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According to marketing maven and Purple Cow author Seth Godin, the "Television Industrial Complex"--and its nasty habit of interrupting people with advertisements for things they don't want--is dead. Innovation is cheaper than advertising, advises Godin who defines the "free prize" with diverse examples including swatch watches, frequent flyer miles, dog bakeries, Tupperware parties and portable shredding trucks. He explains "Design matters, style matters, extras matter."
The largest portion of the book is devoted to how to sell an idea to your organization. His specific tactics range from irreverent, (let them pee on your ideas) to practical (how to build a prototype). One standout chapter explains how brainstorming can become boring. His alternative, "edgecraft," involves divergent thinking to add something remarkable to your product. His long grocery list of edges (safety, equality, invisibility, and hours of operation) suggest a genuine marketing manifesto. The ideas are bold and insightful, but can suffer from being presented in less than logical order. The book is also diminished by Godin's self-marketing, from using terminology in his previous books to naming key ideas after himself. These advertisements are unnecessary. This nervy little volume is bound to mother many inventions. --Barbara Mackoff --This text refers to an out of print or unavailable edition of this title.
A slapdash mix of insight, jargon, common sense, inspiration and hooey, Godins follow up to last years Purple Cow argues that the way to make any product a bestseller is to couple it with "a feature that the consumer might be attracted to" whether or not she really needs it or wants it. "If it satisfies consumers and gets them to tell other people what you want them to tell other people, its not a gimmick," he argues. "Its a soft innovation." An entrepreneur, lecturer and monthly columnist for Fast Company, Godin knows his business history, and his book bursts with interesting case studies that define "free prize" thinking: e.g. Apples iPod, Chef Boyardees prehistoric pasta, AOLs free installation CDs. One of the problems with the book, however, is that its insistent use of needless jargon ("free prize," "purple cow," "edgecraft") clouds complicated issues and lumps dissimilar processes together. "Fix whats broken," Godin advocates on one page. "Inflame the passionate," he declares on another. Both of these ideas could certainly lead to business improvements, but they hardly use the same methods. Like Godins last book, this volume reads like a sugar rushfast and sweetand this may propel the author back onto the bestseller lists. To help jumpstart his sales, Portfolio will be packaging the first few thousand copies of the book inside cereal boxes. Now thats quite a gimmicker, soft innovation.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to an out of print or unavailable edition of this title.
I really liked this book it gave me a lot of insigh and was great readingPublished 4 months ago by Rob
Excellent. Seth Godin is always giving his readers something to think about. Always a different angle so we can see "marketing" from a different prospective.Published 10 months ago by Elcione
If you want the secret to make a purple cow then you should read this book. In the edges you will find the prizes.Published 14 months ago by Javier Jara
I read Purple Cow which this book is kind of a follow up to, but I enjoyed Free Prize Inside much more. Very motivating and a whole lot of take-aways. Read morePublished 18 months ago by Joshua Hash
Awesome marketing advice I'm putting to use every day. If you want to jump ahead of your competition, follow the advice in this book.Published on September 21, 2013 by Kevin Campbell Films
Enough has been written about this book so I won't revisit all of the previous praise. What I liked about it was it didn't just teach me what to do it taught me how to think about... Read morePublished on September 4, 2013 by Robert Harpole
If you are interested in successful marketing, you need this book in your library. Actually, throw the rest away and just keep this book.Published on January 11, 2013 by John P. Blanchette
The book is well written, however as in many business books the Free Prize Inside could have been an article in a business publication rather than a book. Read morePublished on October 4, 2011 by business101