{"product_id":"sweet-spot-9780470051436","title":"Sweet Spot","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eWhat if your business could make growth and innovation look easy? What if you could beat the competition day in and day out? You can. \u003ci\u003eSweet Spot\u003c\/i\u003e shows you how to align all the vital parts of your business to create a competitive advantage and long-lasting success. You'll learn how to bring smart marketing together with good leadership to find your business's sweet spot.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART ONE\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eMarketing needs to change. To get a sense of marketing the way it should be, you need to understand how companies get into the sweet spots of the business world.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 Marketing, Sweet Marketing 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eMy journey, so far, has taken place on different continents; but it has also been a journey of finding a new way to think about marketing.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Sweet Spotting 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eIt’s an elite league. Sweet spot companies come in an array of different sizes and come armed with their own uniquely sweet recipes.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 The Qualifying Rounds 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWhat’s the game about? Sweet spotters move the market, become an alluring investment, outdate to innovate, create a boffo buzz, court competition, and exude Z-Leadership!\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Growing around in Circles 63\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eAnd then there’s the big picture: Understanding growth and the concept of full-circle marketing. The root of your growth strategy begins here.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART TWO\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHow do you get into a sweet spot? You develop the right skills, marketing skills. You have to mine minds, demarcate demand, turn your logo into an icon, mobilize champions-in-chief, and\u003c\/i\u003e\u003cbr\u003e \u003ci\u003eemploy advocates—not workers.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Mining Minds 81\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eSweet Spot Skill #1: Learn to march to the beat of the buyer. To do that, you have to do more than love the customer: you have to think the way he thinks and grow the way he grows.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Demarcating Demand 109\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eSweet Spot Skill #2: Avoid “everybody” traps; they’ll lead you where everyone else is heading. Reinvent your market. Link your seller specs to the buyer’s specs—then add a tad more. Build competitive moats.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 From Logo to Icon 135\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eSweet Spot Skill #3: Brands are the heart and soul of sweet spot companies. At its peak, your brand becomes a product generator and value creator. This does not happen by accident. Brands must be created and nurtured; brands must be built to move from logo to icon.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 Champions-in-Chief 163\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eSweet Spot Skill #4: Make your top executives the first new members of the marketing department. It’s a good thing if your C-suite residents become overtly identified with your company’s product line. Are your top executives on a campaign?\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Employ Advocates, Not Workers 187\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eSweet Spot Skill #5: Market from the inside out! Don’t sleep easy until all your employees are on the sales team. How to start? Create employee heroes. Most importantly, listen until it hurts.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 The Stuff That Marketing Is Made Of 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eWhen the going gets tough, the tough keep marketing. Goals are important. Skills are critical. Now, let’s check your attitude.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eNotes 223\u003c\/p\u003e \u003cp\u003eBibliography 232\u003c\/p\u003e \u003cp\u003eIndex 234\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402272153943,"sku":"9780470051436","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470051436.jpg?v=1730479906","url":"https:\/\/bookcurl.com\/products\/sweet-spot-9780470051436","provider":"Book Curl","version":"1.0","type":"link"}