horse sense
DESCRIPTION
BOOK REVIEWTRANSCRIPT
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BOOK REVIEW
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ABOUT THE AUTHORS
– Al Ries and Jack Trout are perhaps the most successful and the best-known personalities in the marketing world- with due regards to Phillip Kohtler.
– Al Ries is chairman of Ries & Ries, an Atlanta based marketing firm that has done strategic work for many major corporations
– Jack Trout is recognized as the world's foremost marketing strategist and is responsible for the freshest ideas in marketing in the last 20 years.
–
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Contd….
– Al and Jack Trout are the co-authors of the industry classic, Positioning: The Battle for Your Mind, published in 1980 by McGraw-Hill. The principle of positioning itself has been the subject of articles in The Wall Street Journal,
– In 1985 Al Ries and Jack Trout wrote a second best-selling book entitled Marketing Warfare. Crossing marketing thinking with some principles of the famous Prussian military strategist, Carl Von Clausewitz, this book also received wide acclaim.
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Contd,,,– The two books are available in a total of 17
different languages. • In 1988, they wrote Bottom-Up Marketing a book
that attacks some of management's most cherished concepts, including goals, mission statements and strategic planning. Their revolutionary concept: Strategy should be developed from the bottom up, not the top down.
• In 1993, they wrote The 22 Immutable Laws of Marketing, a book that outlines the basic reasons why marketing programs succeed or fail in the competitive nineties.
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Contd...
• In 1994, Al Ries opened Ries & Ries with his daughter Laura in Great Neck, New York. In April 1996 Al's book, Focus: The Future of Your Company Depends on It-was published by HarperCollins.
• Al and Laura have written their first book together entitled The 22 Immutable Laws of Branding, published by HarperCollins in September 1998..
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ABOUT THE BOOKMcGraw Hill and company first published it in 1991. According to me the book is essentially an application of
marketing principles to marketing ONESELF.The book boldly makes a mockery of the conventional ideologies
of ‘ working harder’, ‘thinking positive’, and having patience, loyalty and self- confidence.
• It talks about recognizing people and ideas, looking out for success, opportunities and encashing them at the right time.
• The purpose of this book is to shake one out of one’s concentration on oneself and make one realize the opportunities lying outside.
• It gives the reader a clear-cut strategy for promoting oneself and more importantly- advocates,
•Finding a Horse to ride!
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CONCEPT OF HORSE
WHAT IS A HORSE ?
• Life is a horse race.• Individual strive for success.
Look for others!
• The result?• They rarely succeed !
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CONCEPT OF HORSE
WHAT CAN BE A HORSE?
Anybody or anything !
Company
Product
Ideas
Family
Partner
Spouse
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HOW DOES IT HELP ?
• You cannot be successful all by yourself !
• Success is something given to you by the others.
• We suffer less from the insecurities of chasing success.
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WHY CANNOT THE CONVENTIONAL THEORIES
WORK?• BELIEVE- IN- YOURSELF THEORY.
Does self-confidence make you successful ?
or,
Does success make you self-confident?
Two yeses?
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Intelligence Quotient IQ
Confidence Quotient CQ
Let your success feed your confidence !
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• SETTING A GOAL THEORY
The Reality?
Apple chairman John Scully
American Vice president Dan Quale
Dairy Industry Vargese Kurien
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Setting a goal means
Putting blindersTunnel vision
We need to open up and look for:
Opportunities Side Roads
Unexpected Situations
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The Classification of Horses
Criteria: Odds against success
1. The long shots.
2. The medium shots.
3. The short shots.
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THE LONG SHOTSFeatures:
Found within oneself.Difficult to ride.Unpredictable
These include:The Hard work horseThe IQ horseThe education horseThe company horse
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THE HARD WORK HORSE( 100 TO 1 )
Successful people do work hard.
but can hard work make successful ?
NO !Can it give you a promotion?
How less can mean more?
Hard work is optional!
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THE IQ HORSE( 75 TO 1 )
• Top Executives come from the middle of the IQ curve.
• Success in the classroom vs. success in the boardroom.
• Smarter people depend more on themselves.
• Less intelligent people look for others.
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• Gives a good launch
• A degree by itself is unlikely to make you progress
You are born with a common sense and then you go to school and lose it.
THE EDUCATION HORSE( 60 TO 1 )
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THE COMPANY HORSE( 50 TO 1 )
• Future in a big company.
• Future in a small company.
• Big brother no longer cares
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MY ANALYSIS
• Changed scenario- knowledge economy.
• Benefit in the long run.
• Exceptions.
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THE MEDIUM SHOTS
These are based on finding something inside but with a difference !
These include :
1. The creativity horse
2. The hobby horse
3. The geography horse
4. The publicity horse
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THE CREATIVITY HORSE
• Born with a talent ? Not enough !
