Crackerjack Positioning : Niche Marketing Strategy for the Entrepreneur

Rating:
Summary: This ought to be a marketing textbook but it is too much fun
Review: This is one of the greatest "back-to-basics" books I have ever read. I am not sure any review can do it justice. It affected me both in my professional life and my personal life. It speaks of the importance of maintaining a single and passionate focus. Don't let the date on this book put you off. The examples--and lovely stories--the author tells are just as valid today. Krispy Kreme makes a darn fine donut. They are not about to go into, say, the car-rental business to make it easier for out-of-town people to get to their stores.

It's not unlike NASCAR and other auto racing. You have a single goal. Go fast. Turn left.

If your team focusses on that goal, the endorsements and the money will come.

Now if you make Cheerios and have the line to make them, spray-painting them colors and calling them Froot-Loops makes a certain amount of sense. One never loses sight of the limitations on how far one should go.

The author is obviously a gent and a mensch and knows of what he speaks. It is worth checking out.

Rating:
Summary: This ought to be a marketing textbook but it is too much fun
Review: This is one of the greatest "back-to-basics" books I have ever read. I am not sure any review can do it justice. It affected me both in my professional life and my personal life. It speaks of the importance of maintaining a single and passionate focus. Don't let the date on this book put you off. The examples--and lovely stories--the author tells are just as valid today. Krispy Kreme makes a darn fine donut. They are not about to go into, say, the car-rental business to make it easier for out-of-town people to get to their stores.

It's not unlike NASCAR and other auto racing. You have a single goal. Go fast. Turn left.

If your team focusses on that goal, the endorsements and the money will come.

Now if you make Cheerios and have the line to make them, spray-painting them colors and calling them Froot-Loops makes a certain amount of sense. One never loses sight of the limitations on how far one should go.

The author is obviously a gent and a mensch and knows of what he speaks. It is worth checking out.