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Book Image Not Available
Book details
  • Genre:BUSINESS & ECONOMICS
  • SubGenre:Marketing / General
  • Language:English
  • Pages:40
  • eBook ISBN:9781483502236

Be Different or Be Dead: Marketing in The Storm

by Roy Osing

Book Image Not Available
Overview

Marketing 101 is in serious trouble. Its effectiveness is extremely limited. If you are practising traditional text book marketing, this book is your wake-up call. You are subjecting your organization to extreme risk. Why? The playground for organizations today is not what it used to be. Today's environment is NOT relatively stable, predictable, and slow changing, where a handful of competitors tussle for business. Where customers dutifully accept what organizations produce with little recourse if they object and are dissatisfied. It's anything but. The Storm is today's world: turbulent, chaotic, powerful, violent and life-threatening. Where a plethora of hungry and aggressive competitors fight to live or die; where people are connected, well informed and engaging. Storm consumers wield their power and punish companies who don't live up to their expectations; they change their minds in a heartbeat and move to greater value and a better deal. The Storm denies traditional marketing which is not "made to work" in the current set of dynamics. Doing more of the same-old, same-old marketing practices destroys value and kills businesses. Companies need a completely fresh and different approach. One that is completely in synch with new world realities. One that is a revolutionary change from where we are in marketing today as opposed to a more gentle incremental shift in thinking which really doesn't result in much change at all. Storm Marketing throws out the old and creates the new. It asks "What does Marketing have to look like to thrive on and survive The Storm"? NOT "How can present marketing practices be modified and adapted to changes in our operating environment?" The Storm demands disruptive thinking. In his latest book, Roy presents his new platform for Storm Marketing; the essential marketing competencies organizations must take on and consistently demonstrate if they are to weather the maelstrom. Start the Storm Marketing journey TODAY.

Description

Marketing 101 is in serious trouble. Its effectiveness is extremely limited. If you are practising traditional text book marketing, this book is your wake-up call. You are subjecting your organization to extreme risk. Why? The playground for organizations today is not what it used to be. If the inside of your business doesn't keep pace with what's going on outside, the end is near. AND if you continue to practice MORE of what you did in the past and expect different results, you are deluding yourself. Today's environment is NOT relatively stable, predictable, and slow changing, where a handful of competitors tussle for business. Where customers dutifully accept what organizations produce with little recourse if they object and are dissatisfied. It's anything but. The Storm is today's world: turbulent, chaotic, powerful, violent and life-threatening. Where a plethora of hungry and aggressive competitors fight to live or die; where people are connected, well informed and engaging. Storm consumers wield their power and punish companies who don't live up to their expectations; they change their minds in a heartbeat and move to greater value and a better deal. The Storm denies traditional marketing which is not "made to work" in the current set of dynamics. Doing more of the same-old, same-old marketing practices destroys value and kills businesses. Companies need a completely fresh and different approach. One that is completely in synch with new world realities. One that is a revolutionary change from where we are in marketing today as opposed to a more gentle incremental shift in thinking which really doesn't result in much change at all. Storm Marketing throws out the old and creates the new. It asks "What does Marketing have to look like to thrive on and survive The Storm"? NOT "How can present marketing practices be modified and adapted to changes in our operating environment?" The Storm demands disruptive thinking. In his latest book, Roy presents his new platform for Storm Marketing; the essential marketing competencies organizations must take on and consistently demonstrate if they are to weather the maelstrom. Roy's book demonstrates how to be a Storm Marketer armed with this Thought Leadership: -- The Storm -- Storm Marketing -- SERVE People; Stop Flogging at Them -- Learn about PEOPLE not Markets -- Segment to Discover People DiFFERENCES -- Dig for “SECRETS”; Needs Don’t Matter -- Create EXPERIENCES for People; Forget Products -- Package VALUE for Experiences -- BE the ONLY Ones who do What You Do -- Use a SHOTGUN to Satisfy a Person’s “Itch” -- Pricing: Race to the TOP; Avoid Bottom-Feeding -- Don’t Forget “The Unworthy” -- Move FIRST; the Fast Follower is still a Copycat -- Prevent People from Leaving; Don’t Fuss over Competitors Entering -- Own 100% of People -- Shun the “Tool of Sameness” -- Create “Killer” Fan Loyalty Break out of the marketing crowd. While most other practitioners stick to the dangerous past, morph into a revolutionary approach to enable you to navigate the dangerous waters of The Storm. Start the Storm Marketing journey TODAY. Mutate now and avoid the rush...

About the author

Roy Osing is the former Executive Vice-President and Chief Marketing Officer of TELUS, Canada’s most innovative, progressive and successful Telecom Company. He is the Author of “BE DiFFERENT or be dead: Your Business Survival Guide”, the ground-breaking book recognized by Soundview Executive Book Summaries as “… one of the top business books in the U.S.”. His book is dedicated to showing, in practical and proven ways, how organizations can be unique and survive in our highly uncertain marketplace. He has also written a number of eBooks which explore many of his BE DiFFERENT topics in greater detail. In “BE DiFFERENT or be dead: EXECUTE First; Plan Second Roy argues that a Plan without execution is a dream, and shows in precise detail how to become a brilliant executioner. His book “BE DiFFERENT or be dead: Six Acts of Leadership” is a Guide for Leaders who truly want to break out of the manager role and create an organization that is remarkable and leaves their customers “breathless”. On a personal level, his book “BE DiFFERENT YOU! How to Stand-Out and Power-up Your Career” takes his concepts and practices and provides a roadmap to help individuals build a more rewarding and successful career by being truly unique and sought after. His work is dedicated to changing the conversation in organizations, away from “What is the Best in Class doing?” to “How can we BE DiFFERENT and Stand-Out in the crowd?” He has over 33 years of rich and deep experience in transforming organizations to dominate their competition and plan a course for success over the long run. He blogs regularly on how organizations and individuals can BE DiFFERENT. He shouts out those that are on the path to being “the one and ONLY” as well as those who are struggling to be relevant. Roy is actively spreading his word through keynote speaking, workshops, mentoring, coaching and advising small to medium businesses and not-for-profit organizations.

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