Marketing expert John Winsor offers hope to companies that are disconnected from their customers. They must turn the way they do business on its head – employing a “bottom-up” instead of “top-down” approach. Rather than dictating to others from on high, companies should seek closer relationships with their customers and their communities. This book walks business owners through seven important steps to bottom-up business success. It explains the internal strategies organizations should use to get employees thinking in bottom-up terms. And it makes an excellent case for the efficacy of each company developing its own narrative or “story.” While generally applicable, the book suffers from occasional repetition. The bottom line on this bottom-up primer: Although you may not “flip” over it, getAbstract believes this book’s easy-to-follow steps could help you develop a closer, more effective dialogue with your customers, which could lead to lead to new and sustained sales.
In this summary, you will learn
- Why companies traditionally engage in a “top-down” business approach,
- Why creating, branding and marketing your products from the bottom up is better and
- How to create a “bottom-up” strategy by applying seven tools.
About the Author
John Winsor is chief executive officer of the advertising agency Victors & Spoils in Boulder, Colorado. He cowrote Spark and Baked In with Alex Bogusky.