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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 1

Consumed => “What Sticks – Chapter 1 (Making It Stick – The New Marketing)” by Rex Briggs and Greg Stuart.

As the story goes, I picked this hardcover up for a couple bucks in the Princeton Public Library last week. The quick summary of Chapter 1 is that traditional marketing and advertising is broken. (Duh?) If fact, according to their methodological analysis, of the $300 billion spent per year on advertising in the United States, $112 billion – that’s billion with a b – of that is wasted.

The writing is repetitive, as most biz books are. The good news is, it’s about crunching numbers and not random wishy-washy “creative” pop shots.  I’m not expecting much. However, in terms of RIO I do believe I’ll make out pretty well (sans the investment in time to read it).

Time will tell.

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