THE #1 HACK FOR SMARTER MARKETING
We all want new answers and new solutions for the very real and pressing challenges that our organizations face. New things to point to and talk about, new ways of working and new ways of thinking that might just be better than the old ways.
But rather than this endless search for a brilliant and novel solution, why don't you just copy something that's worked before?
Mark Earls, leading expert in marketing and consumer behaviour, quashes the stigma around copying, and shows that it can help us to rethink how we go about solving problems. By understanding what other people are doing and the choices they make, we can develop strategies to solve the challenges that we face inside and outside the organization.
Based on extensive research and proven examples, Copy, Copy, Copy provides over 50 strategies that you can use right away to copy, borrow or steal as the basis for better ideas - faster. If it's good enough for Elvis, Newton, Shakespeare, The British Olympic Cycling Team and Great Ormond Street Hospital, isn't it good enough for you?
'This delightful book argues convincingly that transferring ideas usually produces greater value than cooking them up from scratch. And then shows you how.' — Rory Sutherland, Vice Chairman, Ogilvy London and the Spectator Magazine's Wikiman
'Yet another entertaining handbook from the acclaimed Herdmeister for anyone involved in marketing, behavioural change and understanding why we all make the choices we make. Earls convincingly disrupts convention about what is innovation - though "praxis". This is jammed with great case studies and 52 actionable strategies.' — Stephen Maher, Chairman, The Marketing Society and CEO, MBA
'Yet again this leading British business thinker has got us to see the world we inhabit today in fresh and mind-altering ways. A book which marries theory and practice better than the vast majority out there. Most of all his message of copying one's way to greatness is entertaining, counter-intuitive and fun.' — David Abraham, CEO Channel 4 PLC
Table of contents
- OPTICS, MATHS AND THE SCIENTIFIC METHOD
- MARGINAL GAINS
- HIS DARK MATERIALS
- TALENT COPIES
- WHY DOES ANY OF THIS MATTER?
- IF IT WASN'T FOR YOU PESKY KIDS
- THE TYRANNY OF THE SINGULAR
- NOT ALL COPYING IS GOOD
- MORE THAN A MASH-UP
- AFTER THE HERD
- DIFFERENT KINDS OF QUESTIONS
- THE AMBITION OF THIS BOOK
- COPIED FROM PEOPLE WHO'VE COPIED
- LEARN TO CODE OR LEARN TO COPY?
- 1 IN PRAISE OF COPYING
2 HOW TO COPY WELL
- A RACE TO THE TOP
- COPYING ORIGINALS
- BAD COPYING?
- SHANZAI APPLE?
- SINGLE WHITE COPYING
- WE TRY EVEN HARDER
- INVENTION AND INNOVATION
- ORIGINALITY DOESN'T PAY
- KEEP CALM
- MAKING DELIBERATE COPYING ERRORS
- CHINESE WHISPERS
- MAKING ERROR
- ERROR AND EXCELLENCE
- COPY: ‘KOPERIEN', ‘NACHMACHEN' OR ‘ABKUFERN'
- COPYING LOOSELY CAN BE DANGEROUS
- COPYING AND EVOLUTION
- COPYING, CHANGING AND PERIOD INSTRUMENTS
- COPYING AND FIXING THINGS
- FIXING BROKEN THINGS
- POPULAR THING FOR A BROKEN THING
- BROKEN THINGS AT SCALE
- VERY SMALL OR FAR AWAY?
- OVER THERE, OVER THERE …
- THE MAKING OF MODERN RUSSIA
- LET THE DOGS OUT
- THE BRAINJUICER® EFFECT
- BOTTLING THE JUICER'S RECIPE
- RINSE AND REPEAT
- STEALING FROM A DISTANCE – GAMES TO PLAY
- WHAT WOULD THE DUDE DO?
- NOT BEING ME
- LEAVE YOUR JOB
- KNOWING WHAT TO COPY
- HOW TO WIN FRIENDS
- THE CASE OF THE CASE STUDY
- THE RIGHT TOOL FOR THE RIGHT JOB
- THE VIRTUE OF A TIDY TOOLKIT
- A ‘KINDA THING' KIND OF THING
- KINDA THING
- 3 ‘WHAT KINDA THING?': MAPS AND DRAWING
- 4 WHERE TO COPY FROM: THE PATTERN BOOKS
- 5 COPY BETTER
- ABOUT THE AUTHOR
- Title: Copy, Copy, Copy: How to Do Smarter Marketing by Using Other People's Ideas
- Release date: April 2015
- Publisher(s): Wiley
- ISBN: 9781118964965
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