The acclaimed bestseller about visual problem solving-now bigger and better ´´There is no more powerful way to prove that we know something well than to draw a simple picture of it. And there is no more powerful way to see hidden solutions than to pick up a pen and draw out the pieces of our problem.´´ So writes Dan Roam in The Back of the Napkin, the international bestseller that proves that a simple drawing on a humble napkin can be more powerful than the slickest PowerPoint presentation. Drawing on twenty years of experience and the latest discoveries in vision science, Roam teaches readers how to clarify any problem or sell any idea using a simple set of tools. He reveals that everyone is born with a talent for visual thinking, even those who swear they can´t draw. And he shows how thinking with pictures can help you discover and develop new ideas, solve problems in unexpected ways, and dramatically improve your ability to share your insights. Take Herb Kelleher and Rollin King, who figured out how to beat the traditional hub-and-spoke airlines with a bar napkin and a pen. Three dots to represent Dallas, Houston, and San Antonio. Three arrows to show direct flights. Problem solved, and the picture made it easy to sell Southwest Airlines to investors and customers. Now with more color, bigger pictures, and additional content, this new edition does an even better job of helping you literally see the world in a new way. Join the teachers, project managers, doctors, engineers, assembly-line workers, pilots, football coaches, marine drill instructors, financial analysts, students, parents, and lawyers who have discovered the power of solving problems with pictures.
This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill the needs of their target group in ways that enhance the well-being of a society as a whole. In the past, social responsibility and corporate ethics may not have been the key elements of corporate and business strategy. However, in the last decade the picture has changed dramatically. Consumers are more concerned about ethical issues and the effects of business activities on the environment and the society. The impact and importance of ethical consumerism is escalating. The consumers are more attentive and expect companies promote their ethical credentials in order to make them more accountable of their actions. This book also reveals how companies should realize that corporate social responsibility (CSR) is not an illustration of corporate altruism but a source of opportunity, and competitive advantage. Finding and following social initiatives as a part of the key business model is proved to be one of the competitive strengths in many instances. This book covers different issues related to ethics, social responsibility and sustainability in marketing and presents different cases and applications from different countries. Together with the best practices, each case and research is expected to shed light on how to improve the role of marketing in helping to the development and well-being of the society.
A venture capitalist and popular radio show host teams up with a New York Times bestselling author to explain how to craft and deliver a winning pitch for any occasion by tapping into the evolutionary power of the human brain
Die Pflichtlektüre für Agenturen und Einzelkämpfer - für alle, die in der Kommunikationsbranche ihr Geld verdienen. New Business-Experte Heiko Burrack bringt mit seinem neuen Buch Licht in die Szene und lüftet den Mythos New Business . Was ist dran am Kostendrücker Einkauf? Welche Faktoren sind bei der Etatvergabe entscheidend? Der Autor zeigt die beliebtesten Fehler in der Akquise und gibt tiefe Einblicke in bisher verschlossene Bereiche. Von der Positionierung über die Kontaktaufnahme bis hin zur finalen Pitch-Präsentation illustriert dieses Buch das neue New Business . Denn beim erfolgreichen Neukundengeschäft geht es nicht nur um Kreativität, sondern vielmehr um Dienstleistungen, die verkauft werden müssen. Mit praktischen Tipps und hilfreichen Checklisten lernt der Leser, mit den Augen seiner Auftraggeber zu sehen. Denn wer den Pitch zu seinen Gunsten entscheiden will, sollte den Beschaffungsprozess seiner Kunden verstanden haben. Aus dem Inhalt: class=´´listOK´´ Positionierung - wer bin ich eigentlich? Adressen und Ansprechpartner wer ist verantwortlich? Kontaktaufnahme - wir müssen mal reden! Unterlagen schicken was soll es denn am besten sein? Die entscheidende Präsentation wie zeig ich es am besten? Pitch oder nicht Pitch - ist das die Frage? The bigger Picture - wie funktioniert das New Business bei Großagenturen? The biggest Picture - wie macht man New Business in anderen Regionen der Welt?
