26 August 2025

The Genius of the Beast

Recommendation

Since the 2008 crash, capitalism has received a bad rap. Experts and pundits, some still licking their fiscal or psychic wounds, question its future. Renaissance man Howard Bloom says blame does not lie with the system, but with the way people perceive it and what they bring to it. Bloom, a businessman, scientist and philosopher, lays out, in dizzying, swooping detail, how all life, from the smallest bacteria to human beings, is genetically programmed to flourish under the free market system. He jumps from era to era to illustrate the whys and wherefores of human thinking and progress. He argues that capitalism, as imperfect as it is, enables the best and brightest to emerge. He advocates reviving moribund business by injecting it with emotion, desire and passion. Bloom’s book – at its zenith soaring and fascinating, and at its nadir meandering and infuriating – stalls only when he lingers over his time as an ’80s pop impresario. It leaps back to life when he races from microbes to chimps and from ancient Rome to Marco Polo to make his case for capitalism. While readers may debate some of Bloom’s conclusions – not to mention some of his examples – BooksInShort suggests his book as a breath of fresh air amid the usual staid economic texts.

Take-Aways

  • Capitalism has done more to advance humanity than any political or religious system.
  • Capitalism isn’t to blame when economies collapse; rather, the responsibility lies with the cycle of boom and bust that is genetically programmed into all living organisms.
  • “Bionomics” explains human economic activity in terms of biological imperatives.
  • Human biochemical changes lead to both euphoria and depression.
  • Humanity is now riding the “escalator of complexity,” which progresses with each boom and bust cycle.
  • Civilizations construct a “scaffold of habit,” a pattern of symbols in daily use. For instance, society accepts paper money as a symbolic substitute for goods.
  • Capitalism, as seen in the West’s economies, governments, journalism and business, improved many lives with, for example, fire codes and safe water.
  • Banks are seen as unfeeling monoliths, but they rely on emotion, namely trust.
  • The need to trust is biological and centered in the brain.
  • Today’s business world lacks passion, so “take your emotions to work with you.”

Summary

Feed the Beast

Most people associate capitalism with an unfeeling, automated, numbers-based society. The common phrases “crass materialism,” “commodification” and “consumerism” connote the disdain with which most onlookers, even in capitalist societies, view the Western way of life. The 2008-2009 recession shook the capitalistic ethos to the core, and many question how the West will carry on, given the free markets’ downfall. They do not understand that capitalism is a “human” concept, ingrained in all living beings and intrinsic to their humanity. Capitalism is the “mechanism” or “metabolism,” for Western civilization; it is the “genius of the beast.”

“Capitalism offers more things to believe in than any system that has ever come before.”

“Industrialism, capitalism, pluralism, free speech” and “democracy” are at the core of what makes human beings tick, what makes them happy and what advances them. Capitalism currently lacks emotion, the very trait that distinguishes humans from other life forms. Capitalism must reapply emotion to help society move ahead and to bring individuals contentment. The desires, feelings and passions that drive people fuel the engine of capitalism.

“Capitalism is based on...having a wild-eyed notion, holding onto it despite self-doubts and mockery, infecting others with your vision, then persisting for as many years or decades as it takes to turn what seems like insanity into a new reality.”

Capitalism has accomplished more than any other creed in history. Through inventions that exemplify capitalism by how they help people progress, this system has fulfilled its promise to improve the quality and length of people’s lives. For example, before the 1769 capitalistic invention of the power loom, most people wore bug-infested clothing made from “animal hair fabrics.” These rough garments chafed and were not washable, rendering regular bathing pointless. But when the power loom made cotton affordable, everyone, rich and poor, could have cheap, comfortable, cleanable clothes. By about 1840, the availability of both cotton and soap “kicked in,” so people bathed more often, reducing illness and adding dramatically to average life spans.

The Biology of Boom and Bust

Ups and downs have been inherent in every life form since the beginning of time. The concepts of growth and decline are genetically stamped into people, animals and even microbes, and are necessary for the continuation of life. These cycles lead to “exploration, consolidation and repurposing” in a person and a society. Explorers venture into new territory (physically or mentally); subsequent generations consolidate and add to their knowledge, building on the past to create something new. Repurposing is nature’s way of guiding organisms to reinvent and re-create themselves. In Darwinian terms, when adversity strikes, those that don’t or can’t adapt usually won’t survive. Repurposing is part of the “secular genesis machine…the mechanism that brings radically new creations into being without the hand of a deity.” Indeed, since your body undergoes the death of 10 billion cells each day, you are essentially being renewed constantly.

