Copy, Copy, Copy: How to Do Smarter Marketing by Using Other Peoples Ideas

THE #1 HACK FOR SMARTER MARKETING

We all want new answers and new solutions for the very real and very pressing challenges that our organizations face.

But rather than this endless search for a brilliant and novel solution, why don′t you just copy something that′s worked before?

Based on extensive research and proven examples, Copy, Copy, Copy provides over 50 marketing strategies that you can use right away to copy, borrow or steal as the basis for better ideas faster. If it′s good enough for Elvis, Newton and Shakespeare, isn′t it good enough for you?

′This delightful book argues convincingly that transferring ideas usually produces greater value than cooking them up from scratch. And then shows you how.′
Rory Sutherland, Vice Chairman, Ogilvy London and the Spectator Magazine′s Wikiman

′Yet another entertaining handbook from the acclaimed Herdmeister for anyone involved in marketing, behavioural change and understanding why we all make the choices we make. Earls convincingly disrupts convention about what is innovation though "praxis". This is jammed with great case studies and 52 actionable strategies.′
Stephen Maher, Chairman, The Marketing Society and CEO, MBA

′Yet again this leading British business thinker has got us to see the world we inhabit today in fresh and mind–altering ways. A book which marries theory and practice better than the vast majority out there. Most of all his message of copying one′s way to greatness is entertaining, counter–intuitive and fun.′
David Abraham, CEO, Channel 4 PLC

1 In Praise of Copying

Copying, originality, invention, innovation and the King of Rock n Roll 1

2 How to Copy Well

Good, bad, tight, loose, close or far away 21

3 What Kinda Thing? : Maps and Drawing

What kind of thing are you trying to change? 59

4 Where to Copy From: The Pattern Books

52 different strategies to copy, borrow or steal 89

5 Copy Better

Applying what we ve learned to real world problems 129

Mark Earls, leading expert in marketing and consumer behaviour, quashes the stigma around copying, and shows that it can help us to rethink how we go about solving problems. By understanding what other people are doing and the choices they make, we can develop strategies to solve the challenges that we face inside and outside the organization.