2. BUY it! · Book Review Actions · Book Reviews · Leadership · Marketing · Novel Concepts · Self Improvement

BR 110: Start with Why by Simon Sinek

Category: 2 – BUY it! (All Categories are 1 – Read ASAP!, 2 – BUY it!, 3 – SHELF it, 4 – SOMEDAY it)

Comments: It hammers home a simple idea and really demonstrates the power of a (simple) framework in making ideas stick. Only downside is that it can occasionally be repetitive – but, maybe, that is the point. :)

Top 3 learnings:

1. Start with Why

2. Start with Why. Then move to the ‘how’ and the ‘what’.

3. Start with Why. Always explain your purpose.

I have been working on implementing this in everything I do. It hasn’t become habitual yet but I’m hoping it will become soon. A simple, really powerful idea.

There are lots of other little lessons from the book that I could list in the top 3 learnings but I fear diluting what I really took away from the book.

3. SHELF it · Book Review Actions · Book Reviews · Marketing · Novel Concepts

BR 93: The Purple Cow by Seth Godin

 

Category: 3 – SHELF it (All Categories are 1 – Read ASAP!, 2 – BUY it!, 3 – SHELF it, 4 – SOMEDAY it)

Comments: I love Seth’s daily blogs more than I do his books – for some reason. I think the daily dose of “Seth-spiration” is something that just doesn’t come off as much in his book.

Top 3 Learnings:

1. Innovation is the only way forward. We have to create an offering that’s a ‘purple cow’ i.e. extremely special!

2. Companies often lose focus after creating a purple cow. They sacrifice uniqueness for profits. E.g.: Starbucks

3. Many memorable examples of companies that have created such incredible products. One that comes to mind is Schindler Elevators which¬†ask you to type in the floor you’d like to get to first and then directs you to the list that would take you there fastest – thereby saving valuable lift space. (now commonplace)

3. SHELF it · Book Reviews · Marketing · Novel Concepts

BR 86: Blink by Malcolm Gladwell

Category: 3 – SHELF it (All Categories are 1 – Read ASAP!, 2 – BUY it!, 3 – SHELF it, 4 – SOMEDAY it)

Comments: Classic Gladwell – very journalistic with a few pretty powerful stories and example. I am not entirely sure if the book is entirely accurate but it does succeed in communicating a few key learnings.

Top 3 Learnings:

1. Snap judgments are innate. We make them about everything. The point of differentiation between a snap judgment we make about strawberry flavored ice cream with that of an ‘expert’ is that we will never be able to explain (correctly) as to how we arrived at that judgment. When you become an expert in a field, you hone your gut in a way that a novice cannot match. (understandably)

The application is apparent when we ask for customer feedback. Asking a customer whether they like a food item on display may work well but asking them to rationalize why would probably take us down an unwanted path.

2. The product is the packaging. I was pretty amazed by some of the examples here.

One that comes to mind is – When 7UP was sold in bottles with a yellowish shade, they had customers complaining that there was too much lime – even if there was no change in the drink!

That explains why the famous Pepsi taste challenge failed because drinking Coke out of a Coke can means something entirely different to drinking Coke out of a plastic un-labelled glass.

3. Going back to the fact that snap judgments are innate. It reminded me of a question a friend of mine posed – We are all innately discriminatory (color, race etc). How do we stop those judgments from taking control of us the moment we see a symptom? That one’s just ‘food for thought’.

3. SHELF it · Book Review Actions · Book Reviews · Marketing

BR 2: How to become a Marketing Superstar – Jeffrey J Fox

Category: 3- SHELF it (All Categories are 1) Read ASAP! 2) BUY it! 3) SHELF it 4) SOMEDAY it)

Comments: Jeffrey J Fox’s style is throw in many ideas in concise small chapters and he does so in this book as well. It’s a quick and easy read with a lot of simple-to-apply marketing concepts laced with a few nice stories. Having said that, it is not a book that has had so much impact!

What to expect: Many byte-sized marketing learnings with quite a few being easy to apply. For eg: Always talk about how much a customer would lose rather than gain. Clear, concise and easy to get through book.

Do I recommend this book?: Shelf it.. until you feel you’d like to get down to designing a flyer or a brochure..