Dan Herman’s book is not really about M.B.A.s; it’s just badly titled. Actually, his subject is the continuing power of product differentiation, and he is challenging how marketers conceptualize their work. He explains how to “electrify” consumers by developing innovative products and services that your “M.B.A.-clone” competitors are reluctant to imitate, thereby handing you a monopoly. Herman comes out swinging as a bold strategist, but because his thinking is both nuanced and complex, his book is sometimes difficult to follow. Still, getAbstract considers it a useful text in marketing strategy and recommends it to marketers of all stripes. Even if you decide not to follow Herman’s logic down all its paths, you can harness his clever ideas and out-market all those M.B.A. clones.
In this summary, you will learn
- Why M.B.A. grads often fail to think creatively
- How differentiation creates successful brands
- How to use 10 “searching angles” to find more opportunities for your brand
- How to win in marketing, with or without an M.B.A..
About the Author
Dan Herman, the co-owner and CEO of a global strategy consulting firm, is also a speaker and training workshop moderator.