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September 28, 2007

Book Review: Do It Wrong Quickly - How The Web Changes The Old Marketing Rules

The good folks at IBM Press sent me a new book to review - Mike Moran's Do It Wrong Quickly - How The Web Changes The Old Marketing Rules. Moran is an IBM Distinguished Engineer and Manager of Web Experience for Big Blue.

I'm a fan of anybody attempting to increase operational agility - and Moran has more than a few nuggets of wisdom in his book. Chapter 6 presents several approaches to speeding up online targeting, messaging and feedback which are quite good.

If you happen to be a new marketing doctrinaire you will find much that lines up with your world view of markets as conversations, putting the customer in control and the need for getting close to the customer.

All in all this is a solid effort describing how "old" marketing rules have been rewritten by the web. You can buy the book online at Amazon. Here are the coordinates.

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competition.

Posted by Mike Smock on September 28, 2007 |

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    • Most marketers used to the bright colors, short lists and pretty pictures of Seth Godin, Tom Peters and Guy Kawasaki will find this list daunting to say the least. Which is why the list forms a golden opportunity for those marketers with the hearty appetite necessary to devour the contents. While most of your competitors are trying to paint cows purple - you'll be out kicking ass.

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      Sun Tzu- The Art of War Shambhala/Thomas Cleary version.

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      Machiavelli - The Prince Mentor Book's version with forward by Christian Gauss.

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      MONEY QUOTE: A new prince has never been known to disarm his subjects, on the contrary, when he has found them disarmed he has always armed them, for by arming them, these arms become your own, those that you suspected become faithful, and those that were faithful remain so, and from being merely subjects become your partisans. (Pg. 105)

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      The Fighter Pilot Who Changed the Art of War Robert Coram's biography of John Boyd.

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      MONEY QUOTE: For a time, Boyd and Spinney were reluctant to fully explain the O-O-D-A Loop; it was far too dangerous. If someone truly understands how to create menace and uncertainty and mistrust, then how to exploit and magnify the presence of these disconcerting elements, the Loop can be vicious, a terribly destructive force, virtually unstoppable in causing panic and confusion and - Boyd's phrase is best - "unraveling the competition." This is true whether the Loop is applied in combat, in competitive business practices, in sports, or in personal relationships. (Pg. 334)

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      Competitive Strategy: Techniques for Analyzing Industries and Competitors Michael Porter's classic.

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      MONEY QUOTES: One broad approach is to use superior resources and capabilities to force an outcome skewed toward the interest of the firm, overcoming and outlasting retaliation - we might call this brute force approach. This sort of approach is possible only if the firm possesses clear superiorities, and it is stable only as long as the firm maintains these superiorities, and as long as competitors do not misread them and incorrectly attempt to change their positions. (Pg. 91)

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    • Citizen Strategist is written by Mike Smock, EVP Sales and Marketing for Charles J. Read, Inc. He is also Managing Director of vSente, a San Francisco based marketing consultancy. vSente helps challenger enterprises battle larger competitors. Prior, he was Chief Marketing Officer of CRM vendor Moss Software (sold to E.piphany) and Chief Revenue Officer of outdoor clothing producer Gramicci.

      In his early career Smock held senior sales and marketing positions with AFG Industries later sold to Asahi Glass and Allied Tube and Conduit now part of Tyco. He was the Cofounder of Dynaquest Corporation an artificial intelligence pioneer, and led the successful leveraged buyout of AP&E from Johnson Controls.

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      Below are several threads containing commentary about marketing strategy and enterprise competiveness. Click the tile to read the commentary.

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      IN-DEPTH BATTLE SCREENER IDENTIFIES POTENTIAL AVENUES FOR A CAMPAIGN

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    Planning, Producing and Executing Campaigns

    John Boyd's O-O-D-A Loop


    • John Boyd articulates the secret to successful campaigning. Boyd's O-O-D-A Loop and thoughts on organic command and control should be mastered by all marketers. Boyd's phrase is best - "unraveling the competition." This is true whether the Loop is applied in combat, in competitive business practices, in sports, or in personal relationships. Click here to read more on the use of O-O-D-A Loop..

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