I have taught marketing strategy to MBAs and Executives at Business Schools and companies around the world, and have consulted for major companies in financial services, consumer packaged goods, software, and others for over three decades. Some of my Harvard Business Review articles are among the review’s bestsellers, and my book on marketing strategy, TILT: Shifting Your Strategy from Products to Customers, received the best business book award in 2014. I run a marketing strategy consultancy at Brand Strategy Group with clients on three continents.
I wrote...
Tilt: Shifting Your Strategy from Products to Customers
This book is an antidote to product-centricity. Businesses in technology, pharma, materials, commodities, and even financial services all suffer from a turgid obsession with their product. Everything within the business is defined by the product – in fact, if you ask managers what business they’re in, they’ll talk about the product. Measures of success are product-based (units sold, market share), behaviors are linked to product moved (quotas), and even innovation is defined solely in terms of better products.
TILT helps you rethink not just the product focus, but what an organization should look like to become more customer-centric. It takes you through the thought process with sparkling examples and practical checklists. If you want to make your business more customer-centric, start with this book.
This is your strategy playbook: it will teach you to think systematically about the amorphous subject of strategy. It is both concrete and an eye-opener on what strategy is and can do for an organization. Use it as a step-by-step guide to think about strategy, and use it also to understand what strategy is.
Are you just playing--or playing to win? Strategy is not complex. But it is hard. It's hard because it forces people and organizations to make specific choices about their future--something that doesn't happen in most companies. Now two of today's best-known business thinkers get to the heart of strategy--explaining what it's for, how to think about it, why you need it, and how to get it done. And they use one of the most successful corporate turnarounds of the past century, which they achieved together, to prove their point. A.G. Lafley, former CEO of Procter & Gamble, in close partnership…
Marketing today is a battle for the customer’s mind-space. In Attention Merchants, Tim Wu lays out the stakes, the players, and the methodologies they use to grab and grasp space in the consumers’ mind. Marketing has transformed, for better or worse, from a game of cajoling the consumer through alluring branding and advertising to discipline of converting consumers’ attention into purchase and loyalty behavior. Tim Wu describes how this is done. While not intended as a “how-to” book, it is a must-read for any marketer with a conscience.
Attention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention for resale to advertisers. In nearly every moment of our waking lives, we face a barrage of advertising enticements, branding efforts, sponsored social media, commercials and other efforts to harvest our attention. Over the last century, few times or spaces have remained uncultivated by the 'attention merchants', contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this is not simply the byproduct of recent inventions but the end result of more than a century's growth and expansion…
This book described the economics of the internet age as the web was taking off. It remains a classic in that it not only predicted many of the transformations that were to play out on the web, including social media, and it continues to be useful as a template for predicting the coming transformations that will be wrought by Web3 and Blockchain.
Richness or reach? The trade-off used to be simple but absolute: your business strategy either could focus on 'rich' information - customized products and services tailored to a niche audience - or could reach out to a larger market, but with watered-down information that sacrificed richness in favor of a broad, general appeal. Much of business strategy as we know it today rests on this fundamental trade-off. Now, say Evans and Wurster, the new economics of information is eliminating the trade-off between richness and reach, blowing apart the foundations of traditional business strategy. "Blown to Bits" reveals how the spread…
This book has stood the test of time in its description of how small changes have large impact and make things (products, trends, ideas) take off. Chock full of examples and stories, as you would expect from Gladwell, this is a well-crafted, well-told, and coherent idea.
An introduction to the Tipping Point theory explains how minor changes in ideas and products can increase their popularity and how small adjustments in an individual's immediate environment can alter group behavior.
A large part of what we buy today is information or products wrapped in information. How that information is presented changes the experience of consumption. Thaler shows how presenting the information differently (sometimes even consumers presenting the information to themselves) can change the choices we make. This is a book about how the consumer mind works.
*Once again a New York Times bestseller! First the original edition, and now the new Final Edition*
An essential new edition revised and updated from cover to cover of one of the most important books of the last two decades, by Nobel Prize winner Richard H. Thaler and Cass R. Sunstein
More than 2 million copies sold
Since the original publication of Nudge more than a decade ago, the title has entered the vocabulary of businesspeople, policy makers, engaged citizens, and consumers everywhere. The book has given rise to more than 400 "nudge units" in governments around the world and…
Adventures in the Radio Trade documents a life in radio, largely at Canada's public broadcaster. It's for people who love CBC Radio, those interested in the history of Canadian Broadcasting, and those who want to hear about close encounters with numerous luminaries such as Margaret Atwood, J. Michael Straczynski, Stuart McLean, Joni Mitchell, Peter Gzowski, and more. And it's for people who want to know how to make radio.
Crafted with gentle humour and thoughtfulness, this is more than just a glimpse into the internal workings of CBC Radio. It's also a prose ode to the people and shows that make CBC Radio great.
"In dozens of amiable, frequently humorous vignettes... Mahoney fondly recalls his career as a Canadian Broadcasting Corporation radio technician in this memoir... amusing and highly informative." — Kirkus Reviews
"What a wonderful book! If you love CBC Radio, you'll love Adventures in the Radio Trade. Joe Mahoney's honest, wise, and funny stories from his three decades in broadcasting make for absolutely delightful reading! — Robert J. Sawyer, author of The Oppenheimer Alternative''
"No other book makes me love the CBC more." — Gary Dunford, Page Six *** Adventures in the Radio Trade documents a life in radio, largely at Canada's…
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