“Economic crashes...are built into our biology. They are driven by a mass emotional engine.”

Students of economic cycles usually point to bankers, markets, politicians or policy as the heroes of prosperity or the culprits of decline, but in reality, the credit for upturns and the fault for downturns lies in humans’ genetic makeup. The “theory of bionomics” seeks to understand the evolution of human economic activity in terms of biological imperatives. For example, given a nutritious setting, slime mold sporangium grow by shooting out hundreds of thousands of spores which become amoebas. When the food supply dwindles, some amoebas emit a “chemical distress signal,” bringing the whole group close to collapse. It then uses some of its own members as fuel to shoot off the remaining spores of its genetic material to a new, food-rich environment, thus creating a fresh colony. In a similar way, economic downturns bring people and companies to near collapse, so they turn inward, stop spending and contract their economic lives. People who lose their jobs or firms that nearly fail may survive by morphing into new forms (i.e., as entrepreneurs or merged companies) or repurposing to take different jobs and build new entities, while the weakest may not survive. The value and challenge of a bust is to repurpose yourself as nature repurposes mold.

“To energize the industrious and analytic potential of our minds, we need to find and engage our feelings.”

Bees get the blues in bad times, too, but they boogie their way out of it. Boom and bust cycles follow bees every season, as they rush to collect sufficient nectar and pollen in a short time to make enough food stores for the year. When “forager bees” run out of flowers, their hive mates shun them, so they become lethargic and “depressed.” But when a particularly adventuresome forager bee finds a fresh flowerbed, she returns to the hive to perform an ecstatic, intricate dance that communicates the new flowers’ locale. Energized by her jive, the depressed bees buzz over to the blooms and return, nectar-laden and reinvigorated to continue their boom and bust cycle.

The Climb of Constant Improvement

In 1776 Western civilization finally regained the standard of living the Romans enjoyed in 410 C.E., before their empire began to disintegrate. Even though societies fluctuated economically for centuries, they have been climbing the “escalator of complexity” only since the late 18th century, meaning that at every downturn since then, people are nominally better off than they were during the previous bust, though generally they don’t feel any better.

“The Western system accomplished in 300 years what it would have taken evolution over 300 million to achieve.”

In 1795, an economic collapse caused mass starvation in France and England. Hungry mobs led French aristocrats to the guillotine. Chastened, the British government established welfare payments and soup kitchens. By the time the Panic of 1907 hit, the U.S. had built social safety nets. Americans no longer had to fear famine, though they still dreaded losing their savings in failing banks. By 2008, they didn’t have to worry about either bank failures or job loss, because the government guaranteed their bank deposits and paid unemployment insurance. But those who were broke and unemployed still felt as miserable as the starving French peasants in the late 1700s. Why? Biology resets the brain’s serotonin receptors, which soar when you do well and plummet when you fail. When you’re up, “your perceptions, your energy, your confidence, your immune system and even your posture are shifted to high.” But when you’re down, glucocorticoid stress hormones overrun your nervous system, destroying brain cells, weakening your immunity and reducing your ability to perceive solutions.” If you release streams of stress hormones over a long enough period, you can slide into “learned helplessness” abetted by another hormone, substance P, a “self-destruct chemical produced by your very own cells.”

“When CEOs, VPs, and you and I shun the emotional core of our labors, we plunge daggers into our eyes. It’s time to see with clarity, not blindness.”

The escalator of complexity reveals how a society builds a “scaffold of habit,” a collection of unquestioned symbols and rituals of everyday life, such as the understanding that money has value as a stand-in for goods. At one point in a culture’s early economic evolution, gold and silver become “first-order symbols” directly representing goods or services. Eventually, people accept paper money as a stand-in for gold, a “symbol of a symbol.” Checks and bank accounts are “symbols of a symbol of a symbol,” and so on. Credit cards, futures contracts and derivatives are higher on the “symbol stack.” Each step up this ladder enables bigger, grander, more complex and more risky transactions. Credit default swaps nearly toppled the towering symbol stack in 2008. The good news was that the entire tower didn’t collapse – debit cards still worked, bank deposits survived and no one starved. The value of the occasional crash is that it lets society investigate the perils of these symbols and establish conventions to limit the harm they can inflict.

