Up and Out of Poverty Summary

Up and Out of Poverty SummaryThe Social Marketing Solution

Poorness is gaining momentum and threatens many communities. “Up and Out of Poverty” is an eye-opening book that explains the leading causes that trigger impoverishment.

About Philip Kotler and Nancy R. Lee

Philip KotlerPhilip Kotler is the author of several books related to marketing and management. He works as a professor at Northwestern’s Kellogg School.

Nancy R. Lee teaches at Seattle University and the University of Washington.

“Up and Out of Poverty Summary”

Poverty is ever-spreading and perhaps the greatest problem existing nowadays. Approximately 1.5 billion of people don’t possess the minimum of an adequate living standard, and another two billion people manage to survive with only 50-60 dollars per month.

Poverty is a scarcity of water, food, education, home, and clothing. It is fostered by corruption, wars, political tensions, social instability, and crimes. Anti-poverty programs don’t seem to have a firm grip on the issue, Philip and Nancy are referring to.

Experts outline the greatest contributors to famine, underdevelopment, hardship, and lack of essential survival elements. Not only chronic wars but also from a psychological standpoint – the attitude and approach towards life add to poorness.

Even though healthy economies provide these impoverished regions with financial aid and support on an annual basis; experts believe that only 15% manages to reach the underprivileged communities. As always, political corruption has a huge role in such turn of events.

Scary facts about the current situation:

  • About one-sixth of the population has a limited budget of no more than $1 a day, and another 30% have less than $3 in similar regards on a day-to-day basis.
  • As we mentioned, not more than 15% of foreign aid in money, technology, equipment, and means reaches the targeted people or organizations.
  • Teaching the poor to adopt new attitude is critical for tackling beggary and enforcing some profitable laws.
  • Social marketing is critical for convincing people, how a career shift can grant them the inner edge they always dreamt of.

A new mix of both useful tactics and foreign capital is vital for keeping the blood flow – hypothetically speaking. Giving money to the impoverished regions is a terrible way of improving the economy. In truth, we must advocate for implementing an altering social marketing strategy that will cause a shift in the minds of the people – a change supported by foreign investments.

Finding the processes that best suit one country or a region is a far-reaching perspective that unlike others generates positive results. Don’t forget about cultural preferences as well, take all elements into account when designing a strategy.

Key Lessons from “Up and Out of Poverty

1.      Socialization is pivotal for reducing poverty
2.      Build partnership alliances
3.      Categorize the long-term objectives

Socialization is pivotal for reducing poverty

Not creating ghettos or areas where the poor are isolated from the rest, is one of the most effective strategies for improving the well-being of these people.

Socialization with everyone, especially on a global scale can make all the difference in the world.

Build partnership alliances

The best way to reduce poverty is to endorse a coalition between various partners including both government and non-government bodies.

Each partner must understand and its role and operate for the benefits of the group.

Categorize the long-term objectives

Prioritizing task and ideas is critical in developing a society that has ever-expanding room for progress.

According to their relevance or schedule, you can divide these activities so that you can install a new behavior.

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“Up and Out of Poverty” Quotes

The extreme poor of Brazil apparently place a higher priority on home entertainment than drinks served cold, food stored in refrigerators and the convenience of disposing of their human waste in toilets. Click To Tweet Successful antipoverty programs require a mix of efforts and investments. Click To Tweet Social marketers strive to create, communicate and deliver value to a target market in exchange for performing a desired behavior. Click To Tweet Social marketing initiatives are likely to require new and different ways of doing business for the non-profit. Click To Tweet Vision without action is a daydream; action without vision is a nightmare. Click To Tweet

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Fanatical Prospecting Summary

Fanatical Prospecting SummaryThe Ultimate Guide for Starting Sales Conversations and Filling the Pipeline by Leveraging Social Selling, Telephone, E-Mail, and Cold Calling

Are you a salesperson who wants to learn how to finally reach peak performance?

Then, this is the book for you.

About Jeb Blount

Jeb BlountJeb Blount is an author and a sales acceleration specialist who helps companies improve their sales results.

“Fanatical Prospecting Summary”

Many sales “experts” believe that the days of prospecting are over.

However, they are wrong.

Prospecting has not lost its importance in sales. Many salespeople do not reach the wanted results because they do not prospect.

And vice versa – the top sales performers are successful because they are prospectors who take every opportunity and opening to get involved in “Fanatical Prospecting.”

When it comes to prospecting, three core laws are at play:

  • “The Universal Law of Need”

The more you need a sale, the less are the chances of getting it.


Because of desperation.

To avoid desperation, fill up your pipeline and prospect whenever and wherever you can.

  • “The 30-Day Rule”

In the next 90 days, you will feel the benefits and results of the prospecting you did for the previous 30 days.

What this means is that if you miss a day of prospecting in the 30 days of prospecting, you will come up short accordingly in the next 90 days.

  • “The Law of Replacement”

The moment you succeed to make a sale, replace the prospect with a new one, in order to keep the pipeline full and healthy.

When you grasp these three laws, you will get that all of your accomplishments from the past mean nothing today.

What matters in prospecting is the present moment and the future.

The prospecting formula is as follows: What (quality) you put into the pipe and how much (quantity) determines what you get out of the pipe.”

Moreover, being and surviving in sales means that you have to be mentally tough.

Mental toughness is connected to four factors:

  • “Desire”: How bad do you want it?
  • “Mental resilience”: study and practice to continually improve your knowledge and skills.
  • “Out-learn equals out-earn”: to stay competitive you need to learn constantly.
  • “Physical resilience”: your mental energy depends on your physical strength. Since people in sales face many rejections, they need intense psychological energy.  

Key Lessons from “Fanatical Prospecting”

1.      Seven Mind-Sets of Fanatical Prospectors
2.      Five-Step Simple Telephone Prospecting Framework
3.      The Three Cardinal Rules of Email Prospecting

Seven Mind-Sets of Fanatical Prospectors

  • “Optimistic and enthusiastic.”
  • “Competitive”
  • “Confident”
  • “Relentless”
  • “Thirsty for knowledge.”
  • “Systematic and efficient.”
  • “Adaptive and flexible.”

