You don’t get an idea, an idea gets you, distinguishes Mitchell Lewis Ditkoff in Awake at the Wheel ( www.morganjamespublishing.com). “Get out of the way. Be willing to receive the big idea … Don’t waste your time thinking you are smart,” he advises.

Second in the list of ‘twelve wheely good best practices’ is to feel comfortable with discomfort. Because sometimes feeling bad is just a clue that something good is on its way.

Another diktat, if you want to get your great ideas rolling in an uphill world, is to ask dumb questions. “It’s good to be dumb. Dumb gives you new eyes. Dumb takes you beyond your ancestor’s beliefs of what’s possible.” Be not afraid of feedback, cheers Ditkoff. “Eat feedback, chew on it, digest what you can. Even if it tastes bitter, nourishment is there.”

You can’t make a tree grow faster by pulling on its leaves. So too, to get at a breakthrough, take a break, Ditkoff counsels. “Trying doesn’t always work. Sometimes, only not trying works.” So, “Leave what you’re doing and do something else.”

Great takeaways.

Statiscs for Marketing and Consumer Research
Mario Mazzocchi

Consumer behaviour is a complex discipline, the main reason being that it is not a discipline, frets Mario Mazzocchi in Statistics for Marketing and Consumer Research ( www.sagepublications .com).

It is rather a cross-section of disciplines that provide different perspectives on the set of factors expected to explain and predict how people behave and why, he explains.

“A shared definition of consumer behaviour involves several actions (purchase, use and disposal), several targets (products, services, ideas, experiences), and a couple of non-trivial outcomes (satisfying needs and desires).”

Four types of surveys, discussed in the book, are: socio-demographics; behaviours and economics; psychographics, lifestyle and attitudes; and response to marketing actions.

The best possible survey is mainly based on one of these four categories, drawing on the three remaining ones where necessary and possible, opines Mazzocchi.

A book that merits a detailed study.

49 Marketing Secrets (That Work) to Grow Sales
Ron Finklestein

All successful people understand that their successes come with, and through, other people, says Ron Finklestein in 49 Marketing Secrets (That Work) to Grow Sales ( www.ravemedia.in).

“Successful people recognise these individuals and appreciate them for their contribution to the results.” They will also assume complete responsibility for things not working, because they are they owners!

Ownership is so very empowering, Finklestein describes. “You know that if you do not have the skills, you can learn or hire someone to teach you.” Ownership is not only of tangible things, but also your dreams, your goals, your business, and your life, he elaborates.

“Taking ownership is about change — making change to move forward, changing behaviours that are not working, and dealing with the world as it is and not as you want it to be.”

Un-put-downable.

D.Murali

BookPeek.blogspot.com

More Stories on : Books | Book Mark

Article E-Mail :: Comment :: Syndication :: Printer Friendly Page