The must-read summary of Bertrand Cesvet, Tony Babinski and Eric Alper's book: "Conversational Capital: How to Create Stuff People Love to Talk About".This complete summary of the ideas from Bertrand Cesvet, Tony Babinski and Eric Alper's book "Conversational Capital" shows the importance of injecting intensity into ordinary products and services to turn them into experiences that consumers love and will...
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The must-read summary of Bill Price and David Jaffe's book: "The Best Service Is No Service: How to Liberate Your Customers from Customer Service, Keep Them Happy & Control Costs".This complete summary of the ideas from Bill Price and David Jaffe's book "The Best Service Is No Service" shows that customers don't want a "relationship" with a company - they...
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The must-read summary of Bill Stinnett's book: "Think Like Your Customer: A Winning Strategy to Maximize Sales by Understanding How and Why Your Customers Buy".This complete summary of the ideas from Bill Stinnett's book "Think Like Your Customer" shows that in order to sell more of your products and services, you need to step into your customers' shoes and learn...
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The must-read summary of Bob Schmetterer's book: "Leap: A Revolution in Creative Business Strategy".This complete summary of the ideas from Bob Schmetterer's book "Leap" explains the author's compelling revolutionary idea: instead of hiring an ad agency for your product, use the agency at the beginning of the process to develop a big Creative Business Idea (CBI) around which the company's...
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The must-read summary of Brian Halligan and Dharmesh Shah's book: "Inbound Marketing: Get Found Using Google, Social Media, and Blogs". This complete summary of the ideas from Brian Halligan and Dharmesh Shah's book "Inbound Marketing" shows that customers today are getting far better at ignoring outbound marketing aimed at them. They have spam folders, recording devices to fast-forward through adverts...
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The must-read summary of Brian Tracy's book: "Advanced Selling Strategies: The Proven System of Sales Ideas, Methods and Techniques Used by Top Salespeople Everywhere".This complete summary of the ideas from Brian Tracy's book "Advanced Selling Strategies" shows how the best way of improving your sales strategy is to learn from the best. The author highlights the key steps for developing...
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The must-read summary of C. Richard Weylman's book: "The Power of Why: Breaking Out in a Competitive Marketplace".This complete summary of the ideas from C. Richard Weylman's book "The Power of Why" shows that the conventional approach to selling was developing a Unique Selling Proposition. In this book, the author suggests that a better idea would be to develop a...
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The must-read summary of Charles Decker's book: "P&G 99: 99 Principles and Practices of Procter & Gamble's Success".This complete summary of the ideas from Charles Decker's book "P&G 99" shows that P&G's success doesn't happen by accident. Every year, the company spends more than $3 billion advertising and promoting its brands – more than any other company on earth. In...
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The must-read summary of Chet Holmes' book: "The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies". This complete summary of the ideas from Chet Holme's book "The Ultimate Sales Machine" shows that you only have to focus on twelve core competencies to turn your business into the "Ultimate Sales Machine". In fact, success comes from...
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The must-read summary of Chris Anderson's book: "The Long Tail: Why the Future of Business is Selling Less of More".This complete summary of the ideas from Chris Anderson's book "The Long Tail" shows how the world of business is changing and commercial success in the 21st century will rely on multiple-niche marketing. The author explains that it is now better...
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The must-read summary of Christine Harvey's book: "Secrets of the World's Top Sales Performers: Boost Your Performance with Winning Techniques". This complete summary of the ideas from Christine Harvey's book "Secrets of the World's Top Sales Performers" shows that sales is a unique profession: no other job provides an opportunity to use one's own personality to create financial success. In...
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The must-read summary of Cindy Alvarez's book: "Lean Customer Development: Building Products Your Customers Will Buy".This complete summary of the ideas from Cindy Alvarez's book "Lean Customer Development" demonstrates how traditional companies develop a new product and then look for ways to market it. According to Alvarez, a better approach is ‘Lean Customer Development’, which identifies a customer need and...
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The must-read summary of Claude Hopkins' book: "Scientific Advertising: How to Develop a Superior Advertising Program".This complete summary of the ideas from Claude Hopkins' book "Scientific Advertising" presents the scientific approach to advertising, which involves continually testing and comparing advertising concepts to assess their results. In his book, the author explains that doing this is the best way of ensuring...
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The must-read summary of Constantinos Markides and Paul Geroski's book: "Fast Second: How Smart Companies Bypass Radical Innovation to Enter and Dominate New Markets".This complete summary of the ideas from Constantinos Markides and Paul Geroski's book "Fast Second" demonstrates that the firms which develop and pioneer radical innovations are rarely the ones that ultimately end up dominating the markets they...
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The must-read summary of Craig Stull, Phil Meyers and David Meerman Scott's book: "Tuned In: Uncover the Extraordinary Opportunities that Lead to Business Breakthroughs".This complete summary of the ideas from Craig Stull, Phil Meyers and David Meerman Scott's book "Tuned In" shows that there's no use developing new products in isolation and hoping they will sell. A better idea is...
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The must-read summary of Dale Carnegie's book "How to win Friends and Influence People: The All-Time Classic Manual of People Skills"This complete summary of the ideas from Dale Carnegie's book "How to Win Friends and Influence People" shows that no matter your occupation, goals, ambitions or your position in a company, dealing with people is your biggest challenge. Therefore, if...
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