Five-Step Simple Telephone Prospecting Framework

  • “Get their attention.”
  • “Identify yourself.”
  • “Tell them why you are calling.”
  • “Bridge – give them a ‘because’”
  • “Ask for what you want, and shut up.”

The Three Cardinal Rules of Email Prospecting

  • “Your email must get delivered.”
  • “Your email must get opened.”
  • “Your email must convert.”

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“Fanatical Prospecting” Quotes

There is no easy button in sales. Prospecting is hard, emotionally draining work, and it is the price you have to pay to earn a high income. Click To Tweet Law of the Universe: Nothing happens until something moves. Law of Business: Nothing happens until someone sells something. Click To Tweet Here is the brutal reality. If you don't have a plan, you will become a part of someone else's plan. You can either take control of your life or someone else will use you to enhance theirs. It's your choice. Click To Tweet The enduring mantra of the fanatical prospector is: One more call. Click To Tweet Elite salespeople, like elite athletes, track everything. You will never reach peak performance until you know your numbers and use those numbers to make directional corrections. Click To Tweet

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The Dragonfly Effect Summary

The Dragonfly Effect SummaryQuick, Effective, and Powerful Ways To Use Social Media to Drive Social Change

Dragonflies can move in any direction when they put all of their four wings to work.

Don’t you want to be able to achieve “The Dragonfly Effect” as well? Well, authors Jennifer Aaker and Andy Smith say that you can.

About Jennifer Aaker, Andy Smith and Carlye Adler

Jennifer AakerJennifer Aaker teaches at Stanford University’s Graduate School of Business.

Andy Smith is an author, startup advisor and marketing specialist.

Carlye Adler is a writer and a journalist whose articles have appeared in various magazines.

“The Dragonfly Effect Summary”

Dragonflies are the only insects on this planet that can move in any direction they want when their four wings work together.

This information helps you understand the analogy behind the Dragonfly Model which was created to help you create social change by using the power of social media.

Now, you may already know about the “ripple effect,” which is an economic model that explains how when a person spends money, he increases others’ incomes, which means that they become able to spend more as well.

The same concept can be applied to social action, and that is the basis of the Dragonfly Model.

The model has four wings.

“Wing 1 – Focus”:

  • “Humanistic”: know your audience and don’t just act on your own judgment and assumptions.
  • Actionable”: plan your small, short-term steps that lead you to your bigger vision.
  • Testable”: measure your progress and base your following steps on the results you are getting.
  • “Clarity”: clear goals enable success.
  • “Happiness”: choose objectives that matter, both to your company and to your target audience.

“Wing 2 – Grab Attention”:

Now, this step is not easy, especially not in today’s information-crowded world.

People shield themselves from unwanted information by creating mental filters. So, the only way you can get someone to listen to you is to form an emotional bond with them.

Also, be original, and try to stand out from the crowd by delivering what people do not expect.

“Wing 3 – Engage”:

  • “Tell a story.”
  • “Empathize”
  • “Be authentic.”
  • “Match the media.”

And finally, after you have created your three wings, it is time you put all the wings to work. So the final piece of the Dragonfly puzzle is “Wing 4 – Take Action”. Make sure you do this by following the four principles: “easy, fun, tailored and open.”

Key Lessons from “The Dragonfly Effect”

1.      What is “The Dragonfly Effect”?
2.      The Four Wings of the Dragonfly Model
3.      When the Dragonfly Flies

What is “The Dragonfly Effect”?

“The Dragonfly Effect is the elegance and efficacy of people who, through the passionate pursuit of their goals, discover that they can make a positive impact disproportionate to their resources.”

The Four Wings of the Dragonfly Model

“Focus” – Set an objective which you want to achieve.

“Grab attention” – Show what you are doing.

“Engage” – Create an emotional connection.

“Take action” – Be a role model and inspire others.

When the Dragonfly Flies

As social media becomes more influential, the line between for-profit and nonprofit areas is getting hazy. This means that social good no longer needs to be introduced to an established organization. Today, even individuals can be powerful advocates of change.

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“The Dragonfly Effect” Quotes

If you’re not truly moved by the story you’re telling, no one else will be either. Click To Tweet Striking the right balance between visionary and realistic goals is key to maintaining focus. Click To Tweet Big revolutions start with simple ideas and ordinary people. Click To Tweet Being authentic is as simple as being open, clear and genuine. Click To Tweet No person is too high on the social, economic or political scale to approach for your cause. Click To Tweet

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The History of Nike – Just Do It

The History of Nike Just Do ItIt all started in 1988 when Nike launched a brand-new marketing campaign to try and persuade the audience about joining the “Big Brand” family. The bottom line was that the only thing standing in your way is “laziness.”

To further illustrate such massive marketing boom, Nike carefully analyzed the market to see what will ultimately “provoke” a powerful reaction. The conducted analysis on human behavior gave them enough space to prepare the field for a new expansion.

The older generations recall the famous Nike commercial featuring Walt Stack, an 80-year-old amateur runner, who passionately shared his morning routine and way of life. People sitting in front of their TVs instantly felt a pull and motivation by saying to themselves – If this man can Do It, so can I!

nike just do it campaign

Officially, Nike’s campaign spread beyond the U.S. borders and transformed the mindsets of many people throughout the world. Indeed, this marked the beginning of today’s famous Nike Slogan leading to profits and better market positioning.

Nike officials declared that: After the successful launch of this marketing campaign, they began to receive phone calls, letters, e-mails from customers, who shared their “Just Do It” moments by quitting their dead-end jobs, starting a new career and so forth.

This was not the end of it! Many marketers, later on, driven by curiosity started a full-scale investigation to dig deep and understand the success of this campaign. Let’s move step by step and try to get the big picture, of what really happened and is actually happening.

Customers are driven by emotions

Ultimately, none of your customers cares too much about the quality as much as we are concerned about the message each product caries. Over the years, we have witnessed plenty of commercials that try to resist the fierce competition in the marketplace.

In general, brand positioning, especially for the newcomers is as hard as one can imagine, but without paying extra attention to evoking some response and emotions, things will get even harder. So, before you start anything to thinking about your options, analyze proven studies such as this one.

