PublishedBloomsbury, March 2017 |
ISBN9781472943040 |
FormatSoftcover, 248 pages |
Dimensions23.4cm × 15.6cm |
Shortlisted for the CMI's Management Book of the Year Award 2018 and the Business Book Awards 2018
Growth can be the most important attribute that any business can have, and yet is commonly the least well-managed area of a business' operations.
Explaining why this is, The Growth Director's Secret examines the structural/cultural factors that hold many conventionally-organized companies back. The book explores important new insights from neurological research, which reveal near-universal misunderstandings about consumer motivations, shopping behaviour and brand choice. Andy Brent shows how these flaws lead many businesses to develop bland, undifferentiated consumer propositions and wasteful commercial/marketing plans, which condemn them to year upon year of stagnant growth.
The book challenges much current commercial and marketing thinking, and introduces important new ideas such as:
The Big Growth Mistake that almost all companies make;
Shopping on Auto-pilot;
the crucial Moments of Maximum Emotional Impact (MoMIs) where all brand choice decisions are made; and
Marketing at Open Minds - a challenging new way to think about building growth-orientated marketing plans.
The Growth Director's Secret is essential reading for business owners and managers, proposing a challenging and innovative Growth Paradigm for companies who want to break the constraints of conventional business thinking and set themselves up for significant, sustained, profitable growth.
