I spend a lot of time reading marketing and psychology books.
As I read them I photograph interesting snippets that I then tweet or keep for myself, so I can refer back to them.
If the book is good I might take half a dozen photos while reading. In the case of How Not to Plan I’d taken that many snaps in the first ten pages. It’s exceptional.
The book is based on Binet and Carter’s Mythbuster column for AdMap and it covers a glorious breadth of marketing topics: from objective setting to strategy, from research to media.
Each short chapter follows a similar approach – a quote, an anecdote from their career, a thorough analysis of the research on the topic and then a case study.
Each element is excellent.
The quotes are fresh and alone justify the price:
“A goal without a plan is just a wish” Antoine de Saint-Exupery
“Content without reach is like building cathedrals in the desert” Hamish Priest
“I don’t know how to talk to everybody, only to somebody” Howard Gossage
The anecdotes are surprisingly irreverent, regularly dismissing consensus opinion as “bullshit” or “bollocks”.
The case studies are helpful, drawing on the IPA Databank and data from the long-list of brands they have worked on.
And finally, the bulk of the book, the analysis of the research on each topic, is succinct yet authoritative.
A must buy.
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