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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