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Niche: Why the Market No Longer Favours the Mainstream
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More About the Author
Product Description
Book Description
Niche is an eye-opening analysis of why big business has failed to sell to the mainstream, in the tradition of Chris Anderson's The Long Tail
Product Description
As high street and main street businesses continue to suffer, there's a new rule in business: forget about the general audience and instead stake out an identifiable niche.
Woolworths suffered from a lack of identity and found that low quality and low price wasn't enough; General Motors crashed as motorists failed to distinguish between cars in their range. Yet HBO, Moleskine and specialist media like The Economist have all succeeded by building their authority over narrow areas of expertise and cultivating a passionate following - and their profits have mushroomed.
Fascinating and thought-provoking, Niche is a superb examination of how innovation and profitability are moving to a series of tightly defined but globally scattered niches, bound together by the reach of the net.
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Customer Reviews
Most Helpful Customer Reviews
3 of 4 people found the following review helpful
Format:Paperback
If you have read books such as Tipping Point, No Logo, Tribes, The Long Tail and Microtrends, you will learn nothing from this book. I found Niche to be an amalgamation of these books and similar titles, as well as some light weight interviews, business case studies and some ridiculous comparisons (the "success" of a small motorcycle store versus the "failure" of GAP in the closing chapters).
To me the author should have heeded his own advice and not gone "middle brow" with his book and provided a more detailed account of his time as a trend spotter or focussed on the UK (as the titles listed above are very US centric).
Also, the editor should not have allowed the far too frequent use of the phrase "big beasts" as after a while the excessive usage becomes ridiculous.
If you are new to the topic, this book could be considered a starting point, however, I feel you would do better with Tipping Point, No Logo and The Long Tail.
Cheers
Fintan
To me the author should have heeded his own advice and not gone "middle brow" with his book and provided a more detailed account of his time as a trend spotter or focussed on the UK (as the titles listed above are very US centric).
Also, the editor should not have allowed the far too frequent use of the phrase "big beasts" as after a while the excessive usage becomes ridiculous.
If you are new to the topic, this book could be considered a starting point, however, I feel you would do better with Tipping Point, No Logo and The Long Tail.
Cheers
Fintan
3 of 4 people found the following review helpful
Format:Hardcover|Amazon Verified Purchase
If any retailer were still in any doubt that specialism, working out what you are and being great at that thing, is the only hope for bricks and mortar retailing then this brilliant book should wipe that out at a stroke. Harkin makes the case for specialism, authenticity, originality and daring communication in a superbly readable and instantly credible fashion.
One thing I like very much is that wherever his case studies relate to examples we've all heard of--Woolworths, Gap or GM, for example--he is able to pull out detail, quotes or analysis you've not heard before. That's hugely valuable and contributes to an unusually high, and unusually entertaining, pace for a business book.
I'm a retailing consultant whose main task, right now, is to teach retailers that having a Big Idea--being something clear, specific, novel and attractive--is the absolutely the key to surviving and thriving in the modern marketplace. Harkin has stuffed me a bit because now I probably ought to just give clients a copy of Niche and save them my full fee!
Well played James, more please.
One thing I like very much is that wherever his case studies relate to examples we've all heard of--Woolworths, Gap or GM, for example--he is able to pull out detail, quotes or analysis you've not heard before. That's hugely valuable and contributes to an unusually high, and unusually entertaining, pace for a business book.
I'm a retailing consultant whose main task, right now, is to teach retailers that having a Big Idea--being something clear, specific, novel and attractive--is the absolutely the key to surviving and thriving in the modern marketplace. Harkin has stuffed me a bit because now I probably ought to just give clients a copy of Niche and save them my full fee!
Well played James, more please.
Format:Paperback
Received the book in pristine condition and quite quickly. Although it was supposed to have been almost new it looked like whoever had it before me either had not read it or had a reverance for its contents.
Lots of revelations about varying businesses. Was expecting something quite different on niche markets. Nonetheless an interesting book. Plenty of historical developments within different businesses.
Would have liked to have seen a more expansive chapter on how to grow a niche. A mention of the current economic situation and its impact on the home/online worker trying to find the elusive niche might have been another interesting topic. The market is saturated with internet marketers selling niche market solutions that don't necessarily work but make the so called "Gurus" a fortune.
Final assessment: capitivating snippets of information but felt that there could have been so much more.
Lots of revelations about varying businesses. Was expecting something quite different on niche markets. Nonetheless an interesting book. Plenty of historical developments within different businesses.
Would have liked to have seen a more expansive chapter on how to grow a niche. A mention of the current economic situation and its impact on the home/online worker trying to find the elusive niche might have been another interesting topic. The market is saturated with internet marketers selling niche market solutions that don't necessarily work but make the so called "Gurus" a fortune.
Final assessment: capitivating snippets of information but felt that there could have been so much more.
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Most Recent Customer Reviews
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Quite simply, a brilliant read - I read it in six hours. Lots of data, not boring like most dreary, self-promoting businessy tomes, fantastic stories I'd never heard before and... Read more
Published 14 months ago by E Curtayne
Lively, informative and enjoyable
Lively, enoyable and fascinating stories of businesses, big and small, illustrate the main thesis of this book. Read more
Published 14 months ago by Daniel Brouiller
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