“The Marketing Gurus: Lessons from the Best Marketing Books of All Time” published by Portfolio, is a compilation of the summaries of seventeen essential marketing summaries from Soundview Executive book summaries. It represents a phenomenal wealth of marketing advice in summary from leading gurus including Seth Godin, Geoffrey Moore, Guy Kawasaki and others.
I particularly like the summary “How to Drive Your Competition Crazy: Create Disruption for Fun and Profit” from Guy Kawasaki’s book of the same name.
Guy is a tactical disruptor and an expert at it. We can all be a little better at utilizing Guy’s tactics in the art of disrupting your market for gain.
Guy’s first bit of advice, “First things first: Know Thyself”: before you start annoying your competition, spend a few hours getting to know yourself.”
How many times in the last ten years of your business have you asked the question, “What business are we really in?” Kawasaki says you might be defining your business too narrowly and gives the example of WANG who defined itself as making word-processing equipment. “If it had defined the business an enhancing productivity, Wang still might be strong,” writes Kawasaki.
Read this phenomenal collection of gurus in one book and you’ll have a great head start on marketing.