“The Infrastructure of Fantasy”

The world’s greatest achievements often begin with an idea, a thought, a fantastical notion rooted in often-mundane fact. In 1865, French stockbroker Jules Verne wrote From Earth to the Moon, a novel in which the characters build a fantasy rocket based on an actual, giant, U.S. Civil War cannon. Two boys who were enthralled by Verne’s novel, Hermann Oberth in Germany and Konstantin Eduardovich Tsiolkovskii in Russia, grew up to write books about space exploration and rockets. A German lad named Wernher von Braun read their books and Verne’s story. When he grew up, Adolf Hitler gave him the money and materials to make a V-2 rocket deadly enough to bomb London and “big enough to make it to the edge of space.” As the Third Reich fell, von Braun turned himself over to the approaching Americans, who saw the military advantages of his rocket. In the U.S., von Braun worked with an artist and architect who shared his space travel dreams, Chesley Bonestell, the designer of the Chrysler Building. The two men published surreal visions of future space travel in immensely popular books that caught the eye of Walt Disney. He hired von Braun to host TV show segments about outer space, and drew inspiration from Bonestell’s renderings for part of the design of Disneyland – which made even more kids captivated about space. In 1960, President John F. Kennedy put that fantasy on the road to reality. Each person in this chain, from Jules Verne to today’s rocket scientists, contributed to the infrastructure of fantasy. Verne’s fantasy led to a real achievement; that is how capitalism works.

Coffee, Tea and the Group IQ

Capitalism’s fuel is human talent and ingenuity, and often the most ordinary, routine items ignite that fuel. With the “opening of sea lanes to the East,” England first received Chinese tea, along with its novel cups, saucers and teapots. The new brew led to the daily ritual of teatime, a whole new way of marking time. People gathered to socialize, exchange ideas and drive up “the group IQ, the mass intellect we generate when, like bees, we pool what we know.” In 1700, coffee arrived from Turkey to accelerate the Britons’ caffeine high. Coffeehouses became nurseries of modern inventions, spawning “the magazine, the business newsletter, the newspaper, the company, the stock exchange and the insurance industry.” American circus entrepreneur P.T. Barnum increased the general public’s group IQ by providing novelty and wonder with his circus and theatrical acts, enabling people to encounter and consider matters they would never otherwise have experienced.

Capitalism Aligns with Humanity

Free enterprise best addresses the needs of the many, contrary to Marxism’s tenet that capitalism promotes greed. “The Western system’s wonder team – government, the protest industry, explorers and business” saved and improved the lives of millions by creating safe water supplies, sanitary sewage treatment, fire codes and indoor plumbing. Muckraking reporters exposed corruption in the oil and meatpacking businesses in the early 1900s. The muckrakers’ stories eventually led to the righting of many inequities. Capitalism is the only set-up that encourages such a protest industry, an important check and balance to markets’ excesses and defects.

“Nearly every faith...promises to raise the poor and the oppressed. But only capitalism delivers what these ideologies and religions profess. Capitalism lifts the poor and helps them live their dreams.”

Robber baron John D. Rockefeller improved the lives of generations of people worldwide with his crusade to standardize the quality and supply of kerosene oil. This allowed the poor, like the rich, to enjoy extra hours of illumination at night, adding an extra 58,400 hours of activity, or more than six productive years of time, to the average life span.

“Emotional Capitalism”

Banks, often portrayed as unfeeling monoliths, actually rely on emotion to stay in business, given that the word “credit” derives from the Latin word “credere,” trust. Bank names often include the words “trust” and “assurance.” Emotions, notably trust, made ancient overseas commerce possible. Merchants’ banks gave their trading partners’ banks letters of credit, promising to pay for goods shipped. Even now, to pursue commerce, you must believe your bank will safeguard your money, use it well and return it when asked. The need to trust is biological: The emotions around credence are centered in your brain.

“How can anyone go to work under the illusion that raw rationality will be the key to his success?”

What modern capitalism needs most is the one thing its fervent proponents have worked hard to deny it: emotion. Human striving is based on passion, desire, and the search for identity and attention. Capitalism works best when it answers those human needs. Your charge is to “take your emotions to work with you.” Human beings are each responsible for furthering the planet’s growth and society’s edification; people are an important part of the secular genesis machine. Economics, like nature, create, grow, wither and die, only to create again, and people are the engines that make that happen.