Many marketers indicate that there are no more loyal customers. Probably, if your competitor makes a better offer; you will lose all your clients – in a blink of an eye. Think of it logically, it’s not like the old days, we have millions if not billions of possibilities for each commodity, and there’s no reason of sticking with one company if the other ones are cheaper or better.

Powerful and mind-blowing message

Just take a quick break and analyze what makes so “Just Do It” so unique? Unlike other powerful slogans, this awakens a new spirit within the people giving them new energy to thrive on challenges. Even from the early days, when a commander, ruler or emperor would fall during a battle, the soldiers immediately ran for cover, feeling disheartened and beaten.

As you can see, even our ancestors had this urge for motivation, and push. We are not positively sure, whether Nike used this knowledge to control our behavior or not, but they certainly made an impact and increased their influence.

How to make an impact?

As we illustrated earlier, making a big name for yourself takes time, patience, expertise, proper equipment (mental and physical) and a bit of luck. However, you mustn’t underestimate the real power of reading the minds of the customers.

In the 30s, the companies couldn’t care less for customers’ needs, and they produced goods according to their standards. With the rise of freedom and movement, people started advocating for supporting the regular needs, instead of chasing and fulfilling the corporation’s interests.

So, if you plan on endeavoring to help your business grow, you must consider many matters such as:

  • Market barriers
  • Present competitors
  • Governmental support
  • Laws
  • Political Environment
  • Financial aid and availability of investors
  • Designing a strategy
  • Conducting a long-term plan

Your business, even though it relies on ingenuity and creativity, it must be backed with careful planning and management. If you believe that Nike just makes slogans like that, without testing nor analyzing, you are not living in the real world.

History of Nike just do it

The power of positive feeling

Put yourself in the position of your target audience and behave skeptically. If you can somehow sense the pull from your recently created message – you are on the right track. Nonetheless, it’s best to rely on several opinions before you launch a campaign.

Same as “Nike Just Do It,” you must give your potential customers something that they will find inspiring, and friendly. It’s like having a private guardian angel on their shoulder, keeping them company, while they struggle with their daily affairs.

Never forget, good help is always well-received, regardless of the person’s status or political, cultural, and religious background.

At the end of the day, we all want the wind at our backs to solve the issues.

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Confessions Of An Advertising Man Summary

Confessions Of An Advertising Man SummaryAdvice and techniques for building advertising empires from the era of Mad Men

What stops you from reaching the sky?

If your ad didn’t work, you might need a change of plan and pace.

In this book summary, we briefly outline the key aspects of the ad-creation process.

Who Should Read “Confessions Of An Advertising Man”? And Why?

Confessions Of An Advertising Man” is fitting for various profiles of people. However, our top picks are marketers in the making and those sturdy enough to put their know-how to the test.

If you decide to go on a full-scale adventure, make sure that you have all the necessary tools at your disposal.

About David Ogilvy

David OgilvyDavid Ogilvy is nothing shorter than a pure genius when it comes to handling clients and concluding deals. According to his staff, David possesses all the necessary traits to be hailed as the perfect boss.

“Confessions Of An Advertising Man Summary”

Potential and existing clients are the core of the business, so choosing them is crucial. Likewise, you have to be smart and open to forging profitable relationships. Assemble a team of experts and design a strategy that will bring you results.

Companies, now more than ever, seek professional assistance, but no marketing agency can satisfy your needs if you don’t grasp the concept of good advertising.

Second, it’s only logical that your clients expect cooperation that is mutually beneficial. Nurture the relationships with them, and stay on the track.

Seeking ways to improve your business is a must. Protecting the company’s interests to ensure that all employees are satisfied is also vital. Maintaining such position can give you the edge to pursue new clients and increase profits.

In general, many entrepreneurs take this pursuit way too seriously, and they are unintentionally damaging their internal processes. It’s acceptable that you raise the bar a bit higher, but staying put is not a sign of weakness.

David Ogilvy surely wasn’t wasting any time, not even a minute. On the second day, he underlined top-notch companies, brands such as Shell as the agency’s potential clients. In a matter of months, all of these became closely linked to the agency he represented.

How many times have you encountered the value of differentiation? Being a real linchpin in the business world can lift you up, or if you go for averageness pull you down. Being irreplaceable acts as a defensive mechanism from both external and internal factors. On gatherings let the clients do the talking, you observe their habits and reactions, absorb the meaning of the discussion and win their hearts.  

When it comes to advertising, not even for a single second, don’t assume that your consumers are idiots and you can trick them. Outline the facts, and leave your opinions to yourself. Don’t insult their intelligence by thinking that you can control their judgemental nature.

If you can think of a slogan that actually sells, your work is done! Put yourself in their shoes, all you want is information, no extra activities nor intrusive marketing. Applying such marketing techniques can give you the upper hand in the overly-competitive market supported by the effects of globalization.

In no time, you will increase your sales, boost your productivity and generate satisfaction within the organization. Forcing quick decisions due to minimal available time based on little research is not something you should endorse.

What’s the best profile for an employee?

Seek sincere, ethical and hardworking people whose creativity is pointed at implementing the company’s vision. These individuals don’t seem reluctant when important matters are discussed. They’re prepared to argue even with their superiors and defend their outlooks.

Don’t abandon these respectful and crafty workers, enjoy their presence by knowing that they will never do anything behind your back.

Don’t rest until you assemble a group of real winners and always be on the lookout for such personalities.

Sometimes, the tensions within the organization reach a boiling point, and real leaders must react. First, to avoid such situation set some ground rules for boosting the team’s performance. As an illustration, David portrays one head chef in Paris, as a real motivator because of his habit to literally examine every single dish before he is assured that the kitchen is left in a perfect condition.

On numerous occasions, many conquerors and philosophers implied that leading without an example is like swimming in a dry river bed. Real enthusiasts will hear your call and answer with affection and factual determination.

Go for strong, but an easily-digestible message that can trap the mind of your customers by speaking their language.

In general, advertising is all about promoting the modern and rejecting the old-fashioned. However, many marketers are not aware that their short-term miracle is not sufficient for ensuring growth. People with the suitable know-how are targeting markets and utilizing techniques that will most likely aid them in building a loyal customer base.

