What if your business could make growth and innovation look easy? What if you could beat the competition day in and day out? You can. Sweet Spot shows you how to align all the vital parts of your business to create a competitive advantage and long-lasting success. You’ll learn how to bring smart marketing together with good leadership to find your business’s sweet spot.
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About the Author
Arun Sinha is the Chief Marketing Officer at Pitney Bowes, where he is respons-ible for marketing, brand management, public and media relations, Web strategy, and marketing research worldwide. Throughout his career in senior marketing positions, he has successfully launched twenty new brands and grown the brand equity of many world-renowned brands at Colgate-Palmolive, the Ford Motor Company, Philip Morris, and Pitney Bowes.
Table of Contents
Marketing needs to change. To get a sense of marketing the way it should be, you need to understand how companies get into the sweet spots of the business world.
1 Marketing, Sweet Marketing 3
My journey, so far, has taken place on different continents; but it has also been a journey of finding a new way to think about marketing.
2 Sweet Spotting 21
It’s an elite league. Sweet spot companies come in an array of different sizes and come armed with their own uniquely sweet recipes.
3 The Qualifying Rounds 37
What’s the game about? Sweet spotters move the market, become an alluring investment, outdate to innovate, create a boffo buzz, court competition, and exude Z-Leadership!
4 Growing around in Circles 63
And then there’s the big picture: Understanding growth and the concept of full-circle marketing. The root of your growth strategy begins here.
How do you get into a sweet spot? You develop the right skills, marketing skills. You have to mine minds, demarcate demand, turn your logo into an icon, mobilize champions-in-chief, and employ advocates—not workers.
5 Mining Minds 81
Sweet Spot Skill #1: Learn to march to the beat of the buyer. To do that, you have to do more than love the customer: you have to think the way he thinks and grow the way he grows.
6 Demarcating Demand 109
Sweet Spot Skill #2: Avoid “everybody” traps; they’ll lead you where everyone else is heading. Reinvent your market. Link your seller specs to the buyer’s specs—then add a tad more. Build competitive moats.
7 From Logo to Icon 135
Sweet Spot Skill #3: Brands are the heart and soul of sweet spot companies. At its peak, your brand becomes a product generator and value creator. This does not happen by accident. Brands must be created and nurtured; brands must be built to move from logo to icon.
8 Champions-in-Chief 163
Sweet Spot Skill #4: Make your top executives the first new members of the marketing department. It’s a good thing if your C-suite residents become overtly identified with your company’s product line. Are your top executives on a campaign?
9 Employ Advocates, Not Workers 187
Sweet Spot Skill #5: Market from the inside out! Don’t sleep easy until all your employees are on the sales team. How to start? Create employee heroes. Most importantly, listen until it hurts.
10 The Stuff That Marketing Is Made Of 211
When the going gets tough, the tough keep marketing. Goals are important. Skills are critical. Now, let’s check your attitude.
What People are Saying About This
"It is an excellent book - one of the best in recent memory about marketing."Chairman and CEO of FedEx, Frederick W. Smith
"Arun Sinha has called to attention a new way of thinking that will help businesses move the market. Through his ‘sweet spotting’ skills and strategies, Sinha provides a fresh perspective on marketing processes that can help organizations think differently about how to optimize and create market opportunities to achieve ongoing success. A definite-must read for marketers of all levels!" Chief Marketing Officer of Yahoo! , Cammie Dunaway
"Arun Sinha confronts the new realities of marketing. The book is well packed with contemporary examples. An easy and compelling read."Ram Charan, Best selling co-author of Execution and Confronting Realities. Author of forthcoming book, Know-how Substance of Successful Leadership.
"Sweet Spot de-mystifies and simplifies the complexity surrounding marketing and branding. Arun Sinha’s personal story telling, experience and business examples provide an easy framework for achieving marketing nirvana and creating business advantage."Allan Steinmetz, CEO, Inward Strategic Consulting Inc.
"I am in heated agreement with Arun Sinha that success comes to those companies where marketing is central to the business. The question is how to actually make this happen. Arun gives us a thorough examination of what the world’s best companies do specifically to maximize their marketing game, and how they get all the pieces of the organization in perfect alignment to hit the ‘sweet spot’ of success."Shelly Lazarus, Chairman and CEO, Ogilvy & Mather Worldwide