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The Hero Trap How to Win in a Post-Purpose Market by Putting People in Charge

Name: The Hero Trap
Rating: 5.0 (1 reviews)
Author: Thomas Kolster

Auteur: Thomas Kolster

Taal: Engels

5,0 5

5,0/5 (1 review)

Uitgever: Taylor & Francis Ltd

Auteur: Thomas Kolster

Engels
Paperback
9780367242695
juni 2020
282 pagina's

Alle productspecificaties

Samenvatting

Most companies today are firmly on the social and environmental issues 'bandwagon', like bees around a honey pot, from plastic in oceans through to diversity. As a result, people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more. Try to fly like a superman, and you will come down like a tin of soup. Market economists have long told us that we're driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness. Through extensive growth and affinity research, world-renowned purpose-pioneer, Thomas Kolster, uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a 20-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global non-profits fighting for men's health, Movember - and how you can empower people to do the same. Today's power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers. Drawing on top-line marketing case studies and in-depth interviews, Kolster demonstrates how people are truly motivated to act when they're in charge of their own life and happiness. 'Who can you help me become?' is the one essential question you need to be asking and acting on to chart a new course for your organisation, changing behaviours at scale and unlocking sustainable growth that benefits all.

Productspecificaties

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Taal: Engels
Bindwijze: Paperback
Verschijningsdatum: juni 2020
Aantal pagina's: 282 pagina's
Illustraties: Nee

Betrokkenen

Auteur(s): Thomas Kolster
Uitgever: Taylor & Francis Ltd

EAN

EAN: 9780367242695

Overige kenmerken

Extra groot lettertype: Nee
Gewicht: 467 g
Studieboek: Ja
Verpakking breedte: 156 mm
Verpakking hoogte: 234 mm
Verpakking lengte: 234 mm

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Categorieën: Managementboeken

Sales & Marketing

Boeken
Taal: Engels
Boek, ebook of luisterboek?: Boek
Studieboek of algemeen: Studieboeken

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De post purpose bijbel
- YvZanten
- 40-49 jaar
- Amsterdam
- 12 januari 2021
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- Praktisch
- Inspirerend
Thomas beschrijft perfect hoe veel bedrijven momenteel in de Hero Trap stappen wanneer ze op zoek gaan naar hun 'why', hun 'purpose', en daarbij uit het oog verliezen waar het éigenlijk om draait, namelijk 'wie kan jij je klant helpen worden?'. Een must voor elke ondernemer, marketeer, om deze kennis mee te nemen in het vormen van je beeld over zingeving in ondernemerschap.