Key Lessons from “Confessions Of An Advertising Man

1.      Sales come first
2.      Show appreciation and support
3.      No boundaries exist

Sales come first

Just take a moment to at least consider leaving your copywriting ideas and turn to a selling copy.

Carefully designed ads turn heads and attract attention without emphasizing the ad itself. To calculate its impact, you must rely on the sales these advertisements generate.

Show appreciation and support

Inspire dedication, sacrifice and expect nothing in return.

Spark the collective creativity, and praise your employees’ contribution by giving compliments and public recognition.

No boundaries exist

If something the digital age has no shortages of, is information.

Despite the scarcity of resources, many smaller companies with a lower budget can turn to guerilla marketing, and still, attract customers.

The over-crowded markets request ingenuity to place your ad in a better position.

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“Confessions Of An Advertising Man” Quotes

The consumer isn't a moron. She is your wife. Click To Tweet What you say in advertising is more important than how you say it. Click To Tweet Much of the messy advertising you see on television today is the product of committees. Committees can criticize advertisements, but they should never be allowed to create them. Click To Tweet The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are… Click To Tweet

Our Critical Review

From the minute we started inquiring, we felt triggered and uplifted.

The book is not bounded to marketing because it covers life topics and David sure knows how to share his views.

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Marketing as Strategy Summary

Marketing as Strategy SummaryUnderstanding the CEO’s Agenda for Driving Growth and Innovation

Everything you know about marketing – is no longer everything.

Nowadays, marketing is much more than it used to be, and marketers need to become strategists rather than mere tacticians.

In the summary below we are acquainting you with everything a marketer needs to become in order to succeed, and we are giving you the steps toward starting to drive the market instead of letting it drive you.

Who Should Read “Marketing as Strategy”? And Why?

The specialized departments in each company have helped them enormously in their quest of becoming more profitable and thriving in the highly competitive market.

However, marketing stays behind – at least that is why the author of “Marketing as Strategy,” Nirmalya Kumar argues. He contends that marketing does not evolve along with the market, and the focus on the basic tactics makes it no longer as useful as it once was.

In “Marketing as Strategy” he addresses this problem and tries to find a solution to it by offering seven steps which can help marketers become the leaders of tomorrow.

We recommend this book to all marketers who want to evolve and push their companies to evolve along with them.

About Nirmalya Kumar

Nirmalya KumarNirmalya Kumar is a director of the Centre for Marketing and co-director of the Aditya V Birla India Centre at the London Business School and a professor of marketing.

“Marketing as Strategy Summary”

As time goes by, many executives and business owners are having doubts about the value of their marketing departments.

Yes, they do think marketing is of some importance, but they are not sure whether it can actually produce results which will take their companies a step closer to achieving the planned strategic goals.

This trend is not new.

Marketing has been in a crisis for the last 20 years. The globalization brought tougher competition, the number of products has increased and so have the customer expectations, and markets have fragmented.

The traditional 4Ps marketers care so much about price, promotion, position, and placement, no longer have the same worth as in the past.

Marketing is no longer about just selling products and linking up with new distribution partners. Marketing has become a form of strategic, future-oriented thinking, and marketers need to develop their brand image, increase efficiency, increase the levels of customer satisfaction by improving customer service, and continually discover new opportunities.

Below we will list the seven steps that can take you from being a marketing tactician to marketing strategist.

  • “From market segments to strategic segments”: instead of targeting groups of customers to convey specific messages, target them with activities that create value for them.
  • From selling products to providing solutions”: forget about differentiation, the competition is too intense. Instead of wasting time and effort on such an impossible mission, attract and keep your customers by giving them solutions and fulfilling their needs. The road to becoming a solution provider is not simple, and it requires for culture change, transformational leadership, cost-cutting, and a focus on customers.  
  • “From declining to growing distribution channels”: open your mind to new distribution methods.
  • “From branded bulldozers to global distribution partners”: learn how you can cooperate with gigantic retailers.
  • “From brand acquisitions to brand rationalization”: get rid of the weakest brands, and put your time and effort into creating value around the strongest ones.
  • “From market-driven to market-driving”: you do not have to develop new products to be innovative. You just need to create new concepts that “change an industry’s rules and boundaries.” Said simply, you need to give new benefits at a lower price.
  • “From strategic business unit (SBU) marketing to corporate marketing”: stop the short-term thinking and keep your marketing efforts in check with the “goals and overall strategy of the firm.”

It is time you think of your customers as the foundation of your business. Stop thinking about profits, since, if you lose your customers, you can forget all about the profits.

What this means is that you need to put effort into building long-term relationships with your customers, and creating loyalty.

So, you need to change the “4Ps” with the “3Vs” of strategic segmentation, which we cover in the key lessons below.

So, to recap: focus on your customers, since they are the basis of your business, try to innovate regarding the values you give your customers, as well as the distribution channels, stop selling just products and become a service provider, and change your corporate culture and start rewarding creativity.

Key Lessons from “Marketing as Strategy”

1.      Common Characteristics of Market-Driving Companies
2.      The “3Vs” of Strategic Segmentation  
3.      Common Characteristics of Weak Brands

Common Characteristics of Market-Driving Companies

  • They rely on vision rather than market research.  
  • They attract customers from a variety of market segments.
  • They create new, lower price points for quality and service, and educate their customers about the value of their offerings.  
  • They develop new channels and logistics.
  • They grow through positive customer word-of-mouth.

The “3Vs” of Strategic Segmentation  

  • “Valued customer.”
  • “Value proposition” – What do your valued customers want?
  • “Value network” – What’s the best way to deliver the product?

Common Characteristics of Weak Brands


  • “Have small market share.”
  • “Suffer from poor or negative profitability.”
  • “Consume rather than contribute to cash flow.”
  • “Lack support from important channel members.”
  • “Exhaust disproportionate amounts of managerial resources.”
  • “Add little strategic value to the firm.”

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“Marketing as Strategy” Quotes

If one believes that everyone in the organization should serve the customer and create customer value, then obviously everyone must do marketing regardless of function or department.

In a global marketplace, customers are awash in supplier choices, and differentiation based on products is usually unsustainable.

We must reaffirm the fundamental purpose of a corporation: to serve customers over time and not to maximize shareholder wealth.

