Overview

"This book is a must read for business owners, leadership teams and marketers who want to stop acting tactically and start making big strategic moves to create unfair advantages in their businesses. Marketing is one of the most misunderstood but crucial areas of business. Most of us are drowning in the ever-expanding lists of marketing tactics and do not understand that acting strategic is the solution to gain business breakthrough, simplification, efficiency and effectiveness. So, many undertake expensive and misguided efforts that yield little-to-no ROI, reducing strategic growth and increasing strategic risks, as well as squandering profits. To better assess your options, this ""manual"" demystifies marketing and presents six key truths that will equip you and your team to enact deliberate, advantage-creating changes in your business. From introducing standardized ""mental models"" to challenging thinking patterns to creating a multi-year business road map, Mike and Bruce team up to help you dismantle the Great Marketing Lie and replace it with actionable, competitive strategies. This is not just a book you're going to ""read."" You'll want a pen in hand to take notes that you'll want to apply to your business and team. This is not a book you finish saying, ""that was nice."" No. The foundational and easily applied strategic marketing principles come with tools to work through them. Get your white board ready for the team. Your goal is to get your company ""from here to there,"" and The Great Marketing Lie was written for just that purpose: To create a competitive moat around your business. To be a team of ""sharks with laser beams."" To think like a raptor while your competitors are asleep. To go from red ocean to blue. The Great Marketing Lie is a book you'll want to return to over time as your business and markets continue to change."

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9781956464375

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"Mike is a partner with RaptorUSA, a high-end marketing consulting firm whose principals have worked with hundreds of middle-market companies nationally. He previously co-founded and was a managing partner of RSM Marketing, a firm providing an Outsourced Marketing Department to companies across all industries nationwide. He led two acquisitions for the company. Mike was also a CEO of a Wichita, Kansas ad agency serving larger clients, such as Cargill and Cox Communications. Mike founded and sold a technology company that provided solutions within the digital outdoor space. Mike is a retired Marine Corps lieutenant colonel who served as a public affairs officer in New York City, the Pentagon, and NORAD, where he led media relations and information operations in the aftermath of 9/11. He routinely addressed the media's questions regarding UFO sightings and Area 51. Over his career, he has worked in the accounting and nonprofit industries. Mike has a Master's degree in Marketing Communication from the University of Kansas and taught strategic marketing for years in Newman University's MBA program, where his unorthodox approach to marketing and instruction earned him the highest student scores within the program. Mike was a Vistage member for nearly 20 years. He resides in Kansas City, Missouri. Bruce spent his first 20 years in the advertising industry working in some of the largest advertising agencies in the world. Among those were Saatchi & Saatchi, Chiat/Day, and DDB Worldwide, teams lauded for their creativity. Bruce made his living by generating supposed ""rabbits-out-of-the-hat"" magical strategies. These strategies are the unbelievable-the flashy advertisements that catch your eye but don't always correlate with the product being sold. They brought in pop culture and provided entertaining insights on the product, anything they thought people would like. These ads felt like distractions from the product and the company. For some ads, there was no correlation between what they showed, what the product achieved, and what the company stood for. Think about Super Bowl commercials-how often are you sitting through the ad while wondering what product is actually being sold? Businesses spend millions of dollars to score these high-traffic TV slots, only for viewers to struggle to identify the brand.During these advertising magician years, Bruce was part of the Great Marketing Lie. Marketing magic was completed behind a curtain of mystery. There's a lot of drama in the advertising world. If your ad works, everything's great. But if there isn't a significant increase in sales after the ad is released, you shoulder the blame for its failure. Some people love the unpredictable drama of the industry, but Bruce knew there had to be a better approach to successful marketing communication. Bruce's career in advertising took him to Southeast Asia, where he managed the regional offices of large advertising agencies: Singapore, Hong Kong, Vietnam, China, and Japan."

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