[AUO]⋙ PDF Rocket Eight Lessons to Secure Infinite Growth (Audible Audio Edition) Michael J Silverstein Jim Tedder McGrawHill Education Books

Rocket Eight Lessons to Secure Infinite Growth (Audible Audio Edition) Michael J Silverstein Jim Tedder McGrawHill Education Books

Download As PDF : Rocket Eight Lessons to Secure Infinite Growth (Audible Audio Edition) Michael J Silverstein Jim Tedder McGrawHill Education Books

Rocket tells the story of how 16 remarkable business leaders created great brands. Leslie Wexner tells you how he turned a two-store chain into a $6.5 billion worldwide brand called Victoria's Secret, and Howard Schultz shares how he took his passion for a little coffee shop in Seattle and grew it into a 22,000-store chain, just to name two. Every story is connected to a how-to lesson, and by the end you'll have what you need to turn your best customers into apostles, cravers, and brand ambassadors.

A must-have guide for everyone who wants to grow their business faster than a competitor, this authentic, vibrant, and engaging book brings you the latest practical techniques for knowing your customers' desires and behaviors in order to deliver intimately rewarding experiences every time they shop - including knowing what they need before they do. Included is a self-critique to identify where you are currently before you transform your career and company by mastering how to

• Create a demand-space map and predict how big a share of a demand space you can win with the proper mix of emotional and functional benefits satisfying the attributes of that space
• Determine a strategic direction for where to place investment bets and identify which brands are best suited to win and which are most responsive to investment
• Deliver all the core benefits of a particular demand space in your product - from packaging, shelving, pricing, and promotion to message development, store operations, delivery, and employee engagement
• Maintain a long-term vision to continuously quantify and modify for ongoing improvement while using your successes to convert more champions along the way

With Rocket, you can rise into a cycle of renewal, energy, and power that can launch startups to phenomenal success and turn around the fate of multinational corporations.

Rocket Eight Lessons to Secure Infinite Growth (Audible Audio Edition) Michael J Silverstein Jim Tedder McGrawHill Education Books

great

Product details Audible Audiobook Listening Length 12 hours and 33 minutes Program Type Audiobook Version Unabridged Publisher McGraw-Hill Education Audible.com Release Date February 1, 2016 Whispersync for Voice Ready Language English, English ASIN B01B89SSBO

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Rocket Eight Lessons to Secure Infinite Growth (Audible Audio Edition) Michael J Silverstein Jim Tedder McGrawHill Education Books Reviews

Who doesn’t want massive growth at their business, except of course your competitors! This is an interesting, actionable and charming book that tells how many businesses developed and grew into great monster companies. The takeaway for the reader is hopefully some advice and guidance to help transform their own companies, as well as a great general read.

This is more than just yet another corporate history/look at this success-type of book. You get that, of course, too but it is topped and tailed by an authoritative yet concise series of “how-to” lessons. Even if you don’t think that your business has the potential to be the next or Victoria’s Secrets, maybe it would benefit from a bit of an under-the-hood service in any case? You can contrast your own ways of working to that of proven successful enterprises. Even a modest change could be worthwhile. You are getting a fair bit of advice from the principal author, who works as senior partner and managing director of Boston Consulting Group’s consumer practice – so even an hour of his time would cost a lot, lot more than this book. Seize the opportunity with both hands!

Central to the author’s message is the value of your customer; with a loyal customer on your side you can seek to turn them into your apostles so they will hopefully spread the word about you, and this can propel you to growth. You know the story about how one unhappy customer will tell a lot more people than a happy customer about their experience, so you need to really maximise and focus on the goodwill a really happy, active, customer can generate and positively encourage them to share the good word.

The author has cut to the core with eight branding rules to help don’t ask your customers what they want, woo your biggest fans, welcome your customer’s scorn, looks do count, transform your employees into passionate disciplines, ramp up your virtual relationships, take giant leaps and find out what schismogenesis means (because It will save your relationships). These rules are more than just tired clichés. As you read through this very engaging book, you may begin to notice that the pieces begin to fall into place. Whether you choose to implement them, however…

This was an enjoyable book that manages to prise open a little niche in a very crowded sector. Even though the companies mentioned are hardly shy, retiring names that no one has heard of, the author has done a good job in extracting “additional value” from them and shares this to a wider audience.
I think this book’s subtitle is a tad overcooked (promising “infinite growth”) but the eight lessons are eminently sound, based on the Boston Consulting Group’s decades of real-world experience with hundreds of organizations. The abundance of information, insights, and counsel provided is “dedicated to the proposition that mere mortals can create immortality. You can build a brand that lasts forever. You can grow faster than your rivals. To do this, however, you need to understand the theory that a very few people -- the very few focused consumers -- create most of the value in any business.” They are the “fuel” on which the “propulsion” of any organization depends.

Years ago, Jackie Huba and Ben McConnell co-authored a book in which they explain how to create what they characterize as “customer evangelists. This is what Michael Silverstein, Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh have in mind when observing that if you have loyal customers, “and you turn them into your apostles, they will spread the word about you, and they will, propel you to growth.” That, in essence, is the physics of commercial growth. The equation is “2/20/80 2 percent of your customers directly contribute 20 percent of your sales and drive 80 percent of the total volume by their recommendations.”

