– By Clayton M. Christensen The Innovator’s Dilemma: When New Technologies Cause Great Firms to Fail took the business world by storm when it was released in 1997. Written by Clayton M. Christensen of Harvard Business School, it outlined his theory of disruptive innovation. In the introduction to the book, he writes that the ‘book […]
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– By Joan Magretta There is absolutely no doubt that Michael Porter has been one of the most influential business thinkers and writers that we have known. His books include Competitive Strategy, Competitive Advantage, Competitive Advantage of Nations and On Competition. He has also written numerous articles that have been used and cited by many […]
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– By Al Ries It is very likely that many of us would have read books written by Al Ries (alone or with Jack Trout or with his daughter, Laura Ries). Ries and Trout wrote the seminal ‘Positioning: The Battle for Your Mind’ and followed that with a number of bestselling books. They parted company […]
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– By Atul Gawande Seriously, how many of us make checklists? How many of us even consider it necessary? Well, if you really want to know how critical checklists are in today’s increasingly complex world, you MUST read ‘The Checklist Manifesto: How to Get Things Right’ by Dr. Atul Gawande. Dr. Atul Gawande is an […]
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– By Karen Berman and Joe Knight with John Case Some marketers are very good in understanding the financial side of business; equally, there are many who have a cursory knowledge of finance and financial terms but are totally blank on how to use these to help them make their role in a company that […]
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– By Paul Smith Let’s face it – we all love stories! And good, engaging stories stay with us forever! In the business world, we are all so cut and dried, so facts and data oriented that we tend to forget that most of what we say is quickly forgotten, mainly because it is all […]
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According to Geoffrey Moore, the US has been great in marketing traditional products; however, it has been on unsure ground when it comes to marketing high-tech products. Thus, the two questions that Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers aims to answer are: Why hasn’t the US been able to apply […]
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– By John Davis Non-marketing people in many organisations look down upon the ‘marketing types’ primarily because they never get to understand what all the marketing spends have finally achieved for the company. Marketers are viewed as people focussed on developing ‘brand strength’ and ‘brand image’ based on advertising spends. Many marketers have not helped […]
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– By Michael Treacy & Fred Wiersema The Discipline of Market Leaders was a best seller when it was released. It is highly insightful and well written and should be read by all executives, including marketing ones. Since it was written in 1995, some of the examples may not be appropriate for today but what […]
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– By Margaret Mark & Carol S. Pearson Wikipedia defines an archetype as a universally understood symbol, term, statement, or pattern of behavior, a prototype upon which others are copied, patterned, or emulated. Archetypes are often used in myths and storytelling across different cultures. In psychology, an archetype is a model of a person, personality, […]
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