At a solution-driven company, service is the ‘product’ that the customer is purchasing and the products are bundled in as needed.

The key to the success of market-driving firms is that they create and deliver a leap in benefits while reducing the sacrifices and compromises that customers make to receive those benefits.


Our Critical Review

“Marketing as Strategy” addresses the problem which relates to marketing (as it is usually practiced) being outdated. Nirmalya Kumar tries to solve this problem by motivating marketers to change the traditional “4Ps” with the “3Vs” which focus on value.

The steps that he offers are practical and useful, and anyone can follow them. We highly recommend it to all marketers who are not afraid of embracing new ideas and perspectives.

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The Ultimate Sales Machine Summary

The Ultimate Sales Machine Summary

MicroSummary: “The Ultimate Sales Machine” by the late great sales and marketing guru Chet Holmes is based around a simple premise: that mastery isn’t about doing 4,000 things, but about doing 12 things 4,000 times. And these 12 things – ranging from time management techniques to aggressive marketing strategies – are exhaustively examined and resourcefully related throughout this wonderful little book.

Turbocharge Your Business with Relentless Focus on 12 Key Strategies

No matter how good your company is doing, it probably can do a lot better. Interestingly enough, the strategies you need to employ are pretty much the same even if it is not doing good at all.

And according to Chet Holmes, you only need to focus on twelve of them to become “The Ultimate Sales Machine.”

Our summary takes a quick – but piercing – look at all twelve!

Who Should Read “The Ultimate Sales Machine”? And Why?

The Ultimate Sales Machine” is one of the numerous books out there which aim to help you make the operations in your company as efficient as possible. And just like them, it’s a book everyone with a crucial position in any company should find valuable.

We can single out the sales reps, the executives, and the CEOs – but, believe us, many others may find both pleasure and benefit if they reserve some time for “The Ultimate Sales Machine.”

About Chet Holmes

Chet HolmesChet Holmes was a much-admired corporate trainer and sales and marketing consultant. Beloved lecturer and founder of Chet Holmes International, his portfolio included numerous Fortune 500 companies, such as Warner Bros., NBC, Pacific Bell, GNC, Citibank, Wells Fargo and many others.

“The Ultimate Sales Machine” was the only book he authored before he passed away from leukemia in 2012.”

“The Ultimate Sales Machine Summary”

Let’s cut to the chase, by citing one of the most oft-quoted sentences ever written by Chet Holmes: “Mastery isn’t about doing 4,000 things, it’s about doing 12 things 4,000 times.”

A good cue as any to start listing and summarizing each of the twelve key strategies from the subtitle of “The Ultimate Sales Machine.”

1. Time management

Do you have too many of those “one-minute” meetings which take a bit longer to finish (which, by the way, are even less efficient than you already know)? Well, it’s time to end them all!

And it’s time you started each and every one of your days by already knowing what you want to do – and what you’ll ultimately end up doing. In order to do this, use the Ivy Lee method and make each night a list of 6 tasks you’ll work on the next day.

In that order. No excuses.

2. Continuous employee training

Let’s face it: no one becomes better without training, and, after a while, even the best ones tend to stagnate unless they are continually pushed forward.

By the new ideas and strategies, by the fact that they’re learning, by the new-found youth – you name it! Either case, training is essential and it never stops.

3. Regular company meetings

Of course – there are also some meetings that make sense. These are the ones aimed at improving the company chemistry and further advance the idea of a shared tradition and a common goal.

Maximize the effectiveness of these meetings by developing procedures each of your employees will know beforehand.

4. Develop the right strategies

First of all, find out what makes your product so essential and unique; and start from there. This way, you won’t even need to talk about your product to persuade your customers. You’ll prepare them by talking about their needs first.

5. Hire sales superstars

Creating the best sales team is not an easy job. You can really learn a lot from the rookies, but, it’s the sales superstars which ultimately make the difference. You’ll probably need more money to hire them, but, it will pay off – in the long run.

6. Target the best buyers

We’ve already talked about the Pareto principle, and Malcolm Gladwell has even written a book to demonstrate the consequences of the 80/20 rule on society as a whole.

In the case of your company, it means that a lot of your income comes from a small number of your customers. Find who they are. And never let them go!

7. Perfect your marketing strategy

Of course, you’ll need the ultimate marketing strategy to do this. It’s a combination of advertising and direct mail campaigns, of good public relations management and a long personal contacts list. But, nowadays, it’s mainly about using the phenomenal power of the internet to, say, turn a tweet into a trend.

8. Perfect your presentation with visual aids

Leonardo da Vinci believed that the “eye embraces the beauty of the whole world.” So, use this when presenting your product. A simple graph may relate thousands of sentences in a single second. (For example, just have a look at what Hans Rosling did with boring statistical data.)

9. The sales process starts with a list of your ideal customers

This one is closely related to 6; the only difference is that these customers are not yours. That doesn’t mean that they don’t belong on a longlist of 100 ideal customers.

Start contacting them. And using a good marketing strategy (see #7), commence with the wooing process.

10. Perfect your selling skills

And the wooing process is basically a science.

First of all, you establish a relationship. Then, you identify your customers’ needs. As we already said at #4, use this knowledge to talk your customers into craving your product even before they learn you’re selling it.

Then, prove your clients that not buying it will cost them more money than the opposite. Finally, close the sale. And then…

11. Follow-up

In Holmes’ opinion, following up is what makes the difference between a good and a great company. Because, building an emotional relationship with your client goes a long way. And, ultimately, can make all the difference.

12. Set objectives and constantly meet them

Be aggressive when setting your goals. And measure your performance over time – carefully and systematically. You don’t need to exceed your goals. You just need to be disciplined enough to meet them.

Key Lessons from “The Ultimate Sales Machine”

1.      Start Each Day with a 6-Item Priority List
2.      Once in a While, Call Your Best Buyers to Ask Them How They Are
3.      Never Stop Reading Summaries Such as This One

Start Each Day with a 6-Item Priority List

Ivy Lee is considered the founder of modern PR. Supposedly, he once made Charles M. Schwab’s steel empire ten times more productive by introducing its employees to a simple method. Namely, to write down each night 6 things they should do the day after. And to do them in the order of priority – no matter what.

