""It's more fun to be a Pirate than to join the Navy"" Steve Jobs
This is a book for Necessary Pirates. People who have to leave
'the Navy' - the way their category and perhaps even their company
has historically done things - in order to succeed.
In writing it, Adam Morgan has deliberately set out to research
not just the legendary founders associated with iconic Challenger
brands such as Diesel, but also the previously 'invisible' people
that have been responsible for step-changing Challengers within
larger, multi-brand corporations. By isolating common qualities and
behaviour across the interviewees, he has harnessed for the first
time insights into those aspects of ourselves we must encourage to
achieve breakthrough as Challengers.
Drawing on these findings, "The Pirate Inside" argues that being
a Pirate is not being an anarchist: it has its own disciplines.
Real-life pirates had a code of conduct called The Articles: a
different set of rules from those of the Navy, but a binding one
all the same. And in the same way, Morgan offers advice on what the
new behaviours for Marketing Pirates are: where they look for
opportunity, for example; how they think about small budgets and
limited distribution; how they productively push back against their
superiors. And how they manage That Difficult First Year - when
they have committed to a new direction, but the results have yet to
prove them right.
The first part of "The Pirate Inside" sets out these behaviours,
and shows how to apply them in the most productive way to become a
Marketing Pirate and create step-change for your brand. Part Two
moves on to explore 'Pirates within the Navy' - brand-centred
subcultures withinlarger organizations without a founder - and
explores how these Challenger micro-climates are best created and
nurtured. Along the way Morgan examines and dismantles the 'Six
Excuses for the Navy': the reasons we commonly give for not being
the Pirate our brand needs us to be, such as: "But I don't have a
founder," "But I don't have a large advertising budget" and "But my
consumer doesn't want anything new in the category."
Every organization needs a little Constructive Piracy.
Including yours. Welcome to "The Pirate Inside," a new manifesto
for how the marketeer and marketing-led company of the future will
think and behave.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
