July 15th 2008
Stopwatch Marketing.Take charge of the time when your customer decides to buy. John Rosen, Annamaria Turano
Stopwatch Marketing.Take charge of the time when your customer decides to buy. John Rosen, Annamaria Turano. 2008. ISBN 9781591841944. This is likely one of the best consumer marketing books I have read in along time. Through detailed examples (Goodyear. Roto-Rooter, Whole Foods, Walmart, Microsoft, Lexus and a terrific matrix (See below) they really bring this concepts home.
You folks in B2C markets will have lots of aha! moments. Check out Chapter one here . My lesson learned is that all marketers need to remember and remind their CEOs that buyers are rarely if ever as fascinated by the product as the creator. This book reinforces the work of TunedIn (The correct value statement at the correct time) and Christensen (People buy products to do work) by adding the time element to our previously static vision of demographics. The people can and do purchase the same product at different times for vastly different reasons.
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3 Responses to: “Stopwatch Marketing.Take charge of the time when your customer decides to buy. John Rosen, Annamaria Turano”
Reg:
Thanks very much for the positive review. I’m glad you enjoyed the book and found some useful lessons. You mentioned that it builds somewhat on the work of Clayton Christensen (The Innovator’s Dilemma,Seeing What’s Next, etc.). In this, of course, you are quite correct and it is not entirely by accident.
An interesting anecdote: Erik Roth worked at our consultancy, quite successfully, ten years or so ago. He then left to go back to Harvard to get his MBA, met Christensen, then ended up working at McKinsey in Boston. He is credited as co-author on their most recent recent book (Seeing What’s Next) and was kind enough to give us a positive quote you’ll find on the back cover of Stopwatch Marketing.
Regards,
John
[…] Reg Nordman, is his “Knights on the Road” blog, recently gave Stopwatch Marketing a great review. Reg has come up with a really interesting way to stimulate interest: Instead of bombarding the blog reader with either sales pitches (”Lucky for you, dear reader, you happened onto my blog. Now let me tell how great a consultant I am”) or tons of rather spurious content (”While I was walking my dog last night, I had a thought about how you, too, can build a multi-billion dollar organization, just like Bill Gates and Steve Jobs”), Reg’s site recognizes that his target market (Sales Executives) spend a lot of time on airplanes and in hotel rooms. They read a lot on those planes and in those rooms. And – here’s the key point – that might like to know, from another “Knight of the Road” what books would be good to read! […]
You’ve peaked my interest! Hmm… Interesting! Thanks for posting the diagram too. That was helpful to understand more of what the book covers.