True, it’s simple. But, it really works!

Once in a While, Call Your Best Buyers for No Reason

If you want to become a great company, it’s essential to build long-lasting customer relationships. True, some may say that challengers have started rewriting the book of sales from recently, but, even so, it wouldn’t hurt to call your best buyers from time to time.

Just to see how they’re doing. So that your professional relationship grows into something bigger.

Never Stop Reading Summaries Such as This One


Training is essential to becoming better. And if you don’t have time to read the whole books, reading their summaries may do the trick. So, what are you waiting for? Click on some of the links and go on reading!

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“The Ultimate Sales Machine” Quotes

Mastery isn’t about doing 4,000 things, it’s about doing 12 things 4,000 times. Click To Tweet Advertising brings in the customers, but it is your job to keep them buying from you. Click To Tweet Implementation, not ideas, is the key to real success. Click To Tweet You’re only one person away from the most important people in the world. Click To Tweet A company that thinks like a small company remains small. A company that thinks and acts like a big company is going to grow faster, smarter, and better. Click To Tweet

Our Critical Review

“The Ultimate Sales Machine” has been lauded by many as one of the ultimate sales books ever. And the only reason it didn’t make the cut in our top sales booklist, is a pretty trivial one: it was a top 15, not a top 20 list,

And if we longlisted it among the best sales books in history, we don’t need to tell you that we think that “The Ultimate Sales Machine” is a book you should definitely read in detail and apply it as completely.

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Light Their Fire Summary

Light Their Fire SummaryUsing Internal Marketing to Ignite Employee Performance and Wow Your Customers

Things used to be easy for companies – the only thing they needed for success was an innovative product with good quality.

Nowadays, they need to do far more than that.

They need to impress their employees before they can satisfy their customers.

How can they do that?

Read our summary of “Light Their Fire” and find out some of the internal marketing techniques you can use to create a corporate culture which your employees will enjoy.

Who Should Read “Light Their Fire”? and Why?

“Light Their Fire” is a manual which will teach you how to motivate your employees, so they care about your company and offer your product and their best services to your customers.

The authors Susan M. Drake, Michelle J. Gulman and Sara M. Roberts argue that internal marketing is essential in each company since you need to have satisfied employees if you want to have satisfied clients.

We recommend it to all managers, executives and business owners who are looking for different approaches to motivating their employees and increasing the satisfaction levels of their clients.

About Susan M. Drake, Michelle J. Gulman and Sara M. Roberts

Susan M. Drake is an author and the founder and president of Spellbinders, Inc, change management and internal marketing consultancy.


Michelle J. Gulman is a consultant who specializes in internal marketing and change management.


Susan M. DrakeSara M. Roberts is the founder of Roberts Golden, a consultancy which specializes in internal marketing and change management as well.

“Light Their Fire Summary”

Once upon a time, having a good product that would satisfy your customers’ desires was enough to get you a spot at the top.

But, things have changed.

For your business to succeed you no longer have to impress just your customers, but you need to put in the effort to impress your employees as well.

In fact, if you fail to do so, your business goes nowhere.

The logic behind this is simple: your employees are the middlemen between you and your customers. They know the business the best, and thus they are responsible for making a positive impact on your clients.

When your workers are motivated, they will perform better. Your productivity will increase, and so will the customer satisfaction levels.

So, how can you get your employees excited?

Easy. Focus on the four E’s: “energizing, enabling and empowering your team members, and ensuring that they achieve objectives and are recognized and rewarded for their accomplishments.”

You can achieve this by using two approaches:

  • You can make it a part of a conscious process of communication that is the bases for healthy corporate culture.
  • You can go about it as a goal-oriented program with specific steps and actions.

In other words, you need to create an environment where your employees will feel valued and inspired.

That is why when companies face problems linked to productivity, they usually talk about changing the corporate culture as a solution.

But what exactly do they mean by “corporate culture”?

The corporate culture is a blend of your business’s history, values, leadership, and approach.

This blend determines whether your employees will feel pleasant and motivated, and thus help your company achieve its objectives or whether they will only care about their paychecks and avoid taking any responsibility when you business sails on turbulent waters.

To make your employees care about the product you are offering, consider internal marketing.

Internal marketing is a bridge between the employees and management, by giving your workers direction and thus helping to build a clear image and brand.

Your goal, regarding the corporate culture, is to create an environment that produces “E Employees.” E Employees are those workers who provide excellent service, take risks, go the extra mile to help customers, suggest new ways to improve the service, and are trustworthy and loyal.

As you can guess, such employees are rare to find, but they do exist, especially in empowering corporate cultures.

If you succeed to empower and motivate your customers enough, so they think of themselves as business owners, or in other words, to really care about the company and not just about their jobs – you will have delighted customers, we promise you that.

Key Lessons from “Light Their Fire”

1.      Hang onto Good People
2.      Long-Term Benefits of Internal Branding Campaigns
3.      Train Your Employees

Hang onto Good People

It is vital that you reduce employee turnover as much as you can. To do that, consider why people leave in the first place.

Studies show that most employees leave because of limited opportunities for growth, a feeling that their contribution is not significant and a lack of appreciation for the work they put in.

So, make it your mission to satisfy your employees first. When your company is strong and looks good internally, the image that customers get will be even better.

Long-Term Benefits of Internal Branding Campaigns

  • Heighten brand awareness and make your message more consistent.
  • Preserve your company’s culture and traditions.
  • Improve employees’ ability for coping with change and crises.
  • Build a good reputation that attracts skilled employees.

Train Your Employees

To increase the employees’ satisfaction levels, even more, invest in them. If people know your company for providing good training, even more, talented people will feel attracted to your firm.

Provide different training depending on your employees’ ages and backgrounds. You can try training in many various forms or coaching which has a more personal approach.

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“Light Their Fire” Quotes

Here's the long and the short of internal marketing: Employees must buy your message before your customers do. Click To Tweet Dedicated employees magically emerge in companies that are built on relationships, not rules. Click To Tweet The mantra of internal marketing could be 'sell it, don't tell it.' Click To Tweet If you do only one thing to build a prosperous, successful brand, it should be this: Deliver on your brand promise - not once in a while, not most of the time, but every time. Click To Tweet Pride is motivating. Click To Tweet

Our Critical Review

“Light Their Fire” is an easy to read guideline, which will teach you how to empower and motivate your people, build a productive corporate culture and fuel loyalty.

