I say “Create & Innovate!”
They say “Market share.”
I say “Market CREATION.”
They say “Globalization is a bumpy road.”
I say India and China and Asia in general are within two decades of running the show: Get ready or get trounced.
They say “It’s a fright.”
I say “It’s a Helluva Ride.”
They say it’s “daunting.”
I say it’s “a hoot.”
They say “Install cost controls with teeth.”
I say “Grow the Top Line.”
They say “Wait your turn, honor those who have marched these corridors before you.”
I say Get Off Your Butt & Go for the Gold … TODAY … or sign the transfer papers
willing your job in perpetuity to a Chinese or Indian who
Gives a Shit and Gets Up
(VERY) Early and works Saturdays & Sundays.
They say I “overplay” the “women’s thing.”
I say the share of Women in Senior Leadership Positions is a Waste and a Disgrace and a
Strategic Marketing Error.
They say we need a “project” to exploit the women-boomergeezer market.
I say we need Total Strategic Realignment to exploit the
Women-Boomer-Geezer
Opportunity.
They say “We can’t all be Revolutionaries.”
I say “Why not?”
They say this is just a Rant.
I say this is just Reality.
They say “The man is not nice.”
I say “The times are not forgiving.”
HELPING TO STOP THE MADNESS
Jump Start Your MARKETING Brain is my small contribution to stopping the marketing madness. It’s 50,000 volts of ideas and advice designed to guide business owners and managers toward smarter systems of marketing thinking.
This book was originally published as Meaningful Marketing. It was a proper book. An adult book. A mature book. The result was impressive reviews from such lofty publications as Marketing Research Magazine, Midwest Book Review, and Soundview Executive Book Summaries and from the longtime “sage” of business book reviews himself, Jack Covert, founder of 800-CEO-READ.
The problem was that while the academics and reviewers loved the book’s rich amount of data, the real-world folks weren’t getting it. Therefore, I decided to “blow up the book.” As Picasso once said, “Sometimes the first act of creation is one of destruction.”
This revised edition has greater urgency—higher energy—and more bluntness than the first because, as Tom Peters says, “These times are not forgiving.” I’ve torn the book apart, reworked, revised, and rewritten it. I’ve made changes to virtually every page. I’ve also reorganized the content into sections that better reflect the needs of readers—marketing strategy, marketing message, persuasion, selling, leadership, and teamwork.
Lastly, given the scope of the changes, I figured it was appropriate to give the book a new title and look. Given the disappointing results of the Marketing Brain IQ test, I almost named the book A First Course in Marketing Literacy, because frankly, most marketing managers are virtually ILLITERATE when it comes to understanding the fundamentals of marketing. But alas, cooler heads at my publisher prevailed.
THE OVERT BENEFIT OF THIS BOOK TO YOU
The ideas and advice in this book will help you IMMEDIATELY DOUBLE your Marketing Success Rate. Said another way, this book will show you How to Sell More with Less Effort. By following the advice, you will multiply the impact of every dollar you invest and every hour you spend on sales and marketing.
When I say IMMEDIATELY, I mean it. From Scotland to Canada to the United States, I have seen marketers from small, medium, and mega-sized companies realize a doubling of their success rate in just an eight-hour workshop. The following quotes from small businesses in Scotland, from people who attended a Jump Start Your Business workshop, give you a sense of the speed of results that are possible.
“We sent out a trial mail shot on our new product (developed at Jump Start) on Thursday to eighteen customers and received three orders this morning (Monday)—definitely the fastest response to any marketing we have ever done.”
“The materials we produced using the Jump Start principles are by far the most effective I have ever used. I’ve already sent out four quotes to new customers, with more on my desk to do.”
THE REAL REASON TO BELIEVE THAT YOU WILL IMMEDIATELY DOUBLE YOUR SUCCESS RATE
Unlike the statements of opinion-preaching gurus, the advice and ideas in this book are grounded in HARD DATA. Quantitative data statistically analyzed ensures that the advice provided is RELIABLE & REPRODUCIBLE. The data behind this book range from a “mind-numbing” review of more than 2,000 academic articles to thousands of hours of original statistical research of data sets provided by Eureka! Ranch clients.
| This Book Is Based on Research Involving: | |
| 2,700 | Advertisements |
| 12,693 | Brands |
| 4,349 | Business-to-Business Customers |
| 5,252 | Industrial Customers |
| 298,832 | Retail Consumers |
| 3,557 | Sales Representatives |
ONE STEP FURTHER THAN EVEN STATISTICAL SIGNIFICANCE
After studying the academic research, it became clear to me that statistical significance or size of study would not be a sufficient standard. I found research on large base sizes that I just didn’t find convincing and studies using smaller samples that were convincing. To resolve this dilemma, I decided to review the data sources based on the more challenging legal standard of “truth beyond a reasonable doubt.” Specifically, I used the Web site www.lectlaw.com’s definition of it:
BEYOND A REASONABLE DOUBT: The level of certainty a juror must have to find a defendant guilty of a crime. A real doubt, based upon