dispatches from the new world of work

What Tom's Reading

Tom is very excited about a just-released book, Lovemarks: The Future Beyond Brands, by Kevin Roberts. Here's his quote—it will give you an indication why the book is so exciting:
"Trustmarks come after brands; Lovemarks come after Trustmarks. Think about how you make the most money. You make it when loyal users, heavy users, use your product all the time. So having a long-term Love affair is better than having a trusting relationship."

We recommend Roberts' book highly!

This next group of books comes under Tom's heading of "Must Marketing Reads." He created a special PowerPoint presentation to highlight them, which you can download here. (Some of the seven have been mentioned in What Tom's Reading previously, but we think they warrant repetition.)

Tom's Must Marketing Reads:

Marketing to Women: How to Understand, Reach, and Increase Your Share of the World's Largest Market Segment, Martha Barletta
Quote: "Women are not a 'niche'; so get this out of the 'Specialty Markets' group." AND, "The competition is starting to catch on."
See Marti's website, www.trendsight.com.

EVEolution: The Eight Truths of Marketing to Women, Faith Popcorn & Lys Marigold
Quote: "Men and women don't think the same way, don't communicate the same way, don't buy for the same reasons. ... He simply wants the transaction to take place. She's interested in creating a relationship. Every place women go, they make connections."
Visit www.faithpopcorn.com.

Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority, David Wolfe & Robert Snyder
Quote: "The New Customer Majority is the only adult market with realistic prospects for significant sales growth in dozens of product lines for thousands of companies."
You can read about the authors here.

Marketing to the Mindset of Boomers and Their Elders, Carol Morgan & Doran Levy
Quote: "The mature market is the dominant market in the U.S. economy, making the majority of expenditures in virtually every category."
Read Carol Morgan's Cool Friend interview here.

Selling Dreams: How to Make Any Product Irresistible, Gian Luigi Longinotti-Buitoni
Quote: "A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become who they want to be."

The Dream Society: How the Coming Shift from Information to Imagination Will Transform Your Business, Rolf Jensen
Quote: "We have lived as hunters and as farmers, we have worked in factories and now we live in an information-based society whose icon is the computer. We stand facing the fifth kind of society: the Dream Society. ... The Dream Society is emerging this very instant—the shape of the future is visible today. ... Future products will have to appeal to our hearts, not to our heads. Now is the time to add emotional value to products and services."

Trading Up: The New American Luxury, Michael Silverstein & Neil Fiske
Quote: "A shipping clerk earning $25,000 a year treats herself to silk pajamas at Victoria's Secret. A dual-income couple earning $125,000 orders a $4,000 Viking range for their townhouse even though the developer offered to throw in a perfectly serviceable generic range at no extra charge. These purchases reflect an important worldwide behavioral shift. Consumers today are willing to pay a significant premium for goods and services that are emotionally important to them and that deliver the perceived values of quality, performance and engagement."

Other books:

Authentic: How to Make a Living by Being Yourself, Neil Crofts
Quote: "My education was a prolonged and concerted attack on my individuality."

The Creative Habit: Learn It and Use It for Life, Twyla Tharp
Quote: "I'm looking for insane commitment."
Read a bio of Twyla Tharp here.

The Wellness Revolution: How to Make a Fortune in the Next Trillion Dollar Industry, Paul Zane Pilzer
Stats: "Currently $200B, $1T by 2013."

Marketing Health Care to Women: Meeting New Demands for Products and Services, Patricia Braus
Two of Tom's favorite themes in one volume!
Sample: "Women are more dissatisfied. Women are frustrated by the way they are treated and spoken to by physicians. Women seek more information. Women are more pressed for time. Women make most healthcare decisions and purchases."

The Breaking of Nations: Order and Chaos in the Twenty-first Century, Robert Cooper
This is another book Tom recommends highly.
Quote: "What has been emerging into the daylight since 1989 is not a rearrangement of the old system but a new system. Behind this lies a new form of statehood, or at least states that are behaving in a radically different way from the past." "We may not be interested in chaos but chaos is interested in us."

Evil: An Investigation, Lance Morrow
Quote: "The world's new dimension (computers, Internet, globalization, instantaneous communication, widely available instruments of mass destruction and so on) amounts to a new metaphysics that, by empowering individual zealots or agitated tribes with unappeasable grievances, makes the world unstable and dangerous in radically new ways."

The Power to Persuade: How to Be Effective in Any Unruly Organization, Richard N. Haass
Quote: "I used to have a rule for myself that at any point in time I wanted to have in mind ... the three big things I was trying to get done. Three. Not two. Not four. Not five. Not ten. Three."

Leading Change: The Argument for Values-based Leadership, James O'Toole
An important theme by anybody's reckoning.
Quote: "What creates trust, in the end, is the leader's manifest respect for the followers."

Biography:

John Paul Jones: Sailor, Hero, Father of the American Navy, Evan Thomas

Franklin and Winston: An Intimate Portrait of an Epic Friendship, Jon Meacham

Emerson, Lawrence Buell

Fiction:

Pattern Recognition, William Gibson

The Cobra Event, Richard Preston

Cathy Mosca posted this on 02/17/04.