Eating the Big Fish: Adam Morgan
March 24, 2009 at 8:30 pm | In Book Summary | 1 CommentTags: Synopsis
In Eating the Big Fish, Morgan explains how “challenger brands can compete against brand leaders.”
Morgan’s aims to provide a “magnetic compass” that will allow smaller companies (Small Fish) to compete successfully.
That is, how to become a “challenger brand”?
Morgan suggests that it is based on eight “credos”:
- Break with the immediate past – Forget everything you know and think again
- Build a lighthouse entity – Tell consumers what you are, don’t let them drive your activity
- Assume thought leadership of the category – Be the one that everyone talks about
- Create symbols of re-evaluation – Do things differently
- Sacrifice – Decide what you are not going to do
- Overcommit – Aim beyond the mark
- Use advertising and publicity as a high-leverage asset – Use it to enter the popular mindset
- Become ideas-centered rather than consumer-centered – Constantly reinvent to stay ahead of the trends and competition
Reading this book is worthwhile because:
- It focuses on the practical things that can be done
- It describes how to run a workshop and apply the thinking
- Most of the credos can be used to overcome organisational inertia
- It can help small marketing team do big things
- It can also help brand leaders act like a challenger to become number one
After reading this book, ‘Small Fish’ are able to answer several critically important questions:
- What is the core issue for the Big Fish?
- What business are we in now?
- What business should we be in? What are our best opportunities?
- How can we implement a Challenger strategy to take full advantage of those opportunities?
Dare to Aspire
Simply Brilliant: Fergus O’Connell
March 16, 2009 at 8:29 pm | In Book Summary, Synopsis | 1 CommentTags: Synopsis
Simply Brilliant is a simple book presenting simple ideas without being simplistic. It advises the reader to look for simple problems, simple solutions and direct approaches.
The general tenet is for you to be nice to people you work with, and to see problems from their point of view.
The key points from the book are:
- The best ideas are often the most simple, don’t search for complexity
- Smart people often fail to demonstrate common sense
O’Connell outlines 7 principles to deal with everyday problems. These are:
1. Many things are simple despite our need to make them complicated
2. You need to know what you are trying to do
3. There is always a sequence of events – join the dots in your mind to see the cause and effect
4. Things don’t get done if people don’t do them
5. Things rarely end up how you planned, so plan for the unexpected
6. Things either are or they are not – Don’t fudge it to meet your expectation
7. Look at things from the other person’s point of view
O’Connell structures the book as an informal manual. It covers:
- How to plan
- How to prioritise
- How to complete projects
- How to remember the customer’s needs
He suggests you write the minutes of a meeting in advance to know what you want to get out of it.
He also highlights the difference between the duration of a task and the time is takes to complete it.
Activity isn’t progress.
He outlines why things don’t get done – Confusion, Over-commitment, lack of knowledge or skill.
He also suggests that you plan your time assuming that there will be interruptions
The final point I think is most telling of people in general is that common sense isn’t all that common in reality.
A good little book that highlights the need to keep things simple in a complicated world.
Dare to Aspire
2 New Summaries
June 22, 2008 at 10:05 pm | In Book Summary | Leave a CommentI have just completed another 2 book summaries.
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Permission Marketing by Seth Godin
The Entrepreneur Book Summary
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New Book Summary – True Professionalism
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