Six Timeless Marketing Blunders is a fine business book .This is my take on the content of the book. Mashed up with some other content and my commentary!

1. Muder Chiba

2. Provenance
Quotes with no attribution are
directly from the book.
My interpretations and take-outs
are both implicit and explicit ,
though. Italics are mine in most
cases.
SixTimeless Marketing Blunders
is a fine book limited by its title
and design.
Too little sizzle , perhaps ?! 
Muder Chiba

3. Muder Chiba
“This book is dedicated to the individual and corporate
entrepreneurs who , at great personal risk and sacrifice ,
make life better for all of us.
To these usually obscure and frequently unlikely engines
of progress who dare to fail-and more often than not do-
we owe the economic vigour, jobs, and standard
of living flowing from new businesses
,technologies , products , and services”

4. “It was déjà vu all over again”
- Yogi Berra
“If people learn from their mistakes ,many
are getting a fantastic education”
Muder Chiba

5. Role of serendipity and personality
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6. “I have concluded that serendipity does usually
come into play but it takes an innovative and
gutsy person to exploit the opportunity.
Legendary oil wildcatter H.L.Hunt would not
have struck it rich drilling for oil if he had not
been drilling”
Muder Chiba

7. “Intense desire.You have to want with all your
heart. And then , secondly love people and be
good to them. And thirdly , you’ve got to
think and work , and work and think. And
finally ,leave the world a better place than
you found it”
- John W.Galbreath ,Real estate developer , sportsman and philanthropist
Muder Chiba

8. Building Better Mousetraps
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9. “The pertinent issue in evaluating
commercial opportunity is ,Who says the
product or service is better-the seller or
the potential buyers?”
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10. “ People do not purchase products ,services ,or technologies
per se. Rather they seek solutions to their needs and wants.
What they are willing to pay for these solutions must be
commensurate with the magnitude of their needs and wants.
Buying a $2500 security system for a valuable stallion’s
paddock is one thing ;buying it to catch mice in another”
Muder Chiba

11. “ However listening to customers closely does not mean
listening to them exclusively. Market development requires
that firms seek out non-customers as well, to see what might
be done about turning them into customers.And innovation
demands that companies seek advice and ideas on meeting
customer needs from a variety of sources…”
Muder Chiba

12. SellingToo Much Sizzle , Not enough Steak
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13. “It is a lot easier to differentiate your product
through the quality of the marketing than
through the quality of the product…it is
easier to change your advertising campaign
than it is to build a better car”
-James Koch , CEO of Boston Beer Company
Muder Chiba

14. “ ..as competition intensified and consumers became
more selective companies began to differentiate their
offerings by catering to unmet psychological needs. In
many companies ,the thinking eventually took hold that
products and services are basically commodities .
Therefore what sold was not so much the quality of the
commodity as the quality of the marketing”
Muder Chiba

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16. Oversubscribing to the ConventionalWisdom
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18. “Progress does not follow a straight line ; the
future is not a mere projection of trends in
the present. Rather it is revolutionary. It
overturns the conventional wisdom of the
present , which often conceals or ignores the
clues to the future”
Dr. AnWang ,Wang Laboratories
Muder Chiba

19. Muder Chiba
You can analyze the past but
you have to design the future.
- Edward De Bono

20. Too Much Faith in Forecasting
Muder Chiba

21. Come on! Jump !!
It can‘t go wrong every time...
Muder Chiba

22. “Who the hell wants to hear actors talk ?”
H.M.Warner ,Warner Brothers ,1927
“There is not the slightest indication that
(nuclear) energy will ever be obtainable. It
would mean that the atom would have to be
shattered at will”
Albert Einstein ,1932
Muder Chiba

23. Muder Chiba
Referring to J Scott Armstrong ,Wharton Business School

24. Practicing Chinese Marketing
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25. Muder Chiba
1.The hype created about the huge market
size that the Chinese population represented
2.The belief that this market would lap up all
the surplus production and stocks ‘back
home’ in theWestern markets

26. Much has been written about the
‘population dividend’ that South Asia
represents for businesses ,particularly the
larger markets of India , Pakistan and
Bangladesh.
To take advantage :
The markets are dissimilar in many ways
1.The middle class is not growing at the
same pace across
2.The age and sex spreads are not homogenous
3.Market Evolution* is at different stages
4.Within-India too , distinct markets exist;
Differing tastes and sensorial profiles ,
different expectations and varying
business models! Muder Chiba
* http://www.slideshare.net/MuderChiba/6th-stage-marketing-in-the-hyper-connected-world

27. Confusing Financial/Marketing Cause and Effect
Muder Chiba

28. Muder ChibaMuder Chiba

29. Muder Chiba
“Chance Favours
the Prepared Mind”
Louis Pasteur

30. muder.chiba@gmail.com