1. The competitive advantages become too complex to formulate in one sentence and consumers need to understand what stories are the product and the company.
2. Stories are what make the people believe, irrationally, that certain products are superior to other products. This is what makes people truly believe that a Porsche Cayenne $ 80,000 is higher than a Volkswagen Touareg $ 36 000, while they share almost all their components. We are looking for stories, not products.
3. A smart marketer should aim to produce good stories to increase the effectiveness of its marketing.
4. To be effective, the stories should match the worldview of the target group. If this is not the case, do not try to change the world view of consumers, because the notice of people can not be changed, not change the target group.
5. To distinguish themselves from the competition and the flood of information that arrives daily to the consumer, we must align our history in a way that speaks to consumers.
These points seem very relevant and form a good manual for marketers wanting to build a story for tomorrow a company or products. But it could have been told in fewer pages, by going directly to the point. The first part of the frames is relatively clear and concise, but then I felt the same things were repeated again and again, to the point of drowning most often. Little is said about the ways and means to find the target groups and what are their worldviews. No doubt we should use other marketing knowledge, for my part I do not have.
Moreover, I find the organization of fairly messy book, including the absence of plan or well displayed methods to concretely apply the acquired knowledge into practical actions. You must deduct the method and plan of action from the various distilled clues in the book.
Finally an interesting book, but would have benefited from having fewer pages to be more organized and to propose more concrete transcripts into practical action of distilled knowledge.
Strengths:
* Relevant
* Key ideas to release the book allow to be a manual for practical use
Weak points:
* Disjointed and messy
* Too thick compared to the message delivered
* It must be from the same fishing methods, in steps, to "how-to" for practical use.