These are among the several dozen passages of greatest interest and value to me, also listed to suggest the scope of the book’s coverage

o The Interview How Howard Schultz Applies the Eight Branding Rules at Starbucks (Pages xiv-xvii)
o Eight Branding Rules (xxi-xxv)
o Schismogenesis Why Brands Fail (xxix-xxxii)
Note From Gregory Bateson "progressive differentiation through culture contact."
o Headline Let Your Curiosity Rule -- And Then Reinvent (5-8)
o Lessons from Victoria's Secret (17-19)
o Headline Fanatical Fans Create the Bedrock for a Successful Brand (23-24)
o Headline The Lessons of Whole Foods Market (35-38)
o Search for What Really Drives Consumer Choice (50-51)
o Headline The Loyalty Factor Reward Converts with Experiences Worth Sharing (74-76)
Note People are far more inclined to share memorable experiences (especially bad ones) than anything else.
o Headliner Branding Doesn't Mean a Logo on Every Item (Unless It's a Swoosh], but Rather a Distinctive Look (86-88)
o The Disney Company (93-95)
o Zappos (105-107, 110-114, and 117-119)
o Headline Happy Employees Create Happy Customers, and Fun at Work Makes the Difference in Attitude and Morale (108-110)
o Headline Use a Common Phrase as the Point of Engagement and the Decision Point on What the Right Answer Is -- The Golden Rule
o Note At the Ritz-Carlton Hotel Company, it is "We are Ladies and Gentlemen serving Ladies and Gentlemen"
o Headline Screen, Train, and Enable Your Team (123-126)
o Headline The Digital World Is Real, Not Virtual (135-136)
o Headline The Lessons of (140-142)
o Headline Help Your Customers Dream, and Then Fulfill Their Dreams (148-149)

I share Silverstein, Bolden, Jacobsen, and Sajdeh’s high regard for The Container and its foundation principles

1. One great person equals three good people.
2. Communication is leadership.
3. Fill the other guy’s basket to the brim – making money becomes an easy proposition.
4.The best selection, service, and price.
5. Intuition does not come to the unprepared mind – you need to train before it happens.
6. “Man in the Desert” selling.

Note According to The Container 's co-founder and CEO, Kip Tindell, his people must be “solution-based” rather than “items-based.” Solve each customer’s entire problem rather than an immediate need A man in the desert needs more than a glass of water. He also needs “a hat, an umbrella, some lotion, some slippers, a chair, an ice machine – and maybe even a margarita!” “

Please see “Headline Build a Culture Your Customers and Employees Can Identify With, and Write Down and Write Down and Memorize a Set of Foundation Principles,” Pages 38-40. Also, check out Tindell’s book, Uncontainable How Passion, Commitment, and Conscious Capitalism Built a Business Where Everyone Thrives.

7. Generate an air of excitement with a “memorable shopping experience” as well as “a solution that is beautiful and functional.”

With only minor (if any) modification, these seven “foundation principles” can serve as a “launching pad” for marketing and sales initiatives that can be invaluable for almost any organization, whatever its size and nature may be.

I also commend the co-authors on their brilliant use of several reader-0friendcly devices that include “The Chapter in a Box” and “Chapter Overview” as well as boxed mini-commentaries, mini-interviews of CEOs, and mini-case studies; corporate profiles; and “Some Key Action Points” at the conclusion of each chapter. These and other devices will help to facilitate, indeed expedite frequent review of key material later.

Michael Silverstein, Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh provide an abundance of information, insights, and counsel that can be of incalculable value to leaders in any organization, whatever its size and nature may be. However, that said, having a sufficient number of "apostles" among the workforce is at least as important as having apostles among one's customers. All organizations that achieve and then sustain profitable growth have both. Years ago, Southwest Airlines' then chairman and CEO, Herb Kelleher, was asked to explain the "secret sauce" of his company's success. He replied, "We take great care of our people. They take great care of our customers. And our customers then take great care of our shareholders."

With all due respect to the importance of the great leaders discussed in this book such as Jeff Bezos, Brunello Cucinelli, Tony Hsieh, John Mackey, Howard Schultz, Chip Tindell, and Les Wexner, it is also important to keep in mind this brief passage in Lao-tse’s Tao Te Ching

"Learn from the people
Plan with the people
Begin with what they have
Build on what they know
Of the best leaders
When the task is accomplished
The people will remark
We have done it ourselves."
Rocket is a great, fast read. It presents eight, simple rules on how to be a great brand. The book combines concepts with case studies on brands that are relevant to my life, which makes it easy to understand and fun. The key takeaways and action points at the end of each chapter help me think about how I can apply the eight rules for the companies I work with. Highly recommend!
I feel smarter having read this book. I am in consumer research and always looking to get an edge. I remember a few years ago "feeling" a change with how Frito-Lay marketed its products. Now I see what they did and am excited to be on the lookout for what comes next.
Rocket is an extremely easy and entertaining read and I would definitely recommend it to all of my friends. Rocket gives you the insights in to what makes brands great through telling the stories of others whom have elevated their own brands. By introducing content, and then showing how it was implemented through these case examples, Rocket makes it clear how to apply the lessons from the book - and makes it FUN! Moreover, given the structure of the book, it is easy to pick up Rocket and begin reading on any page and take something away. Each chapter concludes with an incredibly powerful, concise summary of the rules and how they can be applied TODAY in your business.
Brilliant!
great