Smarter Marketing

How to Think like Leonardo Da Vinci - Micheal J. Gelb

Michael Gelb’s “How to Think Like Leonardo Da Vinci is an inspiring and inventive guide that teaches readers how to develop their full potential, using the principles of Da Vincian thought identified by the author. 

Loaded with practical exercises, quotes, sidebars, illustrations and material drawn directly from Da Vinci’s personal notebooks, “How to Think Like Leonardo Da Vinci is both a tribute to his great achievements and a call to carry on his legacy in our everyday lives by utilizing our potential to the best of our ability.

 

 ——————————————————————————————————–

Seth Godin - All Marketeers are Liars  

Every marketer tells a story. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche Cayenne is vastly superior to a $36,000 VW Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . and believing it makes it true.
Successful marketers don’t talk about features or even benefits. Instead, they tell a story. A story we want to believe.

This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories.

Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner or the iPod.

But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers and Marlboro.

This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.

 ——————————————————————————————————————

 Goed marketing boek gelezen? laat een comment achter!