By: Berber Hoekstra en Klaas Weima
“To research your book you spent three years going ‘undercover’ to study the main laws of persuasion and to observe real-life situations of persuasion. Is that right?”
That’s right. I participated in various training programmes without people knowing my true identity. I have learned to sell cars and insurance and collect donations for charities. What emerged were the six universal principles of influence: reciprocity, social attachment, consistency, liking, authority and scarcity.
Earned Attention® has, together with ten other marketing titles, been nominated for the PIM Literature Award 2012. The Platform Innovatie in Marketing (PIM) awards yearly, in cooperation with the Free University of Amsterdam, this prestigious prize for the most innovative marketing book. The results will be announced on November 27 during the event Key literature for marketing practice.
I’m quite proud of this achievement. I never thought that my book would be nominated for the best marketing book. I am extremely pleased with this nomination. Other notable books on the nomination list include: Steven Belleghem’s second book, The Conversation Company, Miss Marketing and the best seller, Blue Bananas.
Who do you think deserves the title? Molblog has already placed a poll:
All ten authors will have half an hour to convince the nine-member jury. According to the PIM site, the literature prize has the following goal:
“ The goal of the PIM Marketing Literature Award is to promote innovation in the field of marketing in the Netherlands and bring good publications to the attention of marketing and sales managers. In addition, it brings attention to high quality and innovative Dutch marketing publications that contribute to the further development of the field of marketing.”
If you would like to be at this Literature Award, please sign up for the event.
Especially for the book Earned Attention® Joseph Jaffe recorded a video message. Joseph is one of 50 visionaries who I interviewed for the book. He is the author of the bestsellers ‘Life After the 30-Second Spot,’ ‘Join the Conversation’ and ‘Flip the Funnel’.
He blogs about social media, digital communications and brands on jaffejuice.com.
Joseph was guest speaker at the 25th anniversary of Online Tuesday held in early May. Many thanks to freelance motion designer Jelle Pothoven who made a great compilation of the interview
In this Sparkcast the Godfather of co-creation is the speaker. In this interview, Venkat Ramaswamy comes with good and practical examples on how to implement co-creation within your company. He is full of success stories (no, not the well known ones) and innovative ways in which marketers can develop new ideas. I interviewed Venkat during a meeting of the European Centre of Experience Economy in Amsterdam.
Venkat is known from the bestseller The Future of Competition he wrote together with the late strategist C.K. Prahalad. Together they developed a groundbreaking vision on a new way of creating value: co-creation. And yes, that is something completely different from crowdsourcing. Co-creation goes way further. The strength lies in people, channels and the direct implementation of the ideas in your business processes. Speed and openness are key to successful co-creation projects, so that everyone on a large scale can communicate with each other. Venkat mentions the recent uprising in the Middle East. We can learn a lot from this. Dare to see and recognise the value of a large group of people and their underlying strengths.
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For many it remains a dream: to sell your company to Google. Jyri Engestrøm did it with Jaiku, the counterpart of Twitter. Today he is busy with his start-up Ditto and he is an angel investor. Pretty good going for someone who has just passed 30 years of age. How did he manage that? In this SparkCast, Jyri goes into entrepreneurship, start-ups and his vision of mobile and social.
Entrepreneurship is hot. Everywhere you see start-ups springing up like mushrooms out of the ground. MBAs are out, young people want to be the new Steve Jobs (now’s your chance!) or Mark Zuckerberg. And it’s possible. Jyri Engeström: “Starting was never before so simple.”