The Irresistible Offer. How to Sell Your Product or Service in 3
Seconds or Less. Mark Joyner.2005. ISBN 0471738948. Easily the quickest
book on value proposition/elevator pitch that I have read. He pitches an
Irresistible Offer , to a Thirsty Crowd with the intent to sell a Second
Glass. The insights are good, and the experience of Joyner is very
broad, with especial interest to me on Internet marketing as that is
where he made his fortune. This is a very pragmatic and useful book.
Easy read. Worth adding to your library. So he has sold me!
The Green Banana Papers. Chris Coleman. 2001. ISBN 1887617027. This is a classic for technology marketing. Very pragmatic, easy to read and well laid out. Coleman lays it out for us all in a very direct style. Super useful and one of those keeper books you will come back to again and again. She weaves just enough examples from folks like Geoffrey Moore and Al Reis etc. Some of her worksheets should be in every marketing plan. I liked it the first time I read it and enjoyed the reread.
Let My People Go Surfing. Yvon Chouinard. The education of a reluctant
businessman. 2005. ISBN 1594200726. So if you ever
needed reasons to buy Patagonia products you will get many from this
book. How could such a successful and environmentally
conscious company evolve from one mans desire to build a better mountain
climbing piton just for himself? It is a refreshing and “open komino”
kind of non business business book – perfect for a crowded noisy
airplane, but wait for the paperback. Easy reading but full of good
insight on how the best business decision scan be made for the right
decisions, and not a formulaic Roi model. Patagonia appears to get the
most out of their folks and their clients reward them with handsome
products. Pure Geoffrey Moore triumph of core over context.