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The 'how-to-think' approach, as outlined in the book, encourages a different, creative view towards effective marketing elements. It prompts individuals to ask specific questions like 'What am I good at?' and engage in exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. This approach can help in measuring the effectiveness and value of a service by encouraging a deeper understanding of the service, the prospects, and the customer's buying behavior.
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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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