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As Zac once Said: "'Peace, Love, Happiness, and Bullet-Proof Marshmellows!!"
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I am truly impressed. This so-called beginner's book scarcely rates that category; this is the very sort of information that beginners REALLY need but oh-so rarely ever get until it is too late. Moreover, it is presented in a form that beginners can understand and digest with ease. Truly a gem, and destined to be a classic.
The checklists, the explanations which make the complex simple, the techniques, the wonderful illustrations, the tips & tricks, the lists of common mistakes to avoid, ( and which species to avoid ) and the truly useful advice make this book very complete. It's 140+ pages are chocked full of good information without a lot of "fluff"; it's truly "all-meat, no filler!"
If I had to recommend just ONE book for the beginning marine hobbyist, I think that this would be the one. I even recommend it highly to intermediate hobbyists. While it doesn't cover every single aspect of the marine hobby, ( not that any one book, or even any given dozen ever books could ) it aptly covers the most important things, and most importantly, it covers them in a way which will make it the most useful to it's target audience...
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DeRosa knows his stuff and his research is exhaustive. I would have to liked to have seen more storyboard to script comparisons and comments from other writers and directors but that probably would have changed the scope of the book (and the focus). Without tarnishing Hitch's reputation, Writing With Hitchcock makes a strong case for the importance of Hayes contribution to Hitch's film.
After they had a falling out Hitch would frequently dismiss Hayes contributions to his films in print( such as in Truffaut's interview with Hitchcock. Hitch was generally pretty good about recognizing the importance of his collaborators)
Luckily that bitterness can't color the fine work of these well matched collaborators. This book along (with the inteviews Hayes granted for the DVD editions of their four films) finally puts it all into perspective. It also allows one to celebrate the great art and entertainment of Hitch and Hayes.
This fascinating book details the relationship between Hayes and Hitchcock, exploring how the two collaborated on the writing and production of the films. Relying on a mass of documents from studio records to Hitchcock's and Hayes' personal papers, as well as anecdotal accounts, Steven DeRosa chronicles the ups and downs of this collaboration, and then analyzes the films themselves. DeRosa presents a fresh and complex portrait of the director while also providing one of the best accounts of the process of writing for film and the indignities screenwriters often endure.
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If you want to learn about today's brand-building challenges, other books handle that subject much better. If you want to learn about how the Wedgwood, H.J. Heinz, Marshall Field, Estee Lauder, Starbucks, and Dell businesses got started, this is your book. The material is handled much like historical fiction (except the facts are meticulously gathered and documented), and you will find the going easy and pleasant.
If you like Horatio Alger stories, you will find those here as well. I suspect that exhausted entrepreneurs on long plane trips where their computer batteries have run out will find this book helpful in recharging their personal batteries. As Winston Churchill once said, "Never give up." That's the key lesson here. Through trial and error, these entrepreneurs kept trying until they found formulas that worked.
The choice of examples is a little flawed. Five are consumer branding examples and only one is a business example (Dell). Of the consumer branding examples, you will find that most are about selling to the higher income people. That gets a little repetitive.
The explanation of the examples is also incomplete. Considering that this is a business book, there is relatively little financial information other than annual sales and occasional asset turnover ratios. Qualitative example are helpful, but they are more helpful with more pinning down. For example, when you see the profit margins that Wedgwood had, that explains a lot about why the company could afford such lavish promotions. Without similar information on Heinz, you wonder why he was so successful in making sales but went bankrupt. Presumably, he had low margins.
The photographs and maps in the book are a plus, and I enjoyed them very much. The book was printed on such high quality paper (similar to that used for diplomas) that the images are on the same paper as the text. This permits the book to have many more illustrations than similar-sized business books.
The point about earning trust in the book is easily explained. At the time when these entrepreneurs were getting started, their largest competitors usually provided poor quality products, sometimes had inappropriate brand images, often failed to offer decent guarantees, and typically acted in self-serving ways. Earning trust isn't too hard if others are scoundrels or incompetent. Above all, these entrepreneurs stood for decent human values, and got that point across in one-to-one situations. I'm not sure that point comes out clearly enough, even though it is certainly present in each example.
Those who think the Internet age is unique will find the comparisons to the beginning of the Industrial Revolution in England and the transportation improvements in the United States to be valuable contrasts. But each age brings its unique changes. Entrepreneurs should seek to grasp those changes, but also see what others have missed. I think that the Starbucks concept could have been successfully innovated in the late 1950s. It's just that no one did it then.
After you finish enjoying these stories, I suggest that you think about the values that your organization stands for. Are those values presented and delivered in ways that make your organization more trustworthy than any other? How else do you have to be superior in order to establish a burnished brand image?
Be serious about giving people the best you can possibly provide!
Wedgwood improved the quality of earthenware, and changed the way that the products were used by the wealthy and the aspiring. He courted the visible elites and royalty to inspire emulation by those who could afford the products.
H.J. Heinz offered quality and convenience at a time when most preserved food products were shoddy and women did most of their own preserving.
Marshall Field courted the carriage trade who could afford to pay top dollar for top quality goods and service.
Estee Lauder provided high quality cosmetics at more affordable prices.
Howard Schultz introduced most Americans to the latte, taking coffee from being a source of caffeine to a tasteful experience.
Michael Dell changed the business model for how corporations got their computing equipment, customizing for each one just-in-time.
Having been educated in both history and in business, it is clear that Professor Koehn comes at the problem more from the historical discipline than from the business one. As a result, the book will be most appealing to those who are interested in the origins of one or more of these brands, companies, or entrepreneurs. At this level, the book is five-star entertainment.
Business readers will find that relevant details are often missing. For example, Wedgwood staged very expensive exhibitions of his wares. You wonder how he could afford to do this, and finally learn near the end of the study that the company had enormous profit margins. H.J. Heinz is described as being very successful in a predecessor company, yet he goes bankrupt. Some information about his margins would probably have revealed that he had low margins. The information is not included. There are bits and pieces of ratios and annual revenue numbers, but the financial side of these examples is clearly underdeveloped. That's a shame, since they all built up important enterprises on a shoestring.
The choice of cases seems flawed from a business perspective. Five of the six are consumer products and services. Of the five, all appealed initially to high income people when good products and services were largely unavailable. Forming brands in such an environment is no great trick. Readers would have learned more about brand building from cases where the competition was fierce from people who were providing exactly the same choices.
As a result, from a business perspective, this is a three star book. I averaged the five and the three star ratings out to reach my four star conclusion.
After you read this book, you should think about how you decide which brands to trust, and how you go about establishing the trustworthiness of brands that you represent. What else is important before trust can be earned? In particular, pay attention to the significance of establishing improved business models (something that all six entrepreneurs had in common).
Make your brand stand alone in its desirability in the eyes of all who see it!
It is this holistic approach to the subject of each profile that makes the stories so compelling. Using her command of history, Ms. Koehn outlines the period view of each of the products (pickles to perfume) and vividly draws the reader into the strategy of each of these entrepreneurs' approach to the market and building their brand. It is the power of these stories that gives the brand message such import. All of these people had a great number of competitors in their market niche but their focussed approach to the brand associated with their goods or services is what set them apart.
Ms. Koehn uses some excellent demographic and financial information (indexed to today's dollars) that provide the backdrop for the scale of the success each of these entrepreneurs' achieved. This provides just enough quantitative information to provide texture without clouding the real story in statistics.
As an executive in the software business today, I found a great deal of comfort in the fact that the challenges I face in today's competitive marketplace are not new. In fact, with great courage and resolve, they have been solved again and again in differing but similar ways over centuries.