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Best of 111in2011

Yes, one of this content free summaries about previous read books - but I think it would be nice if you had a small reading lists with some great books.

Best of Marketing
Ice to the Eskimos

Probably to most creative marketing ideas I’ve ever read about. Jon Spoelstra has excellent writing skills, it’s so much fun to read this book even if you’re not into basketball. He’s probably what you think a marketing guy should be. Creative, uncommon and full of power. If you want to read about marketing that stands out of common marketing then this is the book for you!

The Referral Engine

Not as loud as Ice to the Eskimos but filled with love and thought about your customers. Show love to your customer and he will probably learn to love you. I think this book is ideal if you work in some sort of service industry where you have direct contact to your customers. But even if you build some product, you can learn a lot about how to please your customer and why pens as advertising gifts probably won’t work.

Best of Organization
The E-Myth

Probably one of the most important books if you got more than one employee. Micheal E. Gerber shows you how you can organize your company so that you don’t have to work in the company but you can work on the company. This book is so full of useful ideas and their implementations that you probably won’t be disappointed.

Built to Sell

One could say that Built To Sell is a unofficial sequel to The E-Myth. John Warrillow tells this excellent story in this book about a guy who has a advertising company and he wants to sell it. Like The E-Myth this book shows how to make yourself dispensable in your company - and so got more time for other important things. Awesome book, even if you never will sell your company.

Best of Entrepreneurship
Running Lean

The best book, I read, about customer development. Ash Maurya explains demonstrates colorful how to find markets, test your ideas and track your objectives. Furthermore, the book is neatly organized and quite short. If you want to start a company then Running Lean should be on your reading list.

Best of Management
Rework

A book for people how value quality over quantity. The guys from 37signals explain their business philosophy in Rework and it’s excellent. It’s a down to earth approach on running a business - work less, but better - stay simple - hire reasonably. A magnificent book for small and medium sized business owners or new entrepreneurs.

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#60/111: Ice to the Eskimos

What is it about?

So, you got the worst NBA team and now it’s time to fill their stadium and actually make money. Too hard? Ask Jon Spoelstra who achieved this with the New Jersey Nets.

What can I learn?

The Quick Fix Silver Bullet: What would you do first? Buy a new team? Run commercials? There is an easier way. Increase the frequency of purchases of your existing customers. Use direct mailing and send them special offers. Spoelstra created special packages for the top games, i.e. when the NJ Jets played against the Dallas Mavericks or Chicago Bulls.

Make your customer a real-life hero: This idea is ingenious. Jon Spoelstra had to sell sponsorships for a lousy NBA team. Everyone would be considered stupid if they would sponsor such a team. How did Spoelstra did this? He made the people who bought sponsorships real-life heroes. The New Jersey Nets sent the CEOs of the sponsoring companies and their contact person high-quality prints which included pictures of every appearance and showed how much impact they had. This impressed the CEOs and often led to the promotion of the contact person.

Make it too good of a deal: If there’s no recognition of value, price cuts won’t increase your sales enough. However, you can increase the value of your offering. Spoelstra added baseball caps or a meal to the tickets. A all-you-can eat buffet and five tickets for a game for just $29. That’s a deal too good to be true!

Conclusion

I just covered three of nineteen chapters and they are nearly all great. Ice to the Eskimos impressed me extremely and was interesting although I have no clue about the NBA. I think this book is was Attention! wanted to be - clever, unusual and stuffed with actionable advice. Recommendation!