Reinventing You: Define Your Brand, Imagine Your Future

Reinventing You: Define Your Brand, Imagine Your Future

by Dorie Clark

This book is about making a career change. It starts with understanding your transferable skills, identifying how you are different as a competitive advantage, then establishing a narrative to make sense of your transition.

Continue reading “Reinventing You: Define Your Brand, Imagine Your Future”

Outside In

outside-in

Outside In: The Power of Putting Customers at the Center of Your Business

by Harley Manning and Kerry Bodine

“Customer experience is how your customers perceive their interactions with your company. Once you understand that, you can manage your business from the outside in… To achieve the full potential of customer experience as a business strategy… you must manage from the perspective of your customers, and you must do it in a systemic, repeatable, and disciplined way.”

The benefits of providing exceptional customer experience are “higher revenues resulting from better customer retention, greater share of wallet, and positive word of mouth, plus lower expenses due to happier customers who don’t run up your service costs.” One example from the book is a $1.7 billion per year savings in customer service costs and bill credits as a result of Sprint simplifying its confusing plan options. Continue reading “Outside In”

Disrupt Yourself

disrupt-yourself

Disrupt Yourself: Putting the Power of Disruptive Innovative to Work

by Whitney Johnson

Clayton Christensen introduced the concept of disruptive innovation in The Innovator’s Dilemma, his seminal book which focused on the computer industry. His successive books applied the concept to health care and education. Now, Whitney Johnson writes about disrupting your own career. Continue reading “Disrupt Yourself”

The Brand Challenge

the-brand-challenge

The Brand Challenge: Adapting Branding to Sectorial Imperatives

Edited by Kartikeya Kompella

The Brand Challenge consists of four general branding topics followed 11 sector-specific chapters, namely: luxury, retail, business-to-business (B2B), media, financial services, non-profits, fashion, hotels, cities, technology, and football (soccer). Each chapter is written by a different author. Continue reading “The Brand Challenge”

Repositioning: Marketing in an Era of Competition, Change, and Crisis

repositioning

Repositioning: Marketing in an Era of Competition, Change, and Crisis

by Jack Trout with Steve Rivkin

Repositioning by Jack Trout (1935-2017) is a follow-up to a book called Positioning: The Battle for Your Mind, which Trout co-wrote with Al Ries 30 years prior.

Positioning is a competitive strategy, which Trout defines as “how you differentiate yourself in the mind of your prospect.”  Repositioning is about adjusting perceptions about you or about your competition.  Trout stresses simplicity–you need one powerful differentiating idea, the more obvious the better. Continue reading “Repositioning: Marketing in an Era of Competition, Change, and Crisis”

In Search of the Obvious

in-search-of-the-obvious

In Search of the Obvious: The Antidote for Today’s Marketing Mess

by Jack Trout

Jack Trout (1935-2017) had been a marketing professional for over 40 years.  This book is about how the marketing profession has gotten off course, and the importance of timeless fundamentals, simplicity, and common sense.

Trout is critical of Madison Avenue. “To me it’s creativity run amok…The fact is that creativity was always a misnomer. An agency isn’t creating something. The company or product or service already exists. What they are doing is figuring out what is the best way to sell it. That, simply stated, means to take that logical, differentiating argument and dramatize it.” Continue reading “In Search of the Obvious”

Break From the Pack: How to Compete in a Copycat Economy

break-from-the-pack

Break From the Pack: How to Compete in a Copycat Economy

by Oren Harari

Break-from-the-pack companies are analogous to the small cluster of runners at the front of a marathon. The Copycat Economy is analogous to the majority of runners who lag behind. In the words of former IBM CEO Sam Palmisano, “Either you innovate or you’re in commodity hell. If you do what everybody else does, you have a low-margin business.” Continue reading “Break From the Pack: How to Compete in a Copycat Economy”