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Rocket: Eight Lessons to Secure Infinite Growth Hardcover – October 6, 2015
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From the Back Cover
"A powerful book that offers the keys to growth – deep insight into consumer behavior, stories that energize and excite. A primer for marketers, innovators and change agents. Rocket can help you open doors and drive growth."
- John Mackey, co-CEO and co-founder of Whole Foods
"A compelling blueprint for realizing your full potential. A superb guide for re-imagining your approach to driving growth."
- Douglas R. Conant, Founder ConantLeadership, Former President and CEO, Campbell Soup Company, Chairman, Avon Products
"Much has been written about Four Seasons legendary service model and the 40,000+ people that bring it to life every day, but Rocket takes a unique approach. By exploring our deep commitment to employees within the context of growth, Rocket shows exactly how a passionate team of employees can transform any brand and position it for success. Rocket is an essential read for any business leader focused on long-term growth."
- Isadore Sharp, Founder and Chairman, Four Seasons Hotels and Resorts.
"Engaging and clever lessons that can be applied in any business."
-Tony Hsieh, NY times bestselling author of Delivering Happiness and CEO of Zappos.com, Inc.
"Rocket will help guide you towards the critical factors that cause apostle brands to stand out and thrive. The authors illustrate the necessary traits to build, maintain, and grow successful brands. Very interesting and practical stories covering some of the best brands in the world. A great read for anyone building a brand."
- Bob Carter, Senior Vice President, Automotive Operations,Toyota
Rocket is an extraordinary book. The book tells the stories and secrets of so many successful companies. The “secrets” are fascinating and extremely thought-provoking. Rocket emphasizes the values of integrity and human dignity; values which we consider to be the keystones of our operations.
- Brunello Cucinelli, founder and CEO of Brunello Cuccinelli
"Powerful stories from real people who are delivering extraordinary results. Practical ideas that can be implemented immediately. If you have one business book to read this year, this is the one!”
-Irene Rosenfeld, Chairman and Chief Executive Officer, Mondelez International
About the Author
Michael J. Silverstein is a senior partner and managing director of the consumer practice at The Boston Consulting Group. He is the bestselling author of Trading Up, The $10 Trillion Prize, Women Want More, and Treasure Hunt.
Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh are all senior partners and managing directors at BCG.
Top Customer Reviews
I’ve read about 140 pages, skimmed remainder, and learned little. The 8 precepts are business ideas the reader likely already read before—in summary, Innovate, Build Customer Advocates, Welcome Customers’ Criticisms, Aesthetic Appearances Matter, Transform Employees, Ramp Up Relationships, Take Giant Leaps, and Handle Schisms in Relationships.
Guess you already knew about these precepts too? One can simply read these precepts’ explanations (which constitute 5% of the book), and understand 85% of the book. The 140 pages I read has ZERO teaching on how Time Limitations affect creating branding experiences, and it is these time limitations that is challenging to accomplish branding effects for not-wealthy companies.
Can a reader really benefit from learning in the mini-case studies, which constitute 80% of this book? First consider authors’ biased interpretation of what the entrepreneur did. Then, consider, that the entrepreneur’s temperament, thought processes, and circumstances are likely very different from the reader’s. For example, Armand Hammer of Occidental Oil had an effusively praise biography book. His ex-public relations agent then wrote “Dr. Hammer and Mr. Hyde, the Dark Side of Power: the Real Armand Hammer.” Rocket feels like the first, unrealistic biography case studies.
Book’s first case study is of Lee Wexner of Victoria Secret, and its precept is-- “Don’t Ask Your Customers What They Want (Because They Don’t Know Till You Show Them)”.Read more ›
Years ago, Jackie Huba and Ben McConnell co-authored a book in which they explain how to create what they characterize as “customer evangelists. This is what Michael Silverstein, Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh have in mind when observing that if you have loyal customers, “and you turn them into your apostles, they will spread the word about you, and they will, propel you to growth.” That, in essence, is the physics of commercial growth. The equation is “2/20/80: 2 percent of your customers directly contribute 20 percent of your sales and drive 80 percent of the total volume by their recommendations.”
These are among the several dozen passages of greatest interest and value to me, also listed to suggest the scope of the book’s coverage:
o The Interview: How Howard Schultz Applies the Eight Branding Rules at Starbucks (Pages xiv-xvii)
o Eight Branding Rules (xxi-xxv)
o Schismogenesis: Why Brands Fail (xxix-xxxii)
Note: From Gregory Bateson: "progressive differentiation through culture contact.Read more ›
This is more than just yet another corporate history/look at this success-type of book. You get that, of course, too but it is topped and tailed by an authoritative yet concise series of “how-to” lessons. Even if you don’t think that your business has the potential to be the next Amazon or Victoria’s Secrets, maybe it would benefit from a bit of an under-the-hood service in any case? You can contrast your own ways of working to that of proven successful enterprises. Even a modest change could be worthwhile. You are getting a fair bit of advice from the principal author, who works as senior partner and managing director of Boston Consulting Group’s consumer practice – so even an hour of his time would cost a lot, lot more than this book. Seize the opportunity with both hands!
Central to the author’s message is the value of your customer; with a loyal customer on your side you can seek to turn them into your apostles so they will hopefully spread the word about you, and this can propel you to growth. You know the story about how one unhappy customer will tell a lot more people than a happy customer about their experience, so you need to really maximise and focus on the goodwill a really happy, active, customer can generate and positively encourage them to share the good word.Read more ›
Most Recent Customer Reviews
If you are a marketing manager, a Sydney majoring in marketing, a Brand Manager, a Salesman or Saleswoman and need to see how the best of the best are creating thriving brands,... Read morePublished 3 months ago by Leon Dreimann
Excellent book, very practical and insightful. I'm a fan from Silverstein's earlier book, Trading Up, so was pretty excited with his latest. Read morePublished 5 months ago by Dave Kahng
Fantastic book. Easy to read and very insightful. 8 lessons are actionable and supported by rich examples and stories from some of the world's leading brands. Read morePublished 6 months ago by Brady O.
As a retailer, this book gives me a lot of interesting things to think
Its at the intersection of interesting & highly readable. Great stories about great companies that will make you think differently about your own.Published 7 months ago by Amazon Customer
Very good book -- easy to read, useful lessons, great story-tellingPublished 7 months ago by Amazon Customer
Rocket is an insightful and unique book. It combines valuable, tangible advice for improving brands with compelling and thought provoking stories of some of the world's greatest... Read morePublished 7 months ago by Lucas