About the Author

Howard Bloom is a businessman, scientist and philosopher. He is also the author of The Lucifer Principle: A Scientific Expedition into the Forces of History and Global Brain: The Evolution of Mass Mind from the Big Bang to the 21st Century.


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The Genius of the Beast

Book The Genius of the Beast

A Radical Re-Vision of Capitalism

Prometheus Books,


 



26 August 2025

The Purchasing Machine

Recommendation

One of this book’s mantras is that purchasing is a lot more important these days than in decades past. The authors, Dave Nelson, Patricia Moody and Jonathon Stegner, have spent decades in the field of purchasing. Their principal argument is that now that most companies outsource their equipment and even their parts (for example, very few Dell parts are made in-house), purchasing has become not only more important, but a potential source of incredible savings. The dozen companies profiled in this book - which is meant to detail the best practices in purchasing worldwide - have realized millions of dollars in savings simply by optimizing supply-chain management. The authors emphasize that this isn’t an individual task. Change in purchasing management requires an internal team and management support. BooksInShort.com recommends this book not only to purchasing managers, but to all corporate executives, any of whom will glean some invaluable pointers about how to save money in day-to-day operations.

Take-Aways

  • Today’s outsourcing has made purchasing decisions much more important.
  • Many companies have missed the fact that purchasing has become critical.
  • Top organizations usually excel at only one or two purchasing best practices.
  • Your supply management leader should be a vice-president in your company.
  • Management support is the key to successfully changing purchasing practices.
  • Using 20 best practices in purchasing will change your business.
  • Don’t try to utilize all 20 best practices at once.
  • Find out whether your company engages in bad-practices purchasing.
  • Don’t try to utilize best practices alone. This is a team effort.
  • Enterprise Resource Planning is not recommended as a purchasing solution.

Summary

Procurement Proficiency Produces Profits

Procurement should no longer be seen as a necessary evil or as some minor function that can’t help your company become more competitive. In fact, the crucial step that corporations must take to capture more market share in the 21st century is procurement and supply-chain management.

“Use best practices as the launching pad, not the destination.”

If you haven’t addressed your purchasing process, the future is now. Over the next 10 to 20 years, the most exciting place for a manufacturing professional will be supply management, which will encompass these functions:

  • Purchasing
  • Materials flows
  • Acquisitions
  • Sourcing strategies
  • Movement and control of intellectual property
“Bad practices will take your team nowhere. They will drain energy and responsiveness, leak hard-earned profits and prevent you from capturing the gold from brilliant and well-intentioned new product initiatives.”

To find the best path to achieve purchasing and supply-chain improvements, you need to create real change and leapfrog the competition with out-of-the-box ideas. Today, every part of manufacturing is being designed for better, more predictable performance. This is performance that can be achieved only by doing the work very well, every time. The companies profiled here don’t perform all of the best practices, but each one does some things extremely well under high quality leadership.

Benchmark Purchasing Performance

Reforming your purchasing management and maximizing the savings potential in your supply chain relies on understanding that purchasing is important, and can be improved with benchmarking to set tough performance goals. Building better supply-chain management relies upon sharing knowledge, institutionalizing best practices and addressing each step along the entire supply chain.

The Evolution of Purchasing

During the 1960s, manufacturing changed in many ways, yet many companies failed to realize that as manufacturing evolved, so did the needs for traditional purchasing. Most organizations missed the big change and, instead, built systems that supported traditional massive-batch and queue-production processes.

“Moving a single organization, and then an entire supply chain, along an aggressive improvement journey that started about 150 years ago in manufacturing can be a blinding challenge for a single dedicated individual. We don’t recommend that anyone attempt this alone.”

The three major shifts involved:

  • Money - More money started to flow through the purchasing structure as companies changed from vertical integration to outsourcing.
  • Power - Internal power shifted away from previous balances and moved into areas outside traditional manufacturing.
  • Intelligence - Before outsourcing, manufacturers needed employees with traditional, hands-on skills. Today, manufacturers have more of a need for people with less traditional expertise, such as contract management and procurement.

The Purchasing Challenge

Purchasing professionals now face several pivotal challenges:

  • They must understand and direct the quick completion of many high-technology tasks.
  • They must lead their team in material and intellectual property acquisition and use.
  • Not only must they continue to mind the store and keep costs down, but they have to become tech gurus, and experts in communication and costing.