´´Dan Roam is a master of communicating with pictures and words, together. I´ve stolen truckloads from him, and now you can, too.´´ -Austin Kleon, author of Steal Like an Artist and Show Your Work For the vast majority of us, giving a presentation is an extremely difficult and nerve-racking process, whether we´re in a one-on-one meeting, a conference room with a dozen strangers, or a lecture hall in front of thousands. But according to Dan Roam, the visual communications expert and acclaimed author of The Back of the Napkin, it doesn´t have to be so hard. We struggle when we forget the basic steps we learned in kindergarten: show and tell. In this short but powerful book, Roam introduces a new set of tools for making extraordinary presentations in any setting. He also draws on ideas he´s been honing for more than two decades, as an award-winning presenter who has brought his whiteboard everywhere from Fortune 500 companies to tiny start-ups to the White House. Even if you´re already a good speaker, you´ll learn more about understanding your audience, organizing your content, building a clear story line, creating effective visuals, and channeling your fear into fun. And you´ll master three fundamental rules: · When we tell the truth, we connect with our audience, we become passionate, and we find self-confidence. · When we tell a story, we make complex concepts clear, we make ideas unforgettable, and we include everyone. · When we use pictures, people see exactly what we mean, we captivate our audience´s mind, and we banish boredom. From nailing the opening to leaving a lasting impression, you´ll soon be able to give the performance of a lifetime-time after time.
´´It´s Not How Good You Are, It´s How Good You Want to Be´´ is a handbook of how to succeed in the world - a pocket ´´bible´´ for the talented and timid to help make the unthinkable and the impossible possible. Advertising guru Paul Arden offers up his wisdom on issues as diverse as problem solving, responding to a brief, communicating, playing your cards right, making mistakes and creativity, all endeavours that can be applied to aspects of modern life. This book provides an insight into the world of advertising and is a quirky compilation of quotes, facts, pictures, wit and wisdom, packed into easy-to-digest, bite-sized spreads.
Your customers are going to give you three seconds to make the sale. Do you know what to say in those three seconds? The marketing methods of the past are losing effectiveness as consumers are getting smarter and smarter and have less and less time. What is needed is a new way of doing business-a method that is simultaneously socially responsible and far more effective than ´´old´´ marketing. This new way is The Irresistible Offer. ´´The Irresistible Offer is the missing link in many marketing books.´´ -Joe Sugarman, Chairman, BluBlocker Corporation ´´The Irresistible Offer reveals secret after proven secret guaranteed to pump fresh power into your sales process.´´ -John Du Cane, CEO, Dragon Door Publications, Inc. ´´As the world´s fastest reader (Guinness Book certified) I´ve read just about every business and marketing book in existence. The Irresistible Offer by Mark Joyner is, by far, the easiest and most powerful. If you want to make a profitable business (any business small or large), The Irresistible Offer should be your starting point.´´ -Howard Berg, ´´The World´s Fastest Reader´´ ´´I´ve read every book on marketing printed in the last 150 years. This is the first breakthrough in over fifty years.´´ -Dr. Joe Vitale, author of The Attractor Factor ´´If I had to choose one modern marketing genius to learn from, it would be Mark Joyner. The Irresistible Offer belongs in the hands of everyone wanting to wildly succeed in business.´´ -Randy Gilbert, a.k.a. ´´Dr. Proactive´´ host of The Inside Success Show
´´...fascinating. Like Malcolm Gladwell on speed.´´ --THE GUARDIAN ´´HERD is a rare thing: a book that transforms the reader´s perception of how the world works´´. --Matthew D´Ancona, THE SPECTATOR ´´This book is a must. Once you have read it you will understand why Mark Earls is regarded as a marketing guru.´´ --Daniel Finkelstein, THE TIMES This paperback version of Mark Earls´ groundbreaking and award winning book comes updated with new stats and figures and provides two completely revised chapters that deal with the rise of social networking. Since the Enlightenment there has been a very simple but widely held assumption that we are a species of thinking individuals and human behaviour is best understood by examining the psychology of individuals. It appears, however, that this insight is plain wrong. The evidence from a number of leading behavioural and neuroscientists suggests that our species is designed as a herd or group animal. Mark Earls applies this evidence to the traditional mechanisms of marketing and consumer behaviour, with a result that necessitates a complete rethink about these subjects. HERD provides a host of unusual examples and anecdotes to open the mind of the business reader, from Peter Kay to Desmond Tutu, Apple to UK Sexual Health programmes, George Bush to Castle Lager, from autism to depression to the real explanation for the placebo effect in pharmaceutical testing.
See your offering through the buyer´s eyes for more effective marketing Buyer Personas is the marketer´s actionable guide to learning what your buyer wants and how they make decisions. Written by the world´s leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers´ trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance. Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. * Learn who buys what, and why * Understand your buyer´s goals and how you can address them * Tailor your marketing activities to your buyer´s expectations * See the purchase through the customer´s eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years - but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy.