John Moore compiles the lessons he learned in his marketing career, including eight years with Starbucks, into this little book. Each of its 47 very brief, breezy chapters provides a single, useful concept. Maybe all that caffeine triggered Moore's laser-like focus and brevity. The central idea is that your marketing works best when it is people-based and authentic. Your employees will pitch in with promotional efforts, too, if they see you and the company as genuine. If you show them that the company meets its commitments in everything it does, that will give them confidence that the company will fulfill its promises to them. Your customers will absorb that assurance and solidity from your employees, and everyone will benefit. This isn’t rocket science; some of the points seem a bit puffed up to make a book of more than 200 small pages. However, getAbstract finds the book’s core lessons worthwhile – like a latte, this small cupful is short and light, with a shot of energy.
In this summary, you will learn
- How Starbucks gets more business from person-to-person marketing than from advertising;
- Why your reputation is a great proxy for your brand, and how to teach your employees to protect and promote it;
- Why community involvement has practical business benefits; and
- Why all your employees should see themselves as reporting to the customer.
About the Author
John Moore operates a marketing firm and speaks frequently at companies, conferences and colleges. He was actively involved in marketing at Starbucks and at a major natural foods grocery chain.