The Supply Chain Top 10

The top 10 companies known for their superb supply-chain management are:

  1. American Express excels at breakthrough computer systems.
  2. SmithKline Beechem is structured to meet commodity market goals.
  3. Daimler-Chrysler enjoys a great reputation among its suppliers.
  4. Harley-Davidson/Buell has renewed itself.
  5. Honda of America set the benchmark for supplier development and training.
  6. IBM continues to be an innovator.
  7. John Deere is known for supplier development and strong processes.
  8. Whirlpool combines leveraged purchasing and cost-management skills.
  9. Flextronics has developed superior procurement systems.
  10. Sun Microsystems continues to improve supplier partnerships and networking.

Twenty Best Practices

To change your purchasing processes, incorporate each of the following 20 best practices, but don’t work on all of them at once. The above companies each excel at one or two of these performance points.

  1. Cost Management.
  2. Supplier development.
  3. Value analysis.
  4. MRO management, which includes maintenance and repair, indirect materials and services, and nontraditional purchasing.
  5. Supplier circles.
  6. Training.
  7. Supplier information sharing.
  8. Supplier study groups.
  9. Supplier conferences.
  10. Supplier performance reporting.
  11. Supplier surveys.
  12. Delivery improvement.
  13. Tool and technical assistance centers.
  14. Supplier support (SWAT) teams.
  15. Loaned executives.
  16. Early supplier involvement.
  17. New Model Development Groups.
  18. Written strategies for every supplier, every part and every commodity.
  19. Strategic planning, administration, career-path and academic outreach programs.
  20. Purchasing systems.
“Clarity - not simply being clear about objectives and tactics to deliver on goals but clarity of vision - will take purchasing executives from a chaotic landscape up to the clear, high winner’s advantage.”

Of course, no one person can manage all this. To attempt any of these practices, management must support a small team of dedicated individuals. For example, to take just one of these practices, improving supplier development, requires following twelve separate steps:

  1. Review performance gaps.
  2. Explore project analysis and execution methods.
  3. Work to align mutual agreement on project focus.
  4. Identify processes that result in waste.
  5. Compare performance gaps with the results you want.
  6. Establish project metrics and baseline metrics.
  7. Gather and analyze data.
  8. Develop improvement strategies.
  9. Create an implementation plan.
  10. Create a project proposal.
  11. Review the proposal with your suppliers’ management.
  12. Execute the project.

Worst Practices

Even though traditional purchasing techniques are faulty, many companies simply aren’t following best practices in supply-chain management. Companies find themselves saddled with cumbersome organizational structures, compensation schemes and protocols.

“Why would top management choose to support engineering, or sales and marketing, when 80% to 90% of the cost of their product is controlled by supply management?”

Even worse, some companies fall into procurement habits and structures dating from the era of all-powerful manufacturing housed in vertically integrated functional silos. Watch for the 10 signs of worst-practices purchasing:

  • Your company’s highest level purchasing executive is purchasing manager.
  • Your buyers or planners earn less than one-third of your highest purchasing pro’s salary.
  • No representative of the supply chain sits on your board of directors.
  • Strategic alliances are guaranteed by written contracts.
  • All of your new product expertise is centered in engineering.
  • Your purchasing planning systems are loosely tied to manufacturing planning and execution software.
  • Faxed requirements determine supplier delivery schedules.
  • Cost date determines the compensation of purchasing professionals.
  • Ten percent of receipts represent point-of-consumption deliveries of certified materials.
  • Manufacturing believes it can assure product quality by commodity and part classification.
“As manufacturing changed, so did the needs for traditional purchasing, but the buying function in most organizations missed the change and continued to structure and build systems to support a massive batch and queue production process.”

Most companies don’t spend enough of their resources on human assets. We don’t see the right caliber of professionals dedicated to areas that manage 70% of company spending. Every company should have a vice-president of purchasing or supply management.

However, Enterprise Resource Programs (ERP) are not a solution to purchasing problems. ERP simply doesn’t have the tools to solve factory-flow problems. The answers to your supply chain problems exist on the shop floor over the next five or 10 years, and cannot be effective if they are afterthoughts by the software houses and their handmaidens, big consulting.

