New Business Ideas 4 U

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Very early in the book Groundswell, the authors tabulate the way in which organizations may have to change to accommodate the groundswell. I give you the table below.

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Are you a creator, a critic, a collector, a joiner, a spectator or an inactive? I bet you don’t know. And I have to confess I don’t know for sure what I am either.

And does it matter?

Now that question I can answer, based on the ideas proposed in Groundswell, our book of the month for January. Yes, it does matter. In fact it matters a lot!

The classifications are those defined by Forrester Research in US for classifying the people in the groundswell. Let’s check out what it all means.

Forrester Research created the concept, which is explained in the table below. They use the classifications in their research for their customers.

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Convergence Marketing

Richard Rosen, John Wiley and Sons, 2009

You’ve probably heard it said that managers know that 50% of their advertising works – but they don’t know which 50%! If you are in marketing, PR or advertising, you need to read this book carefully from end to end. Whenyou have done that you might be able to tell much more accurately which percentage – and it could be more than 50%! – is working.

Richard Rosen is the founder, president and award-winning CEO of ROSEN, a global consultancy that specializes in transforming marketing and advertising campaigns into cost-effective business models. If you are having trouble persuading boss or client of the value of embarking on an ad campaign, here is where you will find the material in this book may provide the convincing clincher.

Rosen is practitioner with a proven track record which has been based on some models which he has developed for himself. In this quite small book – only 178 pages – he shares these models with you and gives you the opportunity to use them and become a top line professional.

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Groundswell
Charlene Li and Josh Bernoff, Harvard Business Press. 2008

A groundswell is normally thought of as a movement of the populace in a certain direction. We talk of ‘groundswells of opinion’, don’t we? The groundswell that Li and Bernoff write about conforms to the common concept. They define groundswell as ‘a social trend in which people use technologies to get the things they need from each other, rather than from institutions like corporations‘.

That definition ought to be sending quivers up and down your corporate spine – no matter what the size of your business. Is there a possibility that people may be going to bypass the traditional outlets at which which are selling things? If so, what about my/our business?

What indeed!
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