Hacking Marketing. Agile practices to make marketing smarter, faster, and more innovative. Scott Brinker.
Hacking Marketing. Agile practices to make marketing smarter, faster, and more innovative. Scott Brinker. 2016. ISBN 9781119183174. The author makes a terrific analysis of how today’s digital marketing has evolved and the need for marketers to develop and maintain new skills. The application of agile tools and techniques to all aspects of marketing just makes so much sense. The author does an excellent job in showing how this is as much a management tool as a software tool. Highly recommended for any and all marketers and schools of marketing.
The Lean CEO. Leading the Way to World-Class Excellence. Jacob Stoller. 2015. ISBN 9780071833073. This is the missing book that puts together the plethora of lean successes across industries , public sector and geographies. You will learn not only where Lean came from ( Deming and much more) , but how successful it has been in some many sectors and why it has not been more widely adopted in N America. For tech companies after the Lean Startup you must become the lean grownup to survive and grow. This book will help point the way. Clearly written with lots of examples makes this an engrossing book. Well worth anyone’s time to sit down and read it.
Scrum. The art of doing twice the work in half the time. Jeff Sutherland. 2014. ISBN 978038534645. The author was the co creator of SCRUM. He has had a fascinating career and a major impact on how software projects are managed today. This book is one pat about SCRUM and another part about how it can be applied (and is applied) to any team based endeavor. It is clear, concise and fascinating. I read it in one sitting, so it is a good four plane ride book. A very good book for leaders who want to make productive changes in their organization.
The One Week Marketing Plan.The set It & Forget It Approach For Quickly Growing Your Business. Mark Satterfield
The One Week Marketing Plan. The Set It & Forget It Approach For Quickly Growing Your Business. Mark Satterfield. 2014. ISBN 9781939529787. The book is exactly as the title says. This is a very updated compilation of successful direct marketing approaches that are tested and effective in the world of content marketing. It can be just this simple ,especially for a start- up that sees so much that needs to be done. By following this book you will have a rudimentary program up and running that will give you feedback on much of your marketing content. Now its never this easy, as many of us are incapable of creating the type of effective copy needed for this to really work. But by following these ideas you will have much better idea of what will work and an appreciation of those who can write compelling copy. Easy to read and very well laid out. So its a good resource.
New Product Blueprinting. The handbook for B2B organic growth. Dan Adams.2008. ISBN 9780980112344. I was looking for this book for quite some time as it was referenced as the new bible for product development to take over from stage-gate methods (Cooper). I finally found the whole name/author in What Customers Want. This is a very valuable book as it will save product and services companies a lot of money and wasted effort. As the author says, manufacturers can produce a six sigma product routinely, yet R&D departments still have 3 out of 4 products fail in the marketplace – with the funds expended wasted. Using Product Blueprinting a company will find out early where there is a market need before the product is developed. And yes using this method, Apple would have still developed the Ipod. The major difference in this process is the increased amount of effort and time done at the front end in market research , innovative discovery interviews and so on, with the seventh stage being a business case. This book fits with Agile so well. If reading this book prevents your company from going off on a product build based on the statements of a few sales guys it is well worth the read. The easy reading style, with great illustrations really brings the topic to life. A must buy for the B2B product manager/CEO
Rocket Surgery Made Easy. The do-it-yourself guide to finding and fixing usability problems. Steve Krug.
Rocket Surgery Made Easy. The do-it-yourself guide to finding and fixing usability problems. Steve Krug. 2010. ISBN 97803216572999. Another Lean Management recommendation. Krug wrote Don’t make Me think – which I totally enjoyed and agree with. True to the author’s intent, this is a very usable book. He has six maxims (which you will find in the book). His writing style is delightful – tongue in cheek, self deprecating and above all clear and simple. Check out his sample usability test at www.rocketsurgerymadeeasy.com and watch the Demo Test file. It is very revealing as to why you will want to read this book. Is he onto something – well yes. In our practice we are daily being sent to complex, hard to understand what the company does, completely lacking on customer value company webpages. Most of the problems would be solve if they followed Krug’s easy to use suggestions. All I can think is usability is just not done. Everyone who has a webpage should read this book.
- Rocket Surgery Made Easy: The Do-It-Yourself Guide to Finding and Fixing Usability Problems (bits.samiq.net)
- How Companies Are Using Design To Get Customers Or Get Acquired (grasshopper.com)
- How Personalized Search Changes SEO (and Doesn’t) (seomoz.org)
Running Lean. Iterate from plan A to a plan that works. Ash Maurya.2012. ISBN 9781449305178. Part of the LEAN series which started with The Lean Start-up. This is the workbook for the The Lean Start-up and more. Lean development rose out of the AGILE camp and remains a major POV for the technology development sector. My interest comes from experience with companies that start into AGILE but, fail to implement it in their management structure/style. This LEAN series is a good way to start on changing how to manage companies who are innovators. A very few folks are writing about adopting AGILE techniques in sales and marketing , but it will come. A few key bullets for me from this very clear and well written book.
- Build only the Minimum Value Product – always testing customer response.
- Look for Minimum Marketing Features (what customers value – and you would write up)
- Use Kanban charts ( from The Toyota Way ) to organize and constrain workflow
- Done = validated with learning from customers
- Measure product marketing fit all the time.
On Freemium (he is not a fan) :
- Delays learning about what price buyers will pay
- Low or no conversion – give away too much
- Lengthens validation cycle
- Shift focus to wrong metric – signups vs retention
- Low signal to noise ration – what is important feedback
- Free users are not free – account for free users as a marketing expense
Mailchimp started with a paid version and after much time backed into a free one. Users should easily outgrow a free plan. This is LinkedIn’s issue. IMHO. Buy this book and The Lean Startup.
- Running Lean by Ash Maurya (instigatorblog.com)
- Why practice trumps theory for entrepreneurs (business.financialpost.com)
- The One Simple Task That Will Help Your Startup Succeed (entrepreneur.com)
- The Different Worldviews of a Startup by Ash Maurya (rocketbuilders.blogspot.com)
- Get Your Customers to Want to Pay Even Before Building Your Product. from Spark59 Blog by Ash Maurya (rocketbuilders.blogspot.com)
- Don’t Ask Customers What They’ll Pay. Tell Them. by Ash Maurya (rocketbuilders.blogspot.com)
- There’s Plan A, and then there’s the plan that will become your business (radar.oreilly.com)
- Excerpt from Running Lean: Iterate from Plan A to a Plan That Works (boingboing.net)
- 5 Tips to Be a Lean, Agile Inbound Marketer (hubspot.com)
- Using Lean To Find Marketing Attributes (pr.typepad.com)
- The Lean Startup. How today’s entrepreneurs use continuous innovation to create radically successful businesses. Eric Ries. (regnordman.com)