Predictions for the Future

Companies that use best practices can achieve 25% to 30% cost reductions in purchasing and productivity savings. Meanwhile, procurement specialists will make increasingly strategic contributions to their organizations. The future will include:

  • More variety, not less - Customers will be able to design their own products on-site, perhaps even in transit. All sorts of misplaced design efforts will mean that procurement and supply-chain professionals will have to save even more time in the pipeline. This trend also means that supply chain managers, who already need intellectual property expertise, will also become experts at outsourced ideas and royalty schedules.
  • Lock down - In the next 20 years, big companies may lock down smaller and mid-sized suppliers out of both necessity and evolution. Big manufacturers will integrate these suppliers much in the same way that Microsoft controls entire markets.

About the Authors

Dave Nelson a vice president at Deere and Co., previously led the growth of Honda’s purchasing division, which received the Medal of Professional Excellence from Purchasing Magazine. Patricia Moody was profiled by Fortune as one of the 10 pioneering women in manufacturing and is a consultant to such companies as Cisco, Honda and Solectron. Jonathon Stegner is a director of supply management at Deere and a 20-year supply management practitioner.


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The Purchasing Machine

Book The Purchasing Machine

How the Top Ten Companies Use Best Practices to Manage Their Supply Chains

Free Press,


 



26 August 2025

Repositioning

Recommendation

“This turned out to be a difficult book to write because I’ve already written so much on the subject...Readers of my work might recognize some things I’ve mentioned in one of my 15 other books.” So reads the opening lines of marketing maven Jack Trout’s guide to repositioning. This defeatist introduction doesn’t exactly promise much in the way of ingenuity or innovation. However, when you peruse this book, a follow-up to the business classic Positioning: The Battle for Your Mind, it quickly becomes clear why Trout is in great demand as a speaker. The book reads like a marketing presentation. In a dynamic and engaging way, Trout, with the aid of marketing consultant Steve Rivkin, explains how repositioning can help you differentiate your brand from your competition, manage change and deal with crises. The book is filled with marketing war stories of successes and failures, with an occasional (if a tad egotistical) aside – such as, “If only they had taken my advice...” – thrown in. Although full of colorful real-life case studies, it is, at times, short on tactics and applicable advice. BooksInShort recommends Trout’s previous bestseller to those who are new to marketing and this sequel to anyone who desires a refresher course.

Take-Aways

  • Positioning is how the marketplace perceives your brand in comparison with your competition. Repositioning is how to reshape those perceptions into something new.
  • Firms reposition their offerings in response to competition, change and crises.
  • Focus on one compelling idea that differentiates your product from the competition and construct a simple message around that concept.
  • Advances in technology constantly instigate change. Brands need to respond and evolve or they will die.
  • The bigger your company, the harder it is to change or be flexible.
  • Making changes to your branding can blur public perceptions and weaken your message.
  • Repositioning is often necessary after a crisis, whether the turmoil affects everyone, such as a global recession, or a single firm, as with General Motors’ ongoing woes.
  • “Publicity first, advertising second.” A repositioning strategy will work best if it originates from an outside resource, like a blog or newspaper story.
  • Barriers to repositioning include reluctance to change and large management egos.
  • A repositioning strategy will work only if top management is on board.

Summary

Positioning and Repositioning

Positioning and repositioning are connected theories. In both cases you must understand how people see you and your firm. Positioning is “how you differentiate yourself in the mind of your prospect.” Repositioning, on the other hand, is “how you adjust perceptions, whether those perceptions are about you or about your competition.”

“When the market makes up its mind about a product, there’s no changing that mind.”

Humankind has produced more information in the last three decades than in the previous five millennia. More than 4,000 books are published every day. The World Wide Web grows by a million pages daily. These numbers keep expanding. Every day, the media bombards people with all kinds of messages through a growing number of vehicles. So how can you make your message stand out from the others? Breaking through this barrage of information is especially difficult because humans are averse to complexity and dislike confusion.

“Marketing is a battle of perceptions.”

If you want people to remember your message, keep it simple. Focus on one compelling idea that differentiates your product from the competition and construct a simple message around that concept. For example, Volvo connects its brand to safety while BMW focuses on driving. Once people remember your simple story, they’ll keep it in mind for a long time. In the mid-’80s, a survey revealed that people think of GE as the second most popular blender manufacturer – even though GE hadn’t manufactured a blender in 20 years. This perception was based on outdated brand recall. Once people remember a product a certain way, changing their viewpoint is very difficult. Xerox failed when it tried to enter the computer market. Coca-Cola flopped when it introduced New Coke. Repositioning your brand in the mind of the consumer is hard because “Minds are insecure.” Although people can’t articulate why they make particular purchases, behavioral scientists identify five reasons why people may not buy your product:

  1. “Monetary risk” – People are afraid they might lose money.
  2. “Functional risk” – They don’t want to buy something that might not work.
  3. “Physical risk” – Why spend money on something that threatens their well-being?
  4. “Social risk” – If they buy this product, they might become an object of ridicule.
  5. “Psychological risk” – This purchase might make the buyer feel remorseful later.
“Every repositioning program has to start with the competition in mind.”