The book is full of understandable principles and useful examples, although some of its parts could have used more detail.

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Duct Tape Marketing Summary

Duct Tape Marketing SummaryThe World’s Most Practical Small Business Marketing Guide

Marketing is gaining popularity and importance in the business sector.

Unlike other practices, creating ads and managing the promotion process is based on creativity.

Who Should Read “Duct Tape Marketing”? And Why?

Finding the IBP (Ideal Buying Persona) is challenging. It’s best if you first select a potential group that possesses the need to use your products.

Duct Tape Marketing” analyzes how you can expand your business by utilizing the power of online and offline presence.

In our opinion, marketers as well business enthusiast will enjoy this book – because it has a lot to offer.

About John Jantsch

John JantschJohn Jantsch is a marketing expert, author and a consultant who uses its expertise to help small and medium businesses achieve their goals.

He’s the author of several books, such as The Referral Engine and The Commitment Engine.

“Duct Tape Marketing Summary”

Today’s marketing has little to do with the traditional tv advertisement. For instance, 20-30 years ago, small business had little influence over large masses of potential customers. Nowadays, that’s entirely different. The digital age rolls out a set of highly advanced and relatively cheap marketing solutions both online and offline.

Before you and your team hit the books, we would like to give you a little preview. When you form your business strategy, next in line are the details – long-term strategy, short-term tactics, qualified staff and so forth.

In general, most entrepreneurs get their business underway, as soon as they underline their key goals, yearly plans, and monthly projections.

If you intend to take over the market with an aggressive marketing strategy, then you will need to devise a detailed plan for cornering your competitors. A well-defined goal can be decisive, supported by a realistic mission that will ultimately help you reach the customer base. How to catch the eye of these individuals with unique preferences is hard to describe.

Marketing is becoming an essential feature in the overly competitive marketplace. Businesses with the intention to fulfill the needs of the target group are prepared to change everything. It’s pretty evident that you need to specify a group of people that will most likely be interested in the product or service you are offering.

First and foremost, the ability to come up with a phrase that will blow the minds of your target audience is critical. A powerful message can represent the bridge between success and failure.

Once you are well-settled, you ought to establish a connection between your business and the buyers. Think of a statement, which will serve as a foundation for all your marketing battles.

Experts suggest marketers, leaders, and motivators must put a lot of emphasis on choosing the right tone and action-verb when sharing the message. For instance: “In this short briefing I will demonstrate how” – You got the picture? – We sincerely hope that you did.  

Customers on the other side, are only worried how your products will alleviate their problems.

Many inexperienced marketers end their adventure quickly because they target a vast array of people. Stick to persons who possess the traits that match your services. Don’t go too far with your expectations.  

Simply, accommodate your marketing efforts to specified groups.

Customers like nothing more than being heard and understood. So, answering their “cry for help” with a set of carefully picked products is something you should embrace.  As your business continues to expand, you can later divide your target group into several subcategories.

Are you old-fashioned? – Many businesses failed to adapt to the new era, and as a consequence, they faced their downfall. Establishing online presence is pivotal!!

The funny thing is, many so-called internet-marketing experts have entirely misleading assumptions when it comes to satisfying the customers.

First and foremost, unlike walking into a store, internet users while surfing or trying to find something exclusive are highly impatient. They don’t want to play hide and seek with you; your job would be to put all necessary contact information on every page of your site. A successful user interface is all about responsiveness, conciseness, and consistency.

In order to ensure that you don’t have such a problem, there are several things that you must take into account.

The first thing you should do is hiring an experienced web designer, who understands the customers’ needs. All you need is an easily accessible content, good navigation, and responsiveness. Avoid larger images, because they’ll increase the page load time.

Despite the various free advertising channels, paid advertising is not losing its grip. Probably the best method is to employ both techniques and earn credibility on the market. Paid ads would stretch your advantage by dispatching a message to the target audience – probably, the company is doing great, since it possesses the capital for paid advertising efforts.

When you launch your marketing campaign, there are several things that you need to take into consideration:

  • The headline
  • Proof of your services
  • Call to action

Key Lessons from “Duct Tape Marketing”

1.      Use outside help
2.      Word-of-mouth is the only real marketing
3.      Push forward with dedication

Use outside help

Business owners with little expertise in web-design are inclined to think that the potential customers, know the exact name of the product they are searching.

So, these users don’t want to spend hours finding a specific commodity on your website; they’ll turn and ask for assistance from your competitors.

Word-of-mouth is the only real marketing

Real growth is not just tricking your customers into purchasing your product, and then looking for the next victim.

Instead, you should convert temporary buyers into long-term partners who’ll continuously buy and talk about your products (word-of-mouth marketing).

Push forward with dedication

It’s advisable that you boost the team by saying your “statement” out loud so that new energy will appear among your associates.

Don’t worry about grammar, make sure that you break the silence with passion.

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“Duct Tape Marketing” Quotes

My definition of marketing is: “getting someone who has a need, to know, like, and trust you. Click To Tweet While advertising was once used primarily to create a sale or enhance an image, it must now be used to create awareness about Web content. • While SEO was at one time primarily a function of optimizing a Web site, it must now be a… Click To Tweet While physical store location has always mattered, online location for the local business has become a life-and-death matter. Click To Tweet Do you really have a business without being able to reach and motivate a customer? Click To Tweet

Our Critical Review

Unlike other marketing experts, Jim Collins gives priority to proven methods and real-life examples.

We were excited until the very end, and probably you’ll experience the same affection towards Jim’s book.

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Trillion-Dollar Moms Summary

Trillion-Dollar Moms SummaryMarketing to a New Generation of Mothers

People play different roles in different areas in their lives. And so do moms.

To fuel the interest of the contemporary mothers, you need to understand the roles they play – and find out how you can appeal to them.

Of course, you are not left on your own. Our job is to show you how you can do this, in around one thousand words.

So, read on.

