Free Download of PIG Strategy by Sampson Lee

About PIG Strategy

PIG Strategy was invented by Sampson Lee, who published an article Stop Trying to Eliminate Customer Pain Point in the Harvard Business Review (Chinese edition) demonstrating the merits of this eccentric strategy. Over 20 independent research projects have been conducted globally across a variety of industries, collecting data from more than 30,000 customer interactions to validate the insights and theories behind PIG Strategy.

With the content developed based on Lee's invention, the Global CEM Certification Program (the world's first CX certification since 2006) has been launched in 19 international cities. The list of participants includes executives from a number of blue chips, Fortune 500 companies, top-tier management consultancies and universities.

PIG Strategy was first licensed in Belgium and the Netherlands.

About the Book

PIG Strategy: Make Customer Centricity Obsolete and Start a Resolution Revolution by Sampson Lee

PIG Strategy


This business book looks at customer experience differently: Pain Is Good.

By allowing customer pain points/efforts/frictions, PIG Strategy stands the sacred belief of pursuing excellence on its head and starts a resource revolution – to deliver more (effectiveness) with less (resource).

By identifying good pain and branded pleasure, PIG Strategy makes customer-centricity obsolete and delivers a branded experience, which can build trust with and earn the loyalty of your customers.

By enlarging the pleasure-pain gap, PIG Strategy creates the highest possible branded pleasure, experiences which are difficult to imitate or match, and takes CEM (customer experience management) to a new level, a place far beyond “wowing” customers.

No matter how big (or small) your company is, what your brand values are, or in which industry you compete, there is no more effective way to transform your comparative advantages into sustainable strengths while deploying no extra resources.


"Wonderful strategy!" – Maurice Barnes, CEO, Unnitel (Australia)

“Sampson Lee is an innovator and true thought leader in the customer experience world." – Bob Thompson, Founder/CEO, CustomerThink (United States)

“Sampson’s methodology is pivotal to my career development and enables me to develop into business leader rather than customer service specialist." – Wayne Grimshawe, Head of Customer Services, Barclays Corporate (United Kingdom)

“I attended the Global CEM Certification Program in London. Sampson's methodology was for me an eye-opener and since then we are very attentive at how to enhance customer experience on our IMD campus." – Guy Schröcker, Executive Director Marketing & Communications, IMD Business School (Switzerland)

“We licensed Sampson’s methodology for years. This brought us and our customers valuable results: improved loyalty, brand differentiation and increased sales. We applied his method successfully in financial services, telecom, FMCG, e-Commerce and retail." – Kees Kerkvliet, Owner, TOTE-M (Netherlands)


FREE Download  

The simplified version of the book is published in 3 languages - English, Italian and Spanish.  You can now download the electronic edition (simplified version) of PIG Strategy: Make Customer Centricity Obsolete and Start a Resource Revolution for FREE.

1-Click Download - English>>

1-Click Download - Italian>>

1-Click Download - Spanish>>

Electronic edition: 142 pages

Publisher: iMatchPoint Ltd.

(English: July 2019 ISBN: 978-988-17294-2-2)

(Italian: March 2022 ISBN: 978-988-17294-5-3)

(Spanish: April 2022 ISBN:978-988-17294-9-1)

Format: PDF

File size: 4.3 MB


NOTE: The hardcover edition (full version) of PIG Strategy: Make Customer Centricity Obsolete and Start a Resource Revolution is exclusively available on at a price of US$39.80.




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