標籤彙整：book review

Booknotes of Thinkertoys( false faces)

Creativity is not a privilege that somebody has. Everyone could be creative if he believes he was born this way and he could execute it. Thinkertoys introduces concepts and techniques that could improve your creative skills. The author divides these techniques into two parts, linear and intuitive.

Linear ones contain three groups. Group A reorganizes different information by listing, dividing and combining it to give you new entry points for solving problems. In this article, we introduce the “false faces” technique.

Method:

  1. write down your challenge
  2. list your assumptions
  3. reverse your assumptions
  4. try to solve it under this reverse assumption

Implementation:

For example

  1. my challenge: increase your organic reach and interactive rate for your Facebook Page
  2. my assumption:
  • organic reach decreases after the changing policy of facebook algorithm. Some corps start to focus on other social platforms.
  • too many advertisements
  • visitors comes by only for buying products
  • too many competitors on Facebook Page

3.reverse your assumptions

  • organic reach decreases after the changing policy of facebook algorithm. Some corps don’t focus on other social platforms
  • fewer advertisements
  • visitors come by not only for buying products
  • no competitor on Facebook Page

4. try to solve it under this reverse assumption

  • Maybe we should remain on the original platform due to fewer competitors.
  • We should generate content that matters to customers’ life.

“false faces” technique is an easy way to implement. And it could change our mindsets to propose different ideas.

MARKETING 4.0 book review

Marketing 4.0: Moving From Traditional to Digital by Philip Kotler

MARKETING 4.0 discusses new marketing concepts shaped by the digital journey.

Philip Kotler is a well-known author of marketing. In the prologue, he talks about why brings marketing 3.0 into 4.0. The book organization is clear and solid. It consists of three parts. Part 1, he talks about the new feature of digital marketing. Then, the core framework of this book in part 2 is mainly about the new customer path and industry archetype. Finally, part 3 is the application of marketing 4.0.Every chapter contains Reflection Questions in the end. The readers could answer these questions to stimulate your thoughts before reading each topic.

Although this book introduces some digital marketing concepts, Philip Kotler doesn’t suggest us forsake the traditional ones. Instead, we should integrate both of digital and traditional concepts.He also reminds us digital marketing is not just data metrics. We should learn from anthropology to observe the behavior of digital users. Standing in your target audience’ shoes is what you differentiate from your competitor.