Who Should Read “Trillion-Dollar Moms”? and Why?

Sometimes, marketers and advertisers cannot wholly understand their audience.

Fortunately, some people do. In this case, Maria T. Bailey and Bonnie W. Ulman open a window through which you can look in the world of moms, and understand it a little bit better.

Expect to find real-life case studies, credible marketing data, as well as personal experience stories from the authors themselves, which will ultimately show you how you can increase your mother-focused sales.

We recommend “Trillion Dollar Moms” to advertisers, marketers, and people interested in public relations.

About Maria T. Bailey and Bonnie W. Ulman

Maria T. BaileyMaria T. Bailey is a radio host of the Mom Talk Radio, runs the magazine for women executives BlueSuitMom and is the CEO of a marketing firm that serves major entertainment clients.

Bonnie W. UlmanBonnie W. Ulman heads an Atlanta based consumer research and communications company.

“Trillion-Dollar Moms Summary”

Some time ago, “thinking outside of the box” was the only thing you needed to ensure sales and success.

However, that is no longer the case.

In the modern world, you will need to create a new box.

In other words, you need to stop spending time and effort on products and promotions which are familiar and overused.

You also need to stop overlooking moms, like many companies do, since moms are one of the largest consumer group, which if you know how to target well, will boost your sales and skyrocket your success.

However, just targeting moms is not enough. You need to change the notions you have about mothers since their roles are no longer the same as they used to be.

Society has created various labels to differentiate between certain generations of moms.

For example, moms born during the late thirties and early forties, otherwise known as the Depression Era, are called Silver Birds.

Silver Birds are mothers of Baby Boomers, which were born post-WWII.

Then come the younger generations of mothers: Gen X, born in the late sixties and the beginning of the seventies, and Gen Y, born from the seventies to the nineties.

These groups, as you can notice, are labeled according to the significant events of their eras. However, in the modern society, the age-related boundaries’ significance decreases with each day.

We are not saying that generational issues are no longer significant, but women’s social networks, such as co-workers or neighbors, shape them more than the age-group they are in.

The new Gen X and Gen Y moms hate to be called “Xers.”

They are self-reliant and highly capable. They grew up seeing their Baby Book mothers stretched between home and their careers, and many of them were children of divorced parents because of this.

So, they decided to walk another path and restructured the home vs. work equation.


Well, they use technology to support them in creating profitable home-based businesses, which give them the flexibility they need. An increasing number of moms raise their children during the day and earn money online at night.

When it comes to their characteristics, it is safe to say that they seek individuality.

They love personalized clothing or jewelry, as well as do-it-yourself things. They seek stability, since they had a turbulent childhood, and do everything they can so they raise their children in a complete family.

Gen Y moms, on the other hand, grew up in families that spoiled them, giving them big allowances and mani-pedis. They are surrounded by technology and connect with their social circles via the internet.

Since they are comfortable with using technology, they prefer jobs that allow part-time, flexible schedules.

Their focus on technology does not mean that they lost their traditional values – on the contrary, they emphasized their families. Having that in mind, we can expect many of these moms to decide to home-school their children.

The common characteristic of Gen X and Gen Y moms is the need for flexible schedules and mom-friendly corporate benefits such as childcare subsidies, telecommuting or job sharing.

If they do not get what they need from the company, they are not hesitant, and they move on.

The same thing happens when they shop – they seek for companies which support their family values.

So, to gain a more significant market share, companies need to understand the amount of significance contemporary moms place on integrated lifestyle.

Hence, when you market your products, remember that modern moms have dual roles, and are in many cases owners of home-based businesses.

But what are the exact ways you can make Gen X and Y moms interested in your products?

Explore all channels of marketing dialogues, such as magazines, newspapers, catalogs, magalogs, direct mail and online communications.

Decide which formats to use, but make sure you pack your messages in a few of them and add how-to ideas as well. These moms respond positively to periodicals that address quality-of-life concerns.

Details are significant as well. Pay attention to the shape and packaging of your product, the cleanliness of your stores and bathrooms, the layout of the shops, and your company’s community programs.

Gen X and Y moms have seen it all, and you need to put effort to impress them and keep them as your customers.

Key Lessons from “Trillion-Dollar Moms”

1.      Gen Y Mothers’ Characteristics
2.      Categories of Modern Grandmothers
3.      Basic Themes Which Are the Foundation of Homes and How You Can Use Them to Your Advantage

Gen Y Mothers’ Characteristics

  • They prefer trendy, but original merchandise
  • They seek for relevant products
  • They are skeptic since they grew up with advertisement, so brand names are not significant to them

Categories of Modern Grandmothers

  • “Traditionalist” – Keepers of stability and rituals.  
  • “Empowered” – Seekers of careers, adventures, and experiences
  • “Enlightened” – Blend the two other roles.  

Basic Themes Which Are the Foundation of Homes and How You Can Use Them to Your Advantage

  • “Time”: Highlight the time and energy your product or service can save.
  • “Family Enrichment”: Convince your customers that your products can advance kid’s cultural, educational or athletic skills
  • “Health”: Assist keeping the family’s wellbeing.
  • “Value”: Moms have a sharp eye for quality, benefits, and performance, so make sure to top them.
  • “Solutions”: Moms love products and services that answer nagging issues.

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“Trillion-Dollar Moms” Quotes

Moms are the greatest problem solvers in history. Perhaps they haven’t signed treaties to end wars, but they have mastered the art of negotiating whose turn it is to use the blue PS2 (Play-Station 2), controller. Click To Tweet The term supermom was born and society recognized a new generation of self-sufficient, multitasking women who could be mothers and CEOs. Progress came with...mothers, who are tired of trying to have it all right now, and are open to the… Click To Tweet Great opportunities exist for marketers who connect with mothers using the right words and images. Click To Tweet Baby Boomers led the parade of mothers into the halls of corporate America. Click To Tweet Marketers who grow with a mother will grow sales. Click To Tweet

Our Critical Review

“Trillion Dollar Moms” is a book full of useful examples of successful strategies that you can use, as well as of some bad advertising campaigns. You can expect to find sidebars, graphs, and sidebars, which can get repetitive at times, but make the content easier to grasp.

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