Home Book Review There Is More to a Product Launch Than Merely Marketing – Book Review
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There Is More to a Product Launch Than Merely Marketing – Book Review

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Today, if you asked MBA students to discuss a successful product launch, they would probably give you a case study with one of Apple Corporation's most recent products. Even with the passing of Steve Jobs, we do see that Apple still has a culture and an incredible team now under Tim Cook that completely gets it. It's as if Apple can do no wrong, and they make it look so easy. In fact, its brand name alone was valued at $ 183 Billion according to the annual BrandZ Study published on May 22, 2012 and I say; "Yes, at least that much."

However, anyone that knows anything about product launching also realizes that in this day and age of finicky social networking participants nothing is guaranteed, the tide can turn in an instant. The perfect product launch might be expected by all, including the consumers, investing public, and the entire industry – but those tables could turn in a nano-second and the company doing the product launch could find themselves in a PR nightmare doing damage control.

In any case, I would like to recommend a very good book on this topic, and you might also like to watch the YouTube video where the author himself discusses this book in pretty good detail. The name of the book is;

"The Platform – Get Noticed in a Noisy World – A Step-by-Step Guide for Anyone with Something to Say or Sell," by Michael Hyatt, Thomas Nelson Publishing, New York, NY, 2012, 288 pages, ASIN (Amazon Kindle Number B006T364QG.

Michael talks about the "Wow Moment" which just blows away the customer and exceeds their expectations. The anticipation of the wow moment can be almost as good, and when it hits, it hits the heart. Okay so, how do you get to the wow moments? Well, it's not as easy as you might think, but Michael Hyatt has a 10 point program, which is completely defined in the book.

Best of all, I think this book is fairly up to date, and takes into consideration the new dynamics of the ever-changing Internet. In fact, things are changing so fast that sometimes in two or three years this book will be gathering dust on my business library bookshelves, but today is the best book on a topic that I have found to date. It is obvious that Michael is passionate, and he knows his stuff. There are plenty of examples, case studies, and all the do's and don'ts you need to know before you pull the trigger for your launch.

Indeed, as the founder of a think tank which happens to operate online, this book will come in handy for our in-house innovators, and the new start-ups that they generate with their ideas and concepts. This is why I would recommend it to anyone, and everyone involved in this sector. Please consider all this and think on.

By Lance Winslow

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