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, by Ken Rutsky
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Product details
File Size: 4748 KB
Print Length: 174 pages
Publisher: Morgan James Publishing (August 16, 2016)
Publication Date: August 16, 2016
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B01HXWN630
Text-to-Speech:
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Amazon Best Sellers Rank:
#832,627 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
Marketing professionals are often accused of hyping fluff over substance, and too many books on marketing suffer from a similar malaise: heavy on promise, short on actionable content.In contrast, Launching to Leading stands out for its concise, realististic approach, taking you through the steps that will help you differentiate your products/services in a noisy, crowded marketplace. The author complements his marketing expertise with the ability to convey concepts and tell stories, a rare combination of talent that will keep the reader's attention.This is a great guide for someone involved with a startup or small company, but I can imagine that it would also be helpful for any marketing professional who wants to gain some fresh perspectives on how to approach customers and build market share.
This is one of those business books that you want to keep handy on your desk as you go about messaging and positioning a new product or technology. It is relatively short and concise - very easy to flip back to relevant sections when you need to brush up on a topic. It provides a more recent and relevant framework than “Crossing the Chasm†with current examples and stories that resonate. The book has some redundancies/repetition, but it retrospect that makes a lot of sense when returning to the book to brush up on a particular topic. A “must read†for any technology marketer.
Fantastic read! I couldn't put it down. As VP of marketing for an innovative start up in a very crowded space, these concepts spoke to me about the Breakthrough Marketing challenges we are dealing with right now. I jumped up and grabbed a whiteboard to capture action items as I read each chapter. I now have a solid strategic and tactical framework to workshop on next steps with the rest of the executive management team to get our unique value validated. A must read for any marketer looking to drive their company to growth goals.
An excellent book that not only gives you the fish, but also teaches you how to fish and where to fish. Ken continues his thought leadership on the ever-evolving world of marketing. Speaking as a CRO who also runs marketing, givng this my highest possible recommendation.
A wise mentor taught me many years ago a simple leadership formula. Philosophy drives attitude, which drives behavior, which drives results. This book will help any business leader think his or her way to the right Philosophy that will drive business growth.
Really enjoyed the concepts and templates. Can't wait to apply to our business! Any marketer looking to improve their messaging will love this book.
Hi I’m Douglas Burdett, host of The Marketing Book Podcast and I’d like to tell you about the book “Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements†by Ken Rutsky.In “Launching to Leadingâ€, the author explains that because of the changing B2B market and buyer, we need a new approach to marketing. He explains that the biggest challenges to getting noticed and winning are information overload, independent yet connected buyers, and crowded markets. The book addresses all three challenges and there’s a lot to the title of this book.“Launching to Leading†describes successive stages or levels toward market leadership. The author describes a company’s “launching†as being just one amongst many companies, where they focus on the product and making its presence known in the market. Unfortunately, many companies get stuck here because they are fighting a content marketing battle based on features and benefits. In this stage, competitors are quickly commoditizing benefits. But, if companies can break through to the next stage, beyond features and benefits, they are able to articulate meaningful and unique customer value.In this stage they are messaging around value statements that have actual payback for customers and are unique to their company and not easily copied by the competition. The reward for this can be a 2-3x improvement in leads to revenue. Most companies don’t make it beyond this stage, however, because they are still too close to their product, enamored with its features and overly focused on style rather than substance.The next stage is the most interesting and compelling. That’s what the author describes as “Breaking Through†and this is where companies can reframe, or tilt the entire playing field toward them by using “viewpoint stories.†A viewpoint story converges on the biggest business changes impacting your customers and the most disruptive benefits that your solution delivers in response to those changes. With these levels achieved, the final level of market leadership can be attained that builds momentum and and drives both revenue and shareholder returns dramatically upward.A big part of the book shows you how to go about building the viewpoint story, which ultimately has just four parts. It’s ingeniously simple, but not simple to develop. Fear not – the book walks you through all the details of how to create and implement it. I found the viewpoint story concept so compelling that I’m implementing it for the marketing of my business.And to listen to an interview with Ken Rutsky about Launching to Leading, visit MarketingBookPodcast.com
When I first started reading Launching to leading it quickly became apparent that this was not gong to be the ordinary marketing book. This book was well thought out and has so much information that nearly every chapter could be a book in of itself. Ken Rutsky's personal stories and research stories fit perfectly with every point he intends to make along the way about understanding the changes in the marketplace, and the changes necessary for marketers to embrace if they want to be successful with today's consumer. Especially, in the way they want to consume information and if they are going to purchase your product or service. I also found his ideas on what "value" is to be perfect considering everyone else just "assumes" value. And Ken's viewpoint story wheel is critical to truly becoming a leader in the marketplace you are in specifically. Great Read!
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