Marty Neumeier : The Brand Gap (book highlights)

Note: The following are my personal highlights. If you like them, please consider buying the book.

  • A brand is a person’s gut feeling about a product, service, or company. It’s a GUT FEELING because we’re all emotional, intuitive beings, despite our best efforts to be rational. It’s a PERSON’S gut feeling, because in the end the brand is defined by individuals, not by companies, markets, or the so-called general public. Each person creates his or her own version of it. While companies can’t control this process, they can influence it by communicating the qualities that make this product different than that product. When enough individuals arrive at the same gut feeling, a company can be said to have a brand. In other words, a brand is not what YOU say it is. It’s what THEY say it is. A brand is a kind of Platonic ideal—a concept shared by society to identify a specific class of things.
  • Brand management is the management of differences, not as they exist on data sheets, but as they exist in the minds of people.
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Blair Enns : A Win Without Pitching Manifesto (book highlights)

Note: The following are my personal highlights. If you like them, please consider buying the book.

  • “Whenever you find yourself on the side of the majority, it is time to pause and reflect.” – Mark Twain
  • What the world needs, what the better clients are willing to pay for, and what our people want to develop and deliver, is deep expertise. Expertise is the only valid basis for differentiating ourselves from the competition. Not personality. Not process. Not price. It is expertise and expertise alone that will set us apart in a meaningful way and allow us to deal with our clients and prospects from a position of power.
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Nir Eyal : Hooked: How to Build Habit-Forming Products (book highlights)

Note: The following are my personal highlights. If you like them, please consider buying the book.

  • The unsurprising response of your fridge light turning on when you open the door doesn’t drive you to keep opening it again and again. However, add some variability to the mix—suppose a different treat magically appears in your fridge every time you open it—and voilà, intrigue is created.
  • Like nail biting, many of our daily decisions are made simply because that was the way we have found resolution in the past. The brain automatically deduces that if the decision was a good one yesterday, then it is a safe bet again today and the action becomes a routine.
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Seth Godin : Purple Cow: Transform Your Business by Being Remarkable (book highlights)

Note: The following are my personal highlights. If you like them, please consider buying the book.

  • Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn’t remarkable, it’s invisible.
  • The post-consumption consumer is out of things to buy. We have what we need, we want very little, and we’re too busy to spend a lot of time researching something you’ve worked hard to create for us.
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Cal Newport : So Good They Can’t Ignore You (book highlights)


Note: The following are my personal highlights. If you like them, please consider buying the book.

  • The things that make a great job great, I discovered, are rare and valuable. If you want them in your working life, you need something rare and valuable to offer in return. In other words, you need to be good at something before you can expect a good job.
  • If a young Steve Jobs had taken his own advice and decided to only pursue work he loved, we would probably find him today as one of the Los Altos Zen Center’s most popular teachers.
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Viktor E Frankl: Man’s Search For Meaning (book highlights)

Note: The following are my personal highlights. If you like them, please consider buying the book.

  • Forces beyond your control can take away everything you possess except one thing, your freedom to choose how you will respond to the situation. You cannot control what happens to you in life, but you can always control what you will feel and do about what happens to you.
  • “Don’t aim at success—the more you aim at it and make it a target, the more you are going to miss it. For success, like happiness, cannot be pursued; it must ensue, and it only does so as the unintended side-effect of one’s dedication to a cause greater than oneself or as the by-product of one’s surrender to a person other than oneself. Happiness must happen, and the same holds for success: you have to let it happen by not caring about it. I want you to listen to what your conscience commands you to do and go on to carry it out to the best of your knowledge. Then you will live to see that in the long run—in the long run, I say!—success will follow you precisely because you had forgotten to think of it.”
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