Books to read!

Against the odds

James Dyson's fascinating autobiography tells the story of his career as inventor.  The primary focus of the book is his invention and commercialisation of the phenomenally successful Dyson (bagless) vacuum cleaner.

The Goal

It may seem to find a book on manufacturing process design recommended on a marketing site, but there are two good reasons why you should read this book.  One, Goldratt's thinking can (and should) be applied to sales process design.  And, two, it's a terrific example of what we call a manifesto.

Winning with the P&G 99

For too many business people, branding is an excuse for all sorts of marketing misdemeanours (as in: 'no the ad doesn't work, but at least it's getting our name out there!')

This book explains the science behind brand management, with case studies from Procter & Gamble – the company that invented the concept of brand management.

As well as explaining how best to build and manage a brand, this book provides valuable insights into the corporate culture that has been for years an incubator of business leaders.

Business @ the speed of thought

This book is directed at a new breed of manager.  An 'information technology-aware manager'.   Bill Gates explains the strategic significance of information technology -- and why an IT strategy cannot be delegated to the IT department (or IT supplier).  It should be obvious that business as a whole is currently at an inflection point (the point on a graph where the line changes direction).

This book is a damn good preparation for the road ahead (pun intended).  Amongst other things, you'll find a fascinating selection of case studies from organisations ranging from Jiffy-Lube to the US Air Force.

Permission Marketing

Seth Godin (Vice President, Marketing, Yahoo) draws a distinction between traditional advertising (which he calls interruption marketing) and 'permission marketing'.  He values relationships with potential customers based upon the degree of 'permission' that has been awarded to the marketer.  The ultimate in permission is 'intravenous permission' (kind of like the relationship you have with your doctor).

The Discipline of Market Leaders

If you want to maximise the growth prospects for your business, you must read this book.  The authors argue that there are three possible (and mutually exclusive) basis for competition – and that market leaders excel by focusing almost exclusively on one. 

(Much of Justin's consulting time is spent helping organisations to determine their ideal basis for competition – and then designing their sales processes accordingly.)

Managing the Professional Service Firm

If you sell services, or products with a key service component, this book describes an ideal management methodology – and operational structure for your organisation.  The point is, you don't have to be a professional service firm in order to adopt the operational structure of one – and if your 'franchise' is your customer relationships, this book should be your bible. 

Focus

In his ongoing campaign against rampant corporate diversification, Ries argues that companies should narrow their focus, to facilitate long-term, sustainable growth.  Read this book in conjunction with 'The Discipline of Market Leaders' above.

Inside the Tornado

Marketing is no different from physics or chemistry in that, in extreme conditions, traditional rules break down. Geoffrey Moore explains that the adoption of paradigm-shifting technologies constitutes such conditions.

Moore details the ideal strategy for each stage of the adoption cycle – and explains why the optimum strategy for one stage is diametrically opposed to the optimum strategy for the next.