Most companies today are firmly on the social and environmental
issues 'bandwagon', like bees around a honey pot, from plastic in
oceans through to diversity. As a result, people are increasingly
distrustful of these efforts which they view as cheap marketing
stunts meant to wow people into buying more. "Try to fly like a
superman, and you will come down like a tin of soup." Market
economists have long told us that we're driven only by money and
status, but the inherent human truth that cuts across age, culture
and gender uncovers a stronger force: we wish to be in charge of
our own lives and our own happiness. Through extensive growth and
affinity research, world-renowned purpose-pioneer, Thomas Kolster,
uncovers a simple answer that is key to driving marketing growth in
the 21st century: if you put people in control of the marketing
mix, from products to promotion, they can grow and in turn grow
your organisation. This book explains the meteoric rise of a
company like AirBnB, how a 20-something Swede, Maria de la Croix,
built a global coffee empire like Wheelys in just a few years, and
how a group of friends hanging out in a bar in Melbourne created
one of the largest global non-profits fighting for men's health,
Movember - and how you can empower people to do the same. Today's
power no longer rests in the hands of the privileged few, but in
the talented many. It is time for you to unleash that power, in
numbers. Drawing on top-line marketing case studies and in-depth
interviews, Kolster demonstrates how people are truly motivated to
act when they're in charge of their own life and happiness. 'Who
can you help me become?' is the one essential question you need to
be asking and acting on to chart a new course for your
organisation, changing behaviours at scale and unlocking
sustainable growth that benefits all.
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