| Old Friend - Timeless Lessons | | Date Created: Jan 14, 2005, 01:01 PM |
I visited an old friend today...
This friend is actually a book. "The Marketing Mystique" by Edward McKay. It was first published in '72 but it still holds timeless lessons. Here are some gems.
"Marketers are people of vision or else they cannot be marketers. If they are not visionary, then the are reduced to being merely rearward-looking, measuring only what is and what was, not bothering with what ought to be, what might be, what must be."
Here's another...
"An old saying tells us to build a better mousetrap and the world will beat a path to our door.
Quite true... but only under the following conditions:
1. If the world ever gets to hear about it
2. If consumers understand what our mousetrap is and what it does
3. If consumers understand why they need our mousetrap
4. If it is clear what our mousetrap's advantages are
5. If it is priced properly and competitively
6. If it is in the right place where our customers shop
7. If it is stocked in adequate quantities
8. If it has advantages over its competition
9. If the public understands and agrees with the superiority of our mousetrap
10. If there are no legal or regulatory problems with the use and installation of our mousetrap
Remember, only if we have all ten of these "ifs" in place do we have a good chance of having the world beat a path to our door." |
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