marketing – Scott J. Pearson’s Book Review

Crossing the Chasm: Marketing & Selling Disruptive Products to Mainstream Customers

By Scott J. Pearson | July 14, 2023July 14, 2023 by Scott J. Pearson

Most technology products begin with technologists playing in their environments. They then pick up steam when early visionaries figure out how to use it to expand their individual platforms and gain a competitive edge. However, many, if not most, products die there and never find their way to mainstream use. In this classic book, Geoffrey Moore explains why. The motives that drive these first two groups are different than the motives of mainstream customers, whom…

Management-Business

Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth

By Scott J. Pearson | January 2, 2020January 2, 2020 by Scott J. Pearson

With the advent of the Internet and social media, word-of-mouth marketing has come into its own. Word of mouth was always a potent force offline, but online, its force has only amplified. The trouble, I find, is the excess noise. Yes, everybody’s doing it, and your product’s survival is at stake. What can make your product thrive via word of mouth? Baer and Lemin offer some answers with their concept of Talk Triggers. Talk Triggers…

Management-Business Writing-Communication

Contagious: Why Things Catch On

By Scott J. Pearson | September 17, 2019April 1, 2020 by Scott J. Pearson

How does marketing work in an era where things go viral on the Internet and social media dominates our national discourse? Jonah Berger, a professor at the Wharton School of Business, has an understanding of how it can work and a philosophy of how you can use it to promote your work. Using terms like “social currency” and established concepts like social status, he describes how online marketing can work in a way that is…