Marketing Judo Book

I finished reading the marketing Judo book. I think it is really interesting and useful for entrepeneurs and people with ideas to start a business by their own, it shows you a lot of things that even when they seem pretty obvious, are common mistakes of business entrepeneurs. The most important points of the book for me are:

*Get the basics right- this is probably one of the most important points of the book. "Getting the basics right" involves believing in your business, having patience to let your business grow, knowing your opponents weaknesses and your own strengths, etc.

*Everywork is important- You have to pay the same attention to everydetail, all the people who contributes to run your business are needed, for example, if you have a restaurant, to succed, you need to have as good service as good food.

*There are no quick fixes or shortcuts in creating and building a new business or bran in today's fast changing world- You need a lot of patience to let your business grow, because it will take time and a lot of effort, don't think that you'll be a millionare in a second.

*Use your common sense- As it says in the book, this probably sound stupid, but if you pay attention there are thousands of businesses and companies not doing this. As they grow they forget their initial aim and it suddenly makes them fail. Just keep an eye on people's needs and try to satisfy them.

*Identify big compannies and work out how you can do what they can't- When you are a big company, your reactions are slower, because you need more time to notice what's happening and most of all big compannies make their standarts lower to expand (when their standarts are lower, they stop satisfying people at 100%), other problem with big compannies is that they lose the familiar touch with their customers.

*You have to believe that nothing is impossible- If you don't believe in the capacity of your own business, who will do it? You have to be completely convinced of that your business can be succesfull and of that you can achieve your goals.

*You can appear bigger than you are using your brains not budgets- One good example I saw in the book was looking for good points to settle your business, like if you are going to start a restaurant brand (even a local brand) people is more alike to know and try it if you are next to recognized brands (McDonalds, Pizza Hut) or in important places (Airports, International places like Disneyland).

*Laurels could also become wreaths if you rest on them too long- Don't stop taking care of your business when you succed, because the market is always changing and you have to keep improving and innovating, otherwise someone can play judo with you.

*Using your size to your advantage, Fit, Fast and Focused

A good example of Marketing Judo Succes are Walkers the crisps. They have the characteristics of the best small company because they don't rest in their laurels even when they are in the top of the market. They keep innovating with new flavours and ways to get publicity and promotion and they preserve their origins even when they are owned by a huge company (Pepsi).