Blog
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Blog / ChangeThis
STOP Branding and START Activating (Part II of "A Manifesto for Thinking Small")
By Craig Wilson
"Part 1 of this series explored the inefficacy of 'Big Idea' campaign marketing and noted the success of brands practicing the contrary, described as a process of nurturing the character of an organization. Part 2 is presented as a manifesto to marketers and brand strategists to STOP Branding, to stop trying to create demand, to adopt a different frame of mind, to think in terms of relationship activation by being true to a set of principles that will connect them to existing, latent demand. Marketers don't generate demand. Great companies spend their time understanding what and where latent demand exists and build the products, services, and user experiences that connect to that demand. They delve into their founding principles and develop, invent, or innovate goods and services specifically driven and defined by those principles. Don't misinterpret this effort. It's not a matter of chasing market opportunity. It's as much an inward journey as it is recognition of the current state of any given market.
Categories: changethis
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Blog / Book Giveaways
The New Grand Strategy: Restoring America's Prosperity, Security, and Sustainability in the 21st Century
By Porchlight
Mark Mykleby, Patrick Doherty, and Joel Makower have written "a business plan for America that combines hard-nosed economic analysis with stark truths about demographic shifts, climate change, and resource scarcity."
Categories: giveaways
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Blog / Editor's Choice
That's Not How We Do It Here!: A Story about How Organizations Rise and Fall—And Can Rise Again
Book Review by Porchlight
John Kotter and Holger Rathgeber take us out into the desert of Africa to teach us some valuable lessons about leadership and change.
Categories: editors-choice
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Blog / Blog
May 2016 Business Book Bestsellers
By Porchlight
Our business book bestsellers for the month of May, 2016
Categories: publishing-industry, the-company
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Blog / New Releases
Business Books to Watch in June
By Porchlight
Looking for something new to read? These are just some of the books we have our eyes on in June, in order of publication date.
Categories: new-releases, publishing-industry
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Blog / New Releases
Self Made : Becoming Empowered, Self-Reliant, and Rich in Every Way
By Porchlight
Nely Galán explains the new revolution in women’s entrepreneurship, and how to join it.
Categories: new-releases
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Blog / New Releases
That's Not How We Do It Here!: A Story about How Organizations Rise and Fall—And Can Rise Again
By Porchlight
Renowned author John Kotter has a new book out, along with some special bonus material if you pre-order before June 7.
Categories: new-releases
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Blog / Book Giveaways
Age of Discovery: Navigating the Risks and Rewards of Our New Renaissance
By Porchlight
Two award-winning Oxford scholars redefine the present day as a New Renaissance—a rare moment of flourishing genius and risk that promises to reshape all our lives.
Categories: giveaways
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Blog / Editor's Choice
The Greats on Leadership: Classic Wisdom for Modern Managers
Book Review by Porchlight
Jocelyn Davis uses great literature to impart invaluable lessons on leadership.
Categories: editors-choice
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Blog / New Releases
The Hockey Stick Principles: The 4 Key Stages to Entrepreneurial Success
By Porchlight
With practical and easy-to-follow advice and tips, The Hockey Stick Principles is a valuable handbook for anyone looking to start or grow a business.
Categories: new-releases, narrative-biography
