The Marketing Agency Blueprint presents 10 rules for building tech-savvy, hybrid agencies that will disrupt and transform the marketing servic...moreThe core
The Marketing Agency Blueprint presents 10 rules for building tech-savvy, hybrid agencies that will disrupt and transform the marketing services industry.
Written for agency leaders and professionals—PR, SEO, advertising, content and web—readers are presented with a practical and candid guide to:
Generate more qualified leads. Win clients with set pricing and service packages. Secure more long-term retainers. Create diverse and recurring revenue streams. Develop highly efficient management systems. Construct more effective account teams. Recruit and retain top talent. Deliver greater results and value to clients. Increase client loyalty.
About Paul Roetzer
Paul Roetzer is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency, specializing in public relations, content marketing, search marketing and social media. PR 20/20 was the first agency in HubSpot‘s value-added reseller (VAR) program, which now includes more than 250 certified firms.
Prior to launching PR 20/20 in 2005, Paul spent six years as a consultant and vice president at a traditional public relations agency.
His book, The Marketing Agency Blueprint, serves as a guide for building tech-savvy, hybrid agencies that are more efficient, influential and profitable than traditional firms.
He is a speaker, writer and advocate for change and innovation within the public relations and marketing industries, and a frequent contributor to the PR 20/20 blog.
In 2010, he was recognized by Smart Business with an Innovation in Business Rising Star
New school marketing
Some claim that marketing’s of the last 5 years beats the changes of the last 50 years. This book supports the thesis that marketing and pr is indeed changing. With a focus on technology, value driven activities and a sound orientation on measurable results.
A marketeer in the Mad Men era was a talker. Reading this book you have to admit that marketeers have to adhere to the highest professional levels to survive and thrive
Management of small enterprises too
Roetzer has an opinion about how firms are rewarded by their customers and how customers should evaluate their supplies. Roetzer is an evangelist for tangible, smart services, charging not the input but the results. Focus on results (outcomes); no longer services delivered/outputs.
New school management
Roetzer’s The Marketing Agency Blueprint inspired me to reconsider some basic thoughts about entrepreneurships, startups and managing small firms. Having a corporation background, i have to admit that some of my beliefs about management and marketing are that wrong (valuation of an agency). Thank god, some of my insights are also supported in the book (have the best talent, data-driven operations).
This book will make you feel uncomfortable and exhausted. Those who have aspirations for leadership in an agency must read this book. Be aware, it has a lot of checklist and to do’s. But be sure you need those to thrive in an era of change.
last chapter is good. Funny to realize that a strategy guru is at her best translating trends to one's personal level
Chances are the...morelast chapter is good. Funny to realize that a strategy guru is at her best translating trends to one's personal level
Chances are the strategies that worked well for you even a few years ago no longer deliver the results you need. Dramatic changes in business have unearthed a major gap between traditional approaches to strategy and the way the real world works now.
In short, strategy is stuck. Most leaders are using frameworks that were designed for a different era of business and based on a single dominant idea—that the purpose of strategy is to achieve a sustainable competitive advantage. Once the premise on which all strategies were built, this idea is increasingly irrelevant.
Now, Columbia Business School professor and globally recognized strategy expert Rita Gunther McGrath argues that it’s time to go beyond the very concept of sustainable competitive advantage. Instead, organizations need to forge a new path to winning: capturing opportunities fast, exploiting them decisively, and moving on even before they are exhausted. She shows how to do this with a new set of practices based on the notion of transient competitive advantage.
This book serves as a new playbook for strategy, one based on updated assumptions about how the world works, and shows how some of the world’s most successful companies use this method to compete and win today.
Filled with compelling examples from “growth outlier” firms such as Fujifilm, Cognizant Technology Solutions, Infosys, Yahoo! Japan, and Atmos Energy, The End of Competitive Advantage is your guide to renewed success and profitable growth in an economy increasingly defined by transient advantage.
I read the book February 2014. On Goodreads I concluded my reading progress with “Funny to realize that a strategy guru is at her best translating trends to one’s personal level”. That statement dealt with the last chapter.
