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One can look at marketing elements from a different, creative view by focusing on the 'how-to-think' approach rather than the 'what-to-do' approach. This involves asking specific questions like 'What am I good at?' and conducting exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. The key is to use these elements not as rigid guidelines, but as tools for creative and innovative thinking.
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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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