• Need to get someone else to recognize it.
• Need to learn to listen to their audiences.
• The case of Bob Hope.
• Get branded- get type cast, a trademark.
• Packaging is important.
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HOBBY HORSE
• Tim Zagat The Zagat Guide
• Mike Sinyard Specialized Bicycle Components
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• Toni Silver Silverwear
• Pearl S Back The Good Earth
Pulitzer Prize
Noble Prize!
THE GEOGRAPHY HORSE( 15 TO 1 )
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THE PUBLICITY HORSE( 10 TO 1)
• The visibility counts more than ability.
• 90% people do not think but act on their instincts.
• Get yourself known to everyone.
• Film stars, beauty queens, sportspersons all
encash on their popularity all throughout their lives.
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MY ANALYSIS
• Truly Relevant – will always be so.
• Publicity has been given due importance.
• Innovative ideas.
BUT
• These horses require a lot of introspection
and circumspection.
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THE SHORT SHOTS
• You look totally outside yourself for success.These include
1 The Product horse.1. The Idea horse.2. The Other Person horse.3. The Partner horse.4. The Family horse.5. The Spouse horse.
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THE PRODUCT HORSE
There is a difference between the inventor and the recognizer
• Lee Iacocca Mustang
• Ray Kroc McDonalds
• Asa Candler Coca-Cola
• Levi Strauss Levi Jeans
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THE IDEA HORSE
• One should go against the tide
• The case of Beatles.
• The case of ‘Pictionary’
• The case of ‘Antyakshari’
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THE OTHER PERSON HORSE( 3 TO 1 )
• The key to success is always somebody else.
• Robert Swanson Herbert Boyer and Stanley Cohen
• Susan Rose Joanna Ferrone
• M F Hussain Madhuri Dixit
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THE PARTNER HORSE( 5 TO 2 )
• 1 + 1 = 3.
• Two people usually do better than either one can do.
• Bill Gates and Allen.
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THE SPOUSE HORSE( 2 TO 1 )
• A horse in barn is better than a horse in bush.
• Gilvert Grosvener & Elsie May.
• Chandrabaubu Naidu and Parvati.
• Who knew Dr. Sriram Nene by the way?
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• What’s true in business is true in politics.
• The case of the Ford Motor Co.
• Also true in movies.
THE FAMILY HORSE( 3 TO 2)
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MY ANALYSIS
• Example of Walchand Hirachand.
• The case of TATAs and BIRLAS.
• Factor of risk involved.
• Present Indian scenario.
• A word on ethics : Ethics do matter !
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HOWs, DOs AND DON’Ts!
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• Being an early bird Fred Turner
• Being a politician Ambanis
• Make it fast Bill Gates
• Becoming a hero LeFauve
• Being a rescuer Lee Iacocca
TO RIDE COMPANY HORSE
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TO RIDE PRODUCT HORSE
• Welcome criticism
• Recognise a good idea
• Sell your idea
• Protect your idea
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TO RIDE OTHER PERSON HORSE
• Find the right boss
• Develop relationship
• Ride an asociate
• Ride a friend
• Ride a celebrity
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• Find a partner with right attitude
• Trust your partner
• Respect ideas
TO RIDE PARTNER HORSE
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• Marry money but then ready to build your own
• Marry connections
• Utilize the encouragement
• Utilize the family inheritance
TO RIDE SPOUSE HORSE
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CHANGING HORSE
• Why should one change?
If you always do what you’ve always done ,you will only get what you’ve always got !
• Change careers
• Change companies
• Change while you are happy
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NO SECOND CHANCES!• Herrell’s Ice Cream
• NeXT Company
• The bursting of IT bubble
• Can anyone Emulate Bill Gates ?
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REFRAIN FROM MAKING EXCUSES
• I am too young!
• I am too old!
• I am not smart enough!
• Equal opportunity will never be there!
• There is nothing like career planning!
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OVERALL ANALYSIS
• Effective
• Full of examples
• Bold
I suggest that two separate chapters could have been included
1. How to recognize the most beneficial horse
2. How not to become a horse yourself
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POSITIVE SIDE
• Pragmatic approach
• Fresh and innovative concepts
• Associate the reader
• Language is lucid
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FLIP SIDE
• Examples cannot be generalized
• Success is subjective
• Focus is always needed
• The importance of hard work and patience cannot be challenged.
• Changing time - knowledge economy
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CONCLUSION
• The importance lies in finding one
• How to make it effective
• Difference between dream and ambition
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BIBLIOGRAPHY
• Horse sense,by Al Ries & Jack Trout,McGraw Hill,1991.
• Business Legends,by Gita Piramal,Penguin Books, 1998.
• www.google.com
• www.ries.com
• www.economictimes.com
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THANK YOU!ANY QUESTIONS?