During the process of formulating my thoughts, i linked her recommendations to Taleb’s Antifragile. That does not imply that McGrath’s work deals with disorder. It describes an approach how the world now operates and what mindset organizations need to operate successfully in forever changing circumstances.
And the last chapter takes it to the professional and personal level. Not about corporations, CEO but about you and me. How to deal, how to survive and even how to thrive.
Acknowledge that the world and work has become volatile and you have to adapt. As McGrath states” “in a world of sustainable advantages”, you could actually plan a career path and expect a relatively long employment relationship with companies” (italics by Fred).
In the past there was infrequent job hunting and your career was mainly managed by your organization. Now and in the future you manage your career and professional all by your yourself in a permanent career campaign. And that leads us to the question how vulnerable you are and what one can do to mitigate that vulnerability. Be sure, in a world of transient advantage, business leaders will only keep those staff members who are indispensable to the companies (uncertain) future. And that’s why flux is increasingly the norm for the careers of more and more people.
The last chapter has a self-assessment form and enables you to consider your weaknesses and strengths. In such a way that you can develop your own professional personal strategy for a transient advantage. Items that are addressed are amongst others:
If your current employer let you go, would it be relatively easy for you to find a similar role in another organization for equivalent compensation.
If I lost my job today, am i well prepared and know immediately what i would do next.
Have i worked in some meaningful capacity (employment, consulting, volunteering, partnering) with at least five different organizations within the last two years.
In the last two years, I’ve learned a meaningful new skill that i did not have before, whether is is work related or not.
I have attended a course or a training program within the last two years, either in person or virtually.
I could name, off the top of my head, at least 10 people, who would be good leads for new opportunities.
I actively engage with at least two professional or personal network.
You need to forge a new path to win: capture opportunities fast, exploit them decisively, and move on even before they are exhausted. And have answers to the above mentioned questions.
The book will support you in finding the answers, on an organization, professional and personal level.
For the sake of my professional and personal development; and because books – in any form – are fun reading. H...moreI’m a regular reader of marketing books.
For the sake of my professional and personal development; and because books – in any form – are fun reading. Having spent some effort into service design, i was looking for ways to better understand what drives empathy, a primary building stone in service design. And how to enhance a successful application.
Over the last decades, many great theories about how to empathize have become available. The finest example for me is David Rock’s Your brain at work which empowers managers to use neuroscience insights to improve professionally and personally. And now an equivalent is available for marketeers and service designers,
I’ m thrilled that someone combine insights from several quite different concepts and writes a book such as this one.
As a service designer one tries to fulfill a clients functional and emotional needs. Often explicit and sometimes implict. I consider the book as a guide to a better understanding of the emotional needs of any customer and client. The essence according to Mark is personal growth, with a foundation into self actualization and relatedness.
There are separate chapters to each of the six “core emotional needs” (i.e. control, self-expression, growth, recognition, belonging, and care) with some fine examples from corporate sources or from Mark’s own practice.
Some of his top insights:
o The frequently hidden (or at least unrecognized) human needs that drive clients and customers are often hidden or not recognized o What is a Needs Continuum is and why it should be coordinated with a psychological perspective o How best to empathize with consumers’ core needs for control, self-expression, growth, recognition, belonging, and care o A few core guidelines how to take an empathetic approach to marketing with a focus on personal growth, relatedness and self actualization.
I mentioned before David Rock’s book. I notice consistency in the concepts they use for either marketing (Mark Ingwer) or management (David Rock). Using both approaches in one field might create a lot of synergy and exciting energy
About the author
Mark Ingwer, PhD, is a consumer psychologist and the managing partner of Insight Consulting Group, a global marketing and strategy consultancy specializing in market research and consumer insights. He has 25 years experience applying his blend of psychology, marketing, and industry acumen to helping companies optimize their brand and marketing strategy based on an in-depth understanding of their customers. He is the author of the book “Empathetic Marketing” published by Palgrave, May 2012.
