Theodore Levitt
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 MoreHBR 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 MorePeter 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 MoreThe 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 MoreThe 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 MoreA 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 MoreA 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 MoreQuestions 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…
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Marketing Myopia
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…
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