The THINK SHORT book

 

 The book cover

 

Dr. Dan Herman’s forthcoming book THINK SHORT: Creating and Launching Innovations That Fly, coauthored with Efrat Abisror and Ido Nachmani, is the official textbook of the THINK SHORT methodology upon which the THINK SHORT consulting network is built.

 

The THINK SHORT methodology is essential to current marketers, in today’s various markets:

  1.  THINK SHORT methodology is the “missing half” of marketing and branding methods, as it enables marketers to provide for certain types of consumer needs – renewal, liveliness, discovery, adventure, play and attention attracting among others — which require frequent new products and brands in order to be satisfied, inevitably, for the short-term. Even though these needs of liveliness have been growing in importance over the last two decades, most marketers fail to acknowledge the special nature of these consumer needs and their consequences to marketing and branding. Traditional marketing and branding methods, which focus on the long term in an attempt to win clients loyalty, lead to products and brands that mainly cater to consumers’ needs for safety, stability, continuity and familiarity, thus missing a large part of the new consumer reality. The THINK SHORT methodology, expanding marketers’ action options and potential revenues, fits today’s consumer audience far better.
  2. THINK SHORT is the first and only marketing and branding methodology that completes the innovation revolution. THINK SHORT’s tools enable companies to repeatedly develop new products which are designated and designed to penetrate the market rapidly and successfully.
  3. THINK SHORT methodology is the first and only marketing and branding method that helps marketers cope and thrive in the Post-Customer-Loyalty era. THINK SHORT supports marketers’ efforts not only to attract new customers but also to retain their existing client base by launching attractive products time and again.
  4. The THINK SHORT methodology helps marketers, for the first time, to strategically consider the short term, in order to provide for the company’s goals in the long run. It is a drastic departure from the opportunism that characterized short term thinking in the past, which was often harmful to companies’ strategy.

 

THINK SHORT, the book, promises to enrich and update the way in which marketers all over the world think and operate. The book expands marketing and branding perspectives and action alternatives and equips professionals with new tools in a way only few books ever did before.

 The book presents in full both the theoretical foundations and the application specifics of the THINK SHORT paradigm and methodology developed by Dr. Dan Herman. THINK SHORT presents new terminology, concepts, methods and tools to achieve unprecedented marketing results.

 The book is an eye opener to the myriads of great opportunities that exist in the era of short-term everything, instructing readers how to grab them smartly. Starting with the rational and ending with a step-by-step process as well as concrete and actionable ‘how to’ rules and formulas, this is ultimately a hands-on, down to earth guide.

 

THINK SHORT is composed of three parts:

 

Why should we THINK SHORT?

Characteristics of short term marketables

THINK SHORT methodology, step by step:

THINK SHORT will be refreshing, beneficial and enriching even for the most experienced marketing and branding professionals.

 

For a free e-book containing about 20% of the concepts and methods detailed in THINK SHORT: Creating and Launching Innovations That Fly, please send a request by email to: contact@think-short.com . You can also sign up for our mailing list to receive occasional updates on the ongoing development of the THINK SHORT methodology.

 

Also By Dr. Dan Herman

 Cover - Outsmart the MBA Clones

Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing and Branding

 

Dr. Dan Herman breaks new ground and old saws with this provocative book which cracks the secret of companies that have been immensely successful for many years, are adored by their customers, yet are still not imitated by competitors. This position, coined by Dr. Herman as “Unfair Advantage”, provides companies with their own private monopoly.

Dr. Herman maintains that despite the apparent diversity among MBA programs, they produce executives who think and act in a similar and predictable manner. This undermines the competitiveness of their companies and provides a strategic advantage for those who recognize these biases and think differently.

“Outsmart the MBA Clones” provides a set of new concepts and a toolkit unlike anything taught in MBA schools. The ambitious promise of this book is to help managers create business strategies that will succeed and yet, amazingly enough, will not be copied by the competition, resulting in private monopolies.

Steve Yastrow, author of We: The Ideal Customer Relationship says: “Outsmart the MBA Clones is filled with powerful insights, appearing one after the other, that will have you thinking, ‘Hey, I never thought of it that way.’ Herman challenges long-held beliefs about strategy, competitive advantage, marketing, customer segmentation, differentiation, and branding, to name only a few.”

Ray Podder of Grow, a premier brand consulting firm based in California says: “The only thing scarier than your competition already reading this book is how they may be applying it in the market that could have been yours”.

Outsmart the MBA Clones website: www.outsmart-mba-clones.com .

For a free e-book containing about 20% of the concepts and methods detailed in Outsmart the MBA Clones: The Alternative Guide to Competitive Strategy, Marketing and Branding, please send a request by email to: contact@outsmart-mba-clones.com. You can also sign up for our mailing list to receive occasional updates on the ongoing development of Dr. Herman’s methodology.