Thanks for your return patronage. I am interested in your feedback and ideas. Just click add comment at the bottom. Or email me directly, sfarrell@icconsulting.com.au
This was a fantastic book.
You should read this if you :
- are launching a new product
- are reviewing your marketing of a product – especially on a crowded industry
The basics are:
- differentiation through marketing alone is not enough
- your product must genuinely be different to your competitors. And it needs to STAND OUT
- brainstorming is rubbish – its all about edge thinking
- you need to champion your ideas – although this is less relevant if you own your own business
The book details an innovation system about edges
- take your thinking and product to the extreme edge
- make it invisible, or outrageous, or obscene, or quiet. It has a very useful list of starting ideas.
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