Although not everyone's taste, I love this type of book! I read it because it is interesting but I think it would be invaluable to anyone in business. He explains that everything comes down to fidelity (ego stuff!) and convenience (how easy it is to get or use the product or service). Maney uses a lot of examples with which are all familiar. When Starbucks became famous it had fidelity. People were happy to spend lots of money on fancy coffee when they could name-drop Starbucks or silently carry the easily recognizable cup around. Starbucks became so successful that there seemed to be a Starbucks on every corner in every city. Now everyone has access to it - and its fidelity factor has plummeted. People don't go to McDonald's for fidelity. You won't find anyone over the age of 5 who is impressed that you ate at Mickey D's last night! People eat there because it is easy to eat there. In this case it is good that there are lots of golden arches!
He covers lots of subjects - Kindles, Ivy League colleges, fashion, newspapers. Failures such as New Coke (worse decision ever- why didn't they ask me first????) and some Apple products I don't even remember are discussed.
I think we can all learn some life lessons from this book! Wouldn't it be nice to know that our friends spent time with us because of fidelity instead of convenience!
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