The Hero Trap - How to Win in a Post-Purpose Market by Putting People in Charge

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    The Hero Trap - How to Win in a Post-Purpose Market by Putting People in Charge

    10. jun 2020
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    Most companies today are firmly on the social and environmental issues ‘bandwagon’, like bees around a honey pot, from plastic in oceans through to diversity. As a result, people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more. "Try to fly like a superman, and you will come down like a tin of soup." Market economists have long told us that we’re driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness.

    Through extensive growth and affinity research, world-renowned purpose-pioneer, Thomas Kolster, uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a 20-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global non-profits fighting for men’s health, Movember – and how you can empower people to do the same. Today’s power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers.

     - 282 pages, 240 Illustrations, black and white

    O avtorju

    -Thomas Kolster-

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    Podrobnosti o izdelku

    • Jezik: angleški
    • Leto izida: 2020
    • Število strani: 282
    • ISBN/EAN: 9780367242695
    • Mere izdelka vxš: 19.9cm x 28.9cm
    • Datum Izida: 10.06.2020
    • Založba: Taylor & Francis Ltd
    • Avtor: Thomas Kolster
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