Consumers are not only being bombarded with more messages than ever before, they have more choices than ever before. Most supermarkets carry approximately 40,000 different products even though the average family uses around 150. While a U.S. consumer could choose among 140 cars models in the ’70s – mainly American brands – now buyers can select a car from more than 300 models on the U.S. market. The age of the local business is fading and a global market is emerging. Moreover, major business categories are dividing into subcategories. Consider the computer industry’s subcategories: You can choose among laptops, notebooks, PCs, workstations and minicomputers, to name but a few. However, people don’t necessarily want or need all of these choices. Research shows that too many options tend to be paralyzing rather than liberating.

“What used to be national markets with local companies competing for business have become a single global market with everyone competing for everyone’s business everywhere.”

To break through the barriers of noise and choice, you may need to reposition your product or service. Companies reposition their offerings to cope with three forces that affect business: “competition, change and crises.”

1. Competition

Originally, marketers viewed repositioning as pointing out a flaw in your competition. However, once you throw the first stone, you may find yourself immersed in a battle where no one wins. For example, Campbell’s accused its rival Progresso of using the chemical monosodium glutamate (MSG) in its soup. Progresso countered by pointing out that Campbell’s also used MSG, and neither soup brand emerged a winner.

“If you stay in the shadow of your larger competitors and never establish your differentness, you will always be weak.”

A better way to reposition your competitor is “finding a weakness in the leader’s strength and attacking at that point.” For example, because Hertz leads the car rental business, Avis countered with ads that said, “Rent from Avis. The line at our counter is shorter.” They cast what seemed to be Hertz’s strength, its first-place position, as a weakness.

“Good competitive repositioning ideas are extremely difficult to sell because they are negative in nature.”

The purpose of directing negative attention toward your competition is to indirectly shine a positive light on your brand. The marketers at Stolichnaya vodka achieved this when they stated that American vodkas were “making believe they were Russian.” They put a negative idea in the consumers’ mind about American vodkas, while at the same time claiming that Russian vodka held a superior position. The concept was obvious and resonated with consumers.

“When a competitor is known for one thing, you have to be known for something else.”

Repositioning commodities requires differentiation via a “unique selling proposition,” and involves five strategies:

  1. “Identify” – Put a name on your product as Dole did with pineapple and Chiquita did with bananas.
  2. “Personify” – The Green Giant character exemplifies this marketing technique.
  3. “Create a new generic” – Marketers of large cantaloupes didn’t want the product to be known simply as large melons. They introduced a new category – Crenshaw melons.
  4. “Change the name” – If the original product name doesn’t work, change it. The former Chinese gooseberry is now kiwi fruit.
  5. “Reposition the category” – When “pork” came to sound unappetizing, marketers repositioned it as “the other white meat.”

2. Change

Today’s business world is characterized by rapid change. Advances in technology constantly alter the rules of the game. Brands need to evolve or die. For example, IBM led in mainframe computers, but missed the emerging minicomputer market. Data General, Wang, Hewlett-Packard and others hopped on board the minicomputer market but missed the change to PCs, leaving the window wide open for Apple and other brands. The survivors endured because they evolved. IBM moved into integrated computing, Hewlett-Packard carved out a niche in printers and Apple continues to innovate with new products such as the iPod. Don’t become complacent. Continually scan the horizon for any new technologies or products that could potentially upend your success.

“Market leaders have to be willing to attack themselves with a better idea.”

The bigger your company, the harder it is to change or be flexible. Bigger is not always better in terms of being responsive and reactive to market and technological changes. Research shows that the larger and more complex a company grows, the more inefficient and unproductive it becomes, as epitomized by the likes of AIG and General Motors (GM). Moreover, big successful companies don’t usually want to change. Instead, they want to continue doing whatever made them successful in the first place.

“Powerful ideas always clash with someone’s personal agenda. This ensures an early demise for any concept that has to work its way up the organization for final approval.”

