Customer Reviews

Lies Startups Tell Themselves to Avoid Marketing: A No Bullsh*t Guide for Ph.D.s, Lab Rats, Suits and Entrepreneurs

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I received this book from a friend, and it was one of the best gifts I received this year. In marketing as in life, one of the most damaging problems is ironically one that can be solved so simply - self-delusion. Like a dope-slap to the head, this book woke me up to some problems on my company Web site.

Besides the advice, a key feature of the book is the collection of examples of start-ups who have both succeeded and failed because of their marketing. Now I'm better equipped to avoid being one of the latter.

When you're running your own business, you think you're saving money by avoiding marketing. After reading "Lies," I realize I'm not spending money in a way that will increase my bottom line. The book is quick to read and it hurts. I hated to be shown that just having a better product or service isn't enough to be successful. I can tell you that things in my business are about to change.

A key to success in business is to figure out what you don't know, and even better, figure out what you think you know but really don't. Lies Startups Tell Themselves to Avoid Marketing comes through on both accounts, debunking management delusions, especially of early stage technology companies. This book contains a series of ten "lies", one per chapter, each one of which is actually a marketing lesson with insight and real world examples. And while there is a logical progression to the chapters, you can also pick the book up anywhere, because each one is self-contained. In the current environment, when financing for startups is tighter, and more and more funds are looking for revenues from early stage companies, it's never too early to start marketing.

Lots of useful information and warnings of dangers, errors, blind alleys, landmines, mis-steps, tricks of mind that can lead us to doing useless, harmful or insufficient work to reach potential customers or clients.

If you are not already expert and fully convinced of the need for well-thought out marketing (plans and execution), this book could save your (business) life.

Whether you're thinking of starting a business or you've been around a while, "Lies Startups Tell Themselves...." offers great advice on this critical piece of the puzzle that so many businesses overlook, no matter their size.

I've run into so many business owners who make the fatal mistake of trying to network their way to success, waiting for things to get better before they put $$ into marketing - don't make the same mistake and read this book!

Mses. Holtzman and Kondek have done an excellent job of describing that marketing is a critical aspect of any business. The books title specifically mentions startups, but the lessons are applicable to all businesses, regardless of size, age, or field of endeavor.

I heartily recommend this book. I found stimulating material within the first few pages, which were worth many times the book's modest cost.

This book is not just for PhDs, lab rats, suits or entrepreneurs. The advice given and the case histories provide a very good inside look at starting a business the right way. The authors don't waste time in getting into the meat of the subject and don't side step the issues.

I like it so much that I recommended it for my clients and have it as suggested reading for my customer service/marketing program seminars.

I think for anyone on the fence, this book will demonstrate the advantages of marketing, even before one's product or service is out. The authors explain the different sectors of the market that need to be addressed at different times. Check it out!

As the advertising industry becomes more and more competitive, startups become increasingly desirable new business prospects. Yet, once the business is won agencies spend most of their time bemoaning their new client's lack of marketing savvy. The result? A doomed professional relationship. LIES STARTUPS TELL THEMSELVES is an indispensable new business tool for agencies. If it isn't on your agency's bookshelf, put it there. The next time you have a new business pitch, you'll know the lies (and fears) your prospect is going through. And you can start a relationship based on realistic expectations. The result? A long, beautiful and profitable relationship.

My nephew on the east coast informed me of this book and felt that it would be a great help to me in selling my services as a computer consultant. I have picked up some good strategies and will apply much of it in selling my services from now on. It's in very plain and hard hitting English that tells it like it is. I think I will be able to get into more "doors" and pick up additional business because of it.

Thanks.

Larry Orange CA