Top critical review
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Genius? No... just a light read.
on 23 June 2014
"This book is a generous work of genius" so says Seth Godin on the cover. "Huh? What? I don't agree" I say in this review.
The first thing you notice about "the book" is that it is quite thin - 79 pages in total with over 20 pages given to case study examples - more of a paper than a book. It starts bright with a nice pre-amble and yet another regurgitation of silicon valley folklore story and then continues to do the same by re-spinning what marketers have known for a long time - you need to put yourself in the shoes of your customer, speak their language, understand your value from their perspective.
The book is light on evidence and heavy on anecdotes - I am always wary of authors who use quotes from TV shows in a bid to support an argument; that's not evidence, it's just laziness. I had a wry smile on my face when the author criticizes the 4 P's classic model then introduces her own "Difference Map" model with 6 P's.
Genius it is not - I'll be wary of anything Seth Godin endorses from here on - I feel I have been duped!
On the plus side, it's a very light read - anyone new to marketing will find it a good introduction to the basic concepts. I've given it 2 stars because I like the style of Bernadette and I suspect she is well regarded (how did this get on the TED recommeded book list???). If I were using it as a study text it would only receive 1 star - although the concept is sound the content is largely anecdotal and post rationalised.