I don't read books about marketing. Ever. It was pretty interesting though, since the trends he describes can definitely be observed in action.
However...moreI don't read books about marketing. Ever. It was pretty interesting though, since the trends he describes can definitely be observed in action.
However, Ries raised a lot of red flags with how certain he sounded about his assessments. He says things like, "a better name for product X? *name he just came up with*". Sometimes, he makes these statements without much supporting evidence. Anyway, it wasn't a huge part of the book, but he sounded so sure about everything, and that really off-putting for me. A certain degree of uncertainty and humility about his assessments would have been more realistic, but I realize that Al Ries is getting paid, in large part, for his conviction.
Also think this book needs an update, given how much the world has changed since this book was written. It's probably true that the same forces are at work in today's market, but a lot of his examples were lost on me.
Still, an interesting read, that gave me a completely new perspective on the value of good advertising in the marketplace.(less)
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