December 16th 2010

speak human. Outmarket the big guys by getting personal. Eric Karlaluoto.

Image representing smashLAB as depicted in Cru...

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speak human.  Outmarket the big guys by getting personal. Eric Karlaluoto. 2010. ISBN 9780981348209.  A Vancouver marketing firm SmashLAB was started by Eric and his partner Eric Shelkie.  This book is a compendium of lessons learned  (perhaps ordeals by fire) working  in the industry. What results is a very human book that contains his unique views on the communication business. His comments resonate well with what Rocket Builders has found over the years, as we seem to share a common world view with the author.  Good phrases that stuck with me (likely I have mashed them together  in my memory) :

  • positioning means…to get known for one thing
  • selling is all about numbers and sincerity
  • social networks give you access to a broader set of great individuals with different and unique skill sets
  • marketing is a long haul endeavor

Unlike many younger authors, Eric creates a very good set a of chapter notes  that provides good “proof” to what he is saying.  It speaks to a thoughtful work that is worth you taking the time to read it.

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