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

ISBN: 978-1-118-96496-5
224 pages
May 2015
Copy, Copy, Copy: How to Do Smarter Marketing by Using Other People

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

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Table of Contents

1 In Praise of Copying

Copying, originality, invention, innovation and the King of Rock ‘n’ Roll 1

2 How to Copy Well

Good, bad, tight, loose, close or far away 21

3 ‘What Kinda Thing?’: Maps and Drawing

What kind of thing are you trying to change? 59

4 Where to Copy From: The Pattern Books

52 different strategies to copy, borrow or steal 89

5 Copy Better

Applying what we’ve learned to real world problems 129

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Author Information

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.

See More

Reviews

“This is a gem of a book – one you’ll read then keep in your bottom drawer so you can dip in and out of it to bring clarity to your thinking” (PR Week, June 2015)

"Earls has written a thoughtful and well-presented volume here" (The Irish Times, June 2015)

“ an entertaining book…” (Flight Time, August 2015)

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Press Release

March 25, 2015
Copy, Copy, Copy: How to do smarter marketing by using other people’s ideas

In our novelty-obsessed culture, copying is something that almost always has negative associations, yet history proves that an ability to do it well has been the basis of success for many people – from Isaac Newton to Steve Jobs, Elvis Presley to Tsar Peter the Great – with each building upon the efforts and ideas of others.

So how can businesses and individuals learn to copy well (as opposed to merely replicating – Single White Female Copying, if you like). Help is at hand from an exciting new book, Copy, Copy, Copy which challenges the stigma behind copying and reveals why it is ok to copy and exactly how we should do it.

Copy, Copy, Copy is the 4th book from award-winning author, Mark Earls, whose best-selling HERD was described by the Guardian as being “like Malcolm Gladwell on speed”. Whilst this revealed fascinating insights into consumer behaviour, Copy, Copy, Copy goes a step further, providing specific recommendations to help marketing and management professionals navigate challenges like how to innovate, improve and influence, and this practical approach is already winning plaudits from renowned business leaders:

“Copy, Copy, Copy is a must must read – it’s a brilliantly presented “how-to” guide for people who really want to change things” Mary Portas, retail and fashion guru

“His message of copying one’s way to greatness is entertaining, counter-intuitive and fun” David Abraham, CEO of Channel 4

“Jammed with great case studies and 52 actionable strategies” Stephen Maher, Chairman of The Marketing Society

Presented in an eye-catching and visually engaging format, Copy, Copy, Copy not only provides frameworks and models for business leaders to follow, but also real life examples that a wider audience will find entertaining and thought-provoking. It challenges readers with interesting ideas, such as:

  • The conflicting ideas we have about originality, copying, deception and identity
  • Why errors and variations are actually good for business and how to make more error
  • How to identify the problems you’re dealing with, and what to copy to solve them
  • 52 different  kinds of strategy to copy, borrow or steal for yourself (as the Foreword from Unilever’s Walter Susini encourages you to do)
  • How to apply copying strategies to very real world problems from product launches and behavior change to rioting.
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