andreweverett360 interview, Marketing, Uncategorized

An interview with Peter McGraw author of Shtick to Business

An interview with Peter McGraw
author of Shtick to Business: What the masters of comedy can teach you
about breaking rules, being fearless, and building a serious career.

October 15, 2020 — 38 minutes — Book Review — Amazon

  • [00:58] “that guy”
  • [03:53] behavioral economics
  • [06:59] group genius
  • [12:09] liminal spaces
  • [15:45] warm team and feature creep
  • [23:26] two paths to a creative solution
  • [26:18] writing is a cheat code for life
  • [34:19] where you find a lot of growth

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andreweverett360 Book Review, Marketing

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.

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andreweverett360 Book Review, Marketing

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.”

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