Customer Experience (CX) Engineering in Aerospace and Defense: Delivering Winning Value Propositions in a 'New-Game' Landscape - Paperbackby Lynn Phillips (Author), Mel Hughes (Author), Stanton Sloane (Author) The authors contend that new business capture teams operating in the aerospace defense sector which adopt their "Best Practices, Outside In, Customer Centric" approach to executing their capture processes can attain supranormal contract win rates as high as 80% and higher. They back up this claim with captivatingly told case study vignettes of 21st century competitions that they