Yet change can also be the enemy of success. Think long and hard before you tinker with your brand. When you introduce more product lines or change an established winner, you blur your identity. Gatorade led the market when it decided to redesign its label. It changed the recognizable Gatorade name to a big letter “G.” Sales dropped by 4.5%. Anheuser-Busch has added several products to the Budweiser label. Now the King of Beers offers an array of products including lights, drafts, cold-brewed beers and more, thus confusing consumers about the claim, “This Bud’s for you.” Conversely, White Castle has changed very little since the 1920s and remains a fast food leader. One reason White Castle can resist change is because it’s a privately owned company. Public companies that answer to Wall Street face market pressure to grow and change, resulting in an emphasis on short-term profits rather than long-term success. Beware of change for change’s sake: “Don’t solve a nonexistent problem” and “don’t mess with tradition.” Make sure your innovation is better than its predecessor.

3. Crises

Repositioning is often necessary after a crisis. Crises are either macro or micro in nature. A macro crisis, such as an economic downturn, affects everyone. A micro crisis affects one business. GM has undergone a micro crisis and its future success depends upon its repositioning strategy. To survive, GM must identify a unique, separate idea for each of its four brands (Chevrolet, Buick, Cadillac and GMC) that differentiates its cars.

“History is filled with bold forecasts that didn't pan out.”

You must craft every marketing plan around what your rivals are doing. “It’s not what you want to do; it’s what your competition will let you do.” Gain an intimate knowledge of their strengths and weaknesses, and never underestimate them.

Even though repositioning is about readjusting (rather than changing) people’s perceptions, you still must handle it carefully as a gradual process that you can’t rush. Your repositioning strategy must align with people’s existing perceptions. The rule of thumb in launching a repositioning campaign is “publicity first, advertising second.” Ideally, your repositioning story will originate from an outside source. That’s why public relations (PR) is so important. Build your campaign slowly by initially concentrating on your core group. For example, a story on a popular industry blog is a great start. Next, strive for story placement in trade publications, mainstream media, radio and television. Reinforce your PR efforts with well-placed advertising, merchandising and events.

“Airplanes are interesting but of no military value.” (Marshal Ferdinand Foch, French military strategist, 1911)

Repositioning campaigns work only if the top executives in the company support them. Getting the CEO on board is imperative. Good leaders, who are characteristically “flexible,” courageous, “bold,” knowledgeable and “lucky,” won’t delegate something this important.

Repositioning Road Blocks

What kind of obstacles should you expect to face when you propose a repositioning campaign? The first is getting access to give your proposal to the authoritative decision maker. You can give the best presentation in the world, but if the right people don’t hear it, it won’t do any good.

“Who the hell wants to hear actors talk?” (Harry Warner, Warner Brothers, 1927)

People resist ideas that threaten their “cash cow,” that is, the product or business that has made money in the past. Gillette is a good example of how to overcome this problem. Gillette attacks its cash cow, razor blades, constantly, always seeking to improve a successful product. The product has progressed from single blades to multiple blades. Gillette introduced “adjustable” razors, “shock-absorbing” razors and “multiblade” razors. This willingness to question its success helps Gillette stay successful.

“Try not to over-research or overthink your positioning or repositioning strategy. Simple and obvious will do the trick.”

You may have to deal with entrenched egos when you try to sell a repositioning strategy. Few people are confident enough to admit that they are doing things incorrectly. Avoid putting people on the defensive by proceeding slowly and tactfully, teaching as you go and using analogies and stories. The best solutions will be “obvious.” To see if your idea is concise and evident, hold it up to the following standards:

  • “This problem, when solved, will be simple” – Often, people overlook the obvious solution. Complex ideas are never obvious.
  • “Does it check with human nature?” – The obvious solution will not differ wildly from existing perceptions.
  • “Put it on paper” – Can you explain it quickly and succinctly?
  • “Does it explode in people’s minds?” – The best, most obvious solution will make people wonder why they never thought of it.
  • “Is the time ripe?” – An idea that is either ahead of or behind its time will not succeed. Implement your repositioning plan at the perfect moment.

About the Authors

Jack Trout is co-author of the business bestseller Positioning: The Battle for Your Mind. He’s president of the consulting firm Trout & Partners. Steve Rivkin is founder of Rivkin & Associates, a marketing consultancy.


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Repositioning

Book Repositioning

Marketing in an Era of Competition, Change, and Crisis

McGraw-Hill,


 




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