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Copy, Copy, Copy: How to Do Smarter Marketing by Using Other People's Ideas

Book Description

THE #1 HACK FOR SMARTER MARKETING

We all want new answers and new solutions for the very real and pressing challenges that our organizations face. New things to point to and talk about, new ways of working and new ways of thinking that might just be better than the old ways.

But rather than this endless search for a brilliant and novel solution, why don't you just copy something that's worked before?

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.

Based on extensive research and proven examples, Copy, Copy, Copy provides over 50 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, Shakespeare, The British Olympic Cycling Team and Great Ormond Street Hospital, 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

Table of Contents

  1. FOREWORD
  2. INTRODUCTION
    1. OPTICS, MATHS AND THE SCIENTIFIC METHOD
    2. MARGINAL GAINS
    3. HIS DARK MATERIALS
    4. TALENT COPIES
    5. WHY DOES ANY OF THIS MATTER?
    6. IF IT WASN'T FOR YOU PESKY KIDS
    7. THE TYRANNY OF THE SINGULAR
    8. NOT ALL COPYING IS GOOD
    9. MORE THAN A MASH-UP
    10. AFTER THE HERD
    11. DIFFERENT KINDS OF QUESTIONS
    12. THE AMBITION OF THIS BOOK
    13. COPIED FROM PEOPLE WHO'VE COPIED
    14. LEARN TO CODE OR LEARN TO COPY?
  3. 1 IN PRAISE OF COPYING
    1. WELCOME TO ELVISLAND
    2. COPYCATTING AN ORIGINAL
    3. ELVIS-A-LIKE
    4. SHAKE A LEG
    5. COPYING IS CHEATING
    6. THE REAL JOE BIDEN
    7. ME, MYSELF AND I
    8. ‘WE' FICTION IS SCARY
    9. WEIRD
    10. COPYING IS GOOD FOR YOU (AND ME)
    11. I'LL HAVE WHAT SHE'S HAVING
    12. NEUROLOGICALLY EFFICIENT
    13. WE-THINK
    14. PHONE A FRIEND
    15. iSPREAD
  4. 2 HOW TO COPY WELL
    1. A RACE TO THE TOP
    2. COPYING ORIGINALS
    3. BAD COPYING?
    4. SHANZAI APPLE?
    5. SINGLE WHITE COPYING
    6. WE TRY EVEN HARDER
    7. INVENTION AND INNOVATION
    8. ORIGINALITY DOESN'T PAY
    9. KEEP CALM
    10. MAKING DELIBERATE COPYING ERRORS
    11. CHINESE WHISPERS
    12. MAKING ERROR
    13. ERROR AND EXCELLENCE
    14. COPY: ‘KOPERIEN', ‘NACHMACHEN' OR ‘ABKUFERN'
    15. CUT-UPS
    16. COPYING LOOSELY CAN BE DANGEROUS
    17. COPYING AND EVOLUTION
    18. COPYING, CHANGING AND PERIOD INSTRUMENTS
    19. COPYING AND FIXING THINGS
    20. FIXING BROKEN THINGS
    21. POPULAR THING FOR A BROKEN THING
    22. BROKEN THINGS AT SCALE
    23. VERY SMALL OR FAR AWAY?
    24. OVER THERE, OVER THERE …
    25. THE MAKING OF MODERN RUSSIA
    26. LET THE DOGS OUT
    27. THE BRAINJUICER<sup xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" xmlns:m="http://www.w3.org/1998/Math/MathML" xmlns:svg="http://www.w3.org/2000/svg">&#174;</sup> EFFECT EFFECT
    28. BOTTLING THE JUICER'S RECIPE
    29. RINSE AND REPEAT
    30. STEALING FROM A DISTANCE – GAMES TO PLAY
    31. WHAT WOULD THE DUDE DO?
    32. NOT BEING ME
    33. LEAVE YOUR JOB
    34. KNOWING WHAT TO COPY
    35. HOW TO WIN FRIENDS
    36. THE CASE OF THE CASE STUDY
    37. THE RIGHT TOOL FOR THE RIGHT JOB
    38. THE VIRTUE OF A TIDY TOOLKIT
    39. A ‘KINDA THING' KIND OF THING
    40. KINDA THING
  5. 3 ‘WHAT KINDA THING?': MAPS AND DRAWING
    1. DRAWING IS THINKING
    2. DUCO ERGO SUM<sup xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" xmlns:m="http://www.w3.org/1998/Math/MathML" xmlns:svg="http://www.w3.org/2000/svg">44</sup>
    3. MAPPING SOHO
    4. NURSE, NURSE!
    5. MEANWHILE BACK IN THE DEPARTMENT
    6. HOW CAN YOU LOCATE THE BEHAVIOUR ON THIS MAP?
    7. QUIZ TIME
    8. VOTE FOR ME!
    9. A DIFFERENT KIND OF MAP OF HUMAN BEHAVIOUR
    10. FROM A DESCRIPTIVE MAP TO A STRATEGY MAP …
    11. WHERE NEXT?
    12. NOTE
  6. 4 WHERE TO COPY FROM: THE PATTERN BOOKS
    1. ‘INDOCILIS PRIVATA LOQUI'<sup xmlns="http://www.w3.org/1999/xhtml" xmlns:epub="http://www.idpf.org/2007/ops" xmlns:m="http://www.w3.org/1998/Math/MathML" xmlns:svg="http://www.w3.org/2000/svg">54</sup>
    2. METROLAND
    3. PATTERN BOOKS AND ORIGINAL BUILDINGS
    4. PATTERN BOOKS EVERYWHERE
    5. ‘I QUATTRI LIBRI'
    6. BETTER
    7. SALIENCE
    8. EXPERTISE
    9. POPULARITY
    10. THE STRATEGIES
    11. HOW TO USE THE PATTERN BOOKS
  7. 5 COPY BETTER
    1. QUESTIONS VS. ANSWERS
    2. 1. WHAT KINDA THING
    3. 2. WHAT KIND OF STRATEGY?
    4. 3. WHAT DOES THAT LOOK LIKE?
    5. THAT UNHELPFUL 'THING' THING
    6. REALITY CHECK
    7. HOW TO UNLOCK CULTURALLY ENTRENCHED BEHAVIOUR
    8. WHAT HAVE WE LEARNED SO FAR?
  8. AFTERWORD
    1. SAVING MORE LIVES WITH F1
    2. ON THE RIGHT TRACK
    3. FORZA ITALIA
    4. COPY COPY COPY
    5. IF THIS, THEN WHEN ...?
    6. WHAT DO WE DO THEN?
    7. ORIGINALITY AND COPYING REDUX
  9. REFERENCES
  10. ABOUT THE AUTHOR
  11. ACKNOWLEDGEMENTS
  12. INDEX
  13. EULA