In today’s competitive and global marketplace, it is becoming increasingly essential for companies and brands to understand patrickdavidutah:Start of a perfect day… coffee and watching it snow.why customers buy—or don’t buy—their products and services. Only by understanding the “whys” can companies grow their business and develop loyal customers. In Empathetic Marketing, Dr. Mark Ingwer presents a groundbreaking approach to understanding consumers’ core emotional needs. This innovative book provides both the psychological theory underlying consumers’ emotional needs, as well as concrete business examples that demonstrate the incredible effectiveness of unleashing the power of deeper needs and emotions for success in the marketplace.
Empathetic Marketing shows how brands like NPR, Universal Studios, Nivea, and Google perform in-depth analyses of their customers’ emotional reactions and harness the power of deep psychological insights to optimize their marketing and brand strategy.
As the founding partner at Insight Consulting Group, a global marketing and strategy consultancy, Mark Ingwer has conducted and analyzed countless in-depth studies of customers, from neurological data to in-field observational studies. Through his extensive experience he has identified six basic emotional needs that every company must consider to fully impact and motivate the customer. Empathetic Marketing provides readers with a deeper understanding of customers’ core emotional needs, and a framework for incorporating these concepts into their business to optimize customer engagement and achieve a significant return on this investment. The strategies provided will not only lead to a better immediate connection between the customer and the company, but also to deeper and longer-term satisfaction for both customers and business leaders.
4,5 stars on a scale 0-5.
Lots of cases that inspires one, presented simply.
I really loved in particular the discovery of the six elements. As a professional and as person one of my 2014 resolutions is working with these on a daily basis and make sure it creates success on the professional and personal level!
This book is a recommended reading for anyone who is interested in understanding empathy and using the insights in the business world. It is now up to you how that knowledge and information will be applied by you to achieve business, professional or personal success. And avoiding getting crushed in these changing timea by not using state of the art insights.(less)
My first impression after having read 40%: Kind of a primer for already converted.
During the read i also attended the coursera class "design thinking...moreMy first impression after having read 40%: Kind of a primer for already converted.
During the read i also attended the coursera class "design thinking for business innovation" as done by Jeanne M Liedtka.
Idris Mootee's book delivers many conceptual frameworks.
My points taken:
1. The design thinking paradigm change
Portfolio instead of planning Practice instead of theory Purpose instead of power System instead of objects Agility instead of structures Fast learning instead of formal education Rebellion instead of conformity
2. Template applied design thinking for business model design
3. A quote from Buckminster Fuller: "You never change something by fighting the existing reality. To change something, build a new model that makes the existing model obsolete". Yes, i know there are many variations on this them.
4. Business challenges Design thinking solutions
Growth Storytelling Predictability Strategic foresight Change Sensing Relevance Value redefinition Extreme competition Experience design Standardization Humanization Creative culture Prototyping Strategy and Organization Business model design
5. Design thinking Is Action oriented Is Comfortable with change Is Human centric Integrates foresight A dynamic constructive process Promotes empathy Reduces risks Can create meaning Can bring enterprise creativity to next level Is the new competitive logic of business strategy
6. Design thinking is the search for a magical balance between business and art; structure and chaos; intuition and logic; concept and execution, playfulness and formality and control and empowerment.
7. Roger Martin's quote "A design thinking organization is capable of effectively advancing knowledge from mystery to heuristic to algorithm, gaining a cost advantage over its competitors along the way. And with that cost advantage, it can redirect its design thinking capacity to solve the next important mystery and advance still further ahead of its competitors."
8. Changing management paradigms 20th Century 21st Century Scale and scope Speed and fluidity Predictability Agility Rigid organization boundaries Fluid Organization Boundaries Command and control Creative empowerment Reactive and risk averse Intrapreneur Strategic intent Profit and purpose Competitive advantage Comparative advantage Data and analytics Synthesizing big data
9. The de facto design of management is not designed to ask managers to be creative, but to deter managers doing the wrong tasks or taking extra risks.
10. Time to think beyond the crisis mode.
More reasons to read the book? It's design, lay-out and photo's. One flow: no list for further reading and no references/end notes.
Use this book and Jeanne Liedtka's book to make substantial (and profitable) steps in design thinking!