Are you an aspiring business guru? Are you one who wants to stay in the game? Here is a piece of advice drawn from Martin Lindstrom's latest book launch (BRAND Sense, see my previous post on the book).
Here is what Tom Peters, business guru among the business gurus, has to say to endorse Lindstrom's book:
"BRANDsense is a wonderful book, an original to be sure. More important, it is a necessary book! The table has been run on traditional branding practices - and the race is on to re-imagine marketing and branding.
Martin Lindstrom provides us with the Nikes we need to begin the re-imaging sprint."
Why is Tom Peters putting so much emphasis on re-imagination? The answer is here !
See the point: Business gurus behave much in the same way as eleventh century Maghribi traders (mediterranenan trade). Trade at the time was not easy and begged the question of reputation: How can you (learn to) trust somebody with whom you'd like to trade with but whom you don't know? As shown by Stanford University professor of economics, Avner Greif, Maghribi traders formed a coalition along the following basic rules:
- Hire only another Maghribi merchant as an agent,
- Spread reputation of an agent who cheated to the Mahgribi coalition,
- Refrain from hiring a Mahgribi merchant who has acquired such a reputation.
Other things being equal business gurus do the same: They use the system of co-endorsements to strengthen the coalition and, in the course of doing so, promote their respective buzzwords: Re-imagine, re-engineering, EVA etc... And guess what they usually share the same "impresario"!
hi! can you please give me some format about business concept paper? and guides also.. please
thank you.
Posted by: lyndon | January 06, 2006 at 06:49 PM