Theodore Levitt

Allen Adamson on “Seeing the How”: An interview by Bob Morris

June 11, 2023

Allen P. Adamson is a noted expert in all disciplines of branding. He has worked with a broad spectrum of consumer and B2B businesses in industries from packaged goods to hospitality, technology to healthcare. His previous books, including BrandSimple and, more recently, Shift…

Read More

Seeing the How: A book review by Bob Morris

May 3, 2023

Seeing the How: Transforming What People Do, Not Buy, to Gain Market Advantage Allen P. Adamson Matt Holt/An Imprint of Ben Bella Books (May 2023) “People don’t want quarter-inch drills. They want quarter-inch holes.” Theodore Levitt Why did Allen Adamson write…

Read More

HBR at 100: A book review by Bob Morris

July 7, 2022

HBR at 100: The Most Influential and Innovative Articles from Harvard Business Review’s First Century Various Contributors in collaboration with HBR Editor in Chief, Adi Ignatius Harvard Business Review Press (June 2022) “If you think education is expensive, try ignorance.”…

Read More

Peter F. Drucker on Management Essentials: A book review by Bob Morris

June 8, 2021

Peter F. Drucker on Management Essentials, Peter F. Drucker, Harvard Business Review Press, “So much of what we call management consists in making it difficult for people to work”, Drucker’s widely quoted comment helps to explain why so many organizations…

Read More

Marketing Myopia

February 5, 2021

Here is an excerpt from a “classic” article written by Theodore Levitt, one of the most influential articles ever published by Harvard Business Review. To read the complete article, check out the wealth of free resources, obtain subscription information, and…

Read More

Ten Valuable Business Lessons

May 22, 2020

  The other day, someone asked me which business lessons I have found to be the most valuable. Here are ten, in no particular order:   o “If you can’t explain your great idea to a six year-old, you really…

Read More

The Marketing Imagination: A book review by Bob Morris

March 28, 2019

The Marketing Imagination Expanded Edition) Theodore Levitt Free Press (1986) There is no other  single source of greater value…none Do not be misled by the date of this Expanded Edition: Of the more than 27 gazillion books on marketing now…

Read More

New Year Reflections: “If you think education is expensive, try ignorance.”

January 2, 2019

A 12th century French monk, Bernard of Chartres, once observed that he “stood on the shoulders of giants.” Since 1999, I have reviewed about 3,600 business books (for Amazon US, UK, and Canada) and interviewed about 650 thought leaders. Those…

Read More

Reflections On Two Decades of Business Interviews & Book Reviews

September 16, 2018

  A 12th century French monk, Bernard of Chartres, once observed that he “stood on the shoulders of giants.” Since 1999, I have reviewed about 3,400 business books (for Amazon US, UK, and Canada) and interviewed about 600 thought leaders.…

Read More

Questions That Sell: A book review by Bob Morris

April 8, 2018

Questions That Sell: The Powerful Process for Discovering What Your Customer Really Wants Paul Cherry AMACOM (2017) “People don’t buy an 8th-of-an-inch drill bit. They buy an 8th-of-an-inch hole.” Theodore Levitt This the second edition of a book first published…

Read More