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on 26 August 2014
Thought provoking and practical. Basic thesis could have been explained and illustrated in 60% of the space and some of the repetitious padding dispensed with. Nevertheless, we will use this as a core part of our internal management training programme.
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on 2 September 2013
Paddy Barwise's book challenges conventional norms and more traditional FMCG marketing thinking. Is differentiation in your positioning needed to win vs. competition or is it enough to be simply better? Differentiation is key in your communication for sure but perhaps they do have a point... Definitely worth a read.
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on 24 May 2017
Fantastic book and very much relevant today. Clear, informative and enjoyable.
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TOP 1000 REVIEWERon 20 July 2011
The book is an easy if, in terms of management literature, a somewhat surprising read. It does not pontificate on ways to make the proverbial better mousetrap, instead it focuses on doing the basics right - i.e. delivering the broad category benefits to consumers sufficiently well and time after time.

As with every such book, there are examples aplenty and many are intuitively appealing. Irrespective of the differentiation strategy dreamt up in the 'strategizing circles' in the boardrooms of companies, most consumers simply do not care about this or that differentiating feature and simply want a product that fills their needs reliably, at an affordable price - something simply performing the category promise. It delivers a similar message to The One Minute Manager - Raving Fans!: Revolutionary Approach to Customer Service in a package more suited to people, who do not get taken in by the one minute manager approach to writing.

Furthermore brand building as such is not dismissed but more or less relegated to the 'cherry on the top' corner, rather than hailed as the main and (practically only) game in town. One does get the impression that the book's examples are primarily chosen in a way to reinforce the message, rather than to test the theory (even in a sandbagged kind of way), costing it the fifth star in my opinion.

If you want an easy commute read, and some food for thought of how to improve your company performance with little risk, the book is certainly a good place to start. But as the authors warn, little risk does not mean little effort or automatic glory after - providing adequate service is not the same heady experience (in the eyes of many marketeers and top management) as dreaming up the next best thing / unique selling proposition.
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on 8 March 2010
Simply Better is a refreshing and important read for marketing folk. Hell, everyone on the Board should take at least a quick look.
By challenging the belief that companies should expend huge treasure and sweat on constant innovation and should rather focus their efforts on delivering the core category benefits that consumers really value. The premise is simple and the examples easily absorbed. It's not a zingy read and it lacks the surface appeal of more radical concepts such as the Tipping Point. It is, however, probably right.
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on 5 October 2007
Refreshingly free of psycho-babble and related nonsense and without the unrealistic, over-blown and excessive 'can do' ethos that dilutes so many other books in this arena. Yes, it swims against the tide and yes, implementing the suggestions is no easy task, but I'm certainly going to try; and that's rare for me. Don't be put off by the cover that makes it look like a GCSE-level publication. There is real wisdom in these pages.
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