Noel Capon enters a thoroughly ploughed field of business writing and surprised this reader by digging up many fresh treasures. He achieves this through his savvy research project (this book is way more than the standard round-up of usual suspects,) and through choosing some left of field businesses to examine: The Mayo Clinic? The result is fresh writing, fresh thinking and recommendations that aren't necessarily all new, but are re-phrased and re-expressed for today's times.I'm beginning to find marketing gurus like Aaker (Example: Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth,) somewhat tired these days, and slipping behind the game in terms of what the age of the internet has done to personalise and redefine the relationships between organisations and their customers. Mass marketing, as it became defined in the post-war years up to the 1990s, is over and done with: everything is coming down to a one on one encounter, but on a large scale.
Capon clearly gets this, and communicates this. I particularly appreciate his writing on how organisations need to better integrate (break down those silos,) in order to serve the customer, and how organisations must measure what matters. For many marketers, as they'll see here, 'what matters' may be quite different from what they've been measuring to date. Well recommended. $18? Spend your money.
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