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Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing, and Branding, by Dan Herman Ph.D
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In today's intensely competitive consumer marketplace most companies would love to be successful, adored by their customers, and not imitated by their competitors. A private monopoly would be nice, but it isn't easy.
In his provocative book, Outsmart the MBA Clones: The Alternative guide to Competitive Strategy, Marketing, and Branding, Dr. Dan Herman reveals the secrets to establishing what he calls an "unfair advantage."
Herman maintains that despite the apparent diversity among MBA programs, they produce executives who think and act in a similar and predictable manner. This undermines the competitiveness of their companies and provides a strategic advantage to those who recognize these biases and think differently.
Outsmart the MBA Clones provides a set of new concepts and a tool kit unlike anything taught in MBA schools. The ambitious promise of this book is to help managers create business strategies that will succeed and yet amazingly will not be copied by the competition.
Steve Yastrow, author of We: The Ideal Customer Relationship says, "Outsmart the MBA Clones is filled with powerful insights, appearing one after the other, that will have you thinking, 'Hey, I never thought of it that way.' Herman challenges long-held beliefs about strategy, competitive advantage, marketing, customer segmentation, differentiation, and branding."
- Sales Rank: #1577155 in eBooks
- Published on: 2008-01-15
- Released on: 2008-01-15
- Format: Kindle eBook
About the Author
Dr. Dan Herman is an Advantagizer, a globally renowned expert in identifying growth opportunities and creating competitive advantages for companies and for brands. He integrates winning competitive strategies with profitable business models and psychologically powerful branding.
Dr. Herman is the co-owner and CEO of Competitive Advantages Ltd.. Together with his highly trained team, he serves worldwide clients ranging from local mid-sized companies to Fortune Global 500 Corporations. Competitive Advantages often partners with local consulting companies in carrying out large-scale projects.
In conjunction with his consulting practice, Dr. Herman is a conference speaker, seminar leader, workshop moderator, and is frequently interviewed by the media. Among his speaking and training topics are:
* Identifying opportunities to grow and devising growth strategies with the "What's Next?" process and Opportunity (O-Scan) method.
* Creating successful off-core differentiation strategies that competitors will not imitate and turning them into a Unique Success Formula, a private monopoly.
* Predicting potential future consumer wants with the Consumer ForeSearch method.
* Achieving meteoric marketing successes with the Marketing Hits formula and the Short Term Brands (STBs) methodology.
* Creating a psychological and social instrumentality for a brand and applying the principles for creating emotional significance.
* Developing brands that click immediately with consumers' emotions using the just-on desire branding methodology.
* Bringing a brand to life with the brand drama method, the hypnotic branding principles and, the brand trance approach.
* Creating luxury or prestige brands, premium products, VIP services, upscale retail, elite places, exclusive organizations, etc.
* The Fear of Missing Out (FoMO) and other crucial phenomena for understanding the psychological makeup of today's consumers.
Dr. Herman is the author of two marketing management books in Hebrew and another in Russian.
Dan is a devoted fan of gourmet food, of fine wine, and of high quality alcoholic beverages. He enjoys a good cigar every now and then, private dance parties, humor, world travel, and getting acquainted with people of varied cultures and lifestyles. He is a qualified personal coach for the attainment of life goals and also a certified masseur.
Some of his major interests include strategic thinking, the psychology of the intangible aspects of our reality, and altered states of consciousness.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Novel Idea
By Cliff S
The best way to describe this book is to think about a lawyer arguing a case before a court and presenting a novel argument with no primary authority or evidence to support it. While the argument may sound good, it is unlikely a court would disturb established precedent in order to adopt such a novel argument. This is precisely what the author Dan Herman is asking of the reader, to adopt his novel arguments on marketing, while discarding established marketing precedent.
In disposing of what Herman believes to be outdated principles of marketing, he introduces his own "new terms," so that he gets you into his movie, so to speak.
Throughout the book, Herman attempts to draw comparisons of his system to a variety of successfully marketed products and companies, none of which are based on his system. Also, there are no footnotes linking any evidence or studies to support any of his theories. Herman does say, however, that "This isn't a textbook, so I'm not going into precisely what each term means and how we research and analyze each and every topic." In effect, Herman is asking the reader to adopt his theories, while disposing of established marketing principles, which he contends no longer work, a tall order to say the least.
The book is well written and has its moments, yet falls short in establishing any evidence to support this supposedly improved marketing system, over that of the principles being used by MBA clones. Since the book introduces so many new terms, it could benefit from adding a summary at the end of each chapter, tying in those key points and terms.
In short, the book boils down to a series of novel arguments. Whether they work in the dynamic world of marketing is anyone's guess, since the author is defining the scope of that success with a variety of his own new terms and ideas, which have yet to be adopted or proven.
0 of 0 people found the following review helpful.
Fresh perspective
By Chelle
So many business books are telling a similar story, but this one's got some new perspectives. I don't agree with everything Herman says, but it's nice to have some different experiences and opinions to consider than just the same old, same old. It's also much cheaper than most textbooks! Worth the money.
0 of 0 people found the following review helpful.
Excellent and comprehensive topic
By Will Roffé
Really enjoyed this book. Dan Herman is a clever guy. Jump to the head of the pack by reading this.
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