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The 'how-to-think' approach encourages introspection and self-analysis. By asking questions like 'What am I good at?', it prompts individuals to critically evaluate their skills and strengths. This approach fosters a deeper understanding of oneself, which can help in identifying areas of expertise or talent. It's not about following a set path, but about understanding one's unique abilities and how they can be applied in different situations.
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The approach of learning how to think, as opposed to learning simply what to do, is the foundation of the book and is what makes it so refreshing and effective. Beckwith clearly outlines the foundation for this "how-to-think" approach with specific questions such as "What am I good at?" and specific exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. While much of the material in the book will not be seen as particularly new or ground-breaking, it's the way the material entices readers to look at these effective marketing elements with a different, creative view, that makes the material so valuable.
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Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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