Bungee Jumping & Cocoons: The Dual Nature of the Industrial Marketplace (Paperback)

~ (Author) "I am a boomer..." (more)
Key Phrases: bungee jumping, industrial marketplace, bungee jumps, Walt Disney, Faith Popcorn, Sesame Street (more...)

Editorial Reviews

Product Description

"I am a boomer. Born in 1960, I was ushered into the modern era decades before the information age altered our lives forever. For me, the innovation of the personal computer and the Internet were the twin defining events of my generation."

Thus begins the introduction to this unique tale of two contrasting thoughts: Bungee Jumping and Cocoons. Bungee Jumping is "our present culture's predilection for embracing all things extreme," the author explains. "In our advertising and in our leisure, we want bigger, better, more." Cocoons represent "our willingness to nest within our homes with no need or desire to come out and mingle with the wicked world."

How do these dual ideas play out in our society? How do they illuminate our industrial marketplace and e-commerce activities? Investigating these ideas, the author uses illustrative case studies, pointing to diverse resources such as futurist Faith Popcorn, fantasy adventure giant The Walt Disney Company, Barnes and Noble, Allen-Bradley, the book The Cluetrain Manifesto, and more.

This book sheds some light on how to get beyond the crossroads we are seemingly at - in terms of industrial maturity, economic transition, and societal metamorphosis. Venture into this dual world of extreme fantasy adventures and isolation and be prepared to alter the way you think about the future. But first, you must take the headlong leap into the abyss – the bungee jump.

Product Details

• Paperback: 140 pages
• Publisher: ISA (October 15, 2003)
• Language: English
• ISBN-10: 1556178603
• ISBN-13: 978-1556178603
• Product Dimensions: 8.8 x 6 x 0.4 inches
• Shipping Weight: 7.2 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #2,885,526 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

4.0 out of 5 stars Industrial Marketing 100, March 26, 2004

By	Gary A. Mintchell "Automation Geek" (Sidney, OH USA) - See all my reviews (REAL NAME)

"Bungee Jumping & Cocoons" is an apt title for a book on marketing-it gets you thinking about what it could mean. It describes two types of behavior and extrapolates to industrial marketing. Bungee jumping is taken as the example of the need for "extreme." Cocooning is another lifestyle metaphor. I think he forces the cocooning metaphor, but it does provide an alternative to bungee jumpers.

Bungee jumping describes the behavior of industrial companies to develop partnerships, cost reduction programs, outsourcing, and other cost slashing/productivity boosting activities usually grouped under Lean Manufacturing or Six Sigma.

Cocooning, on the other hand, is used to describe how engineers and other professionals can get almost all the information and education right at their desks, so they don't get out much. Kenworthy uses this metaphor to describe the demise of traditional trade shows. This is a trend that must be addressed by manufacturers.

The book is a light read, and I would have preferred more industrial examples. If you are involved in industrial marketing, this book will make you think about how you're approaching today's engineering buyer. That's a good thing.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Entertaining & instructive view of the industrial market, December 27, 2003

By	James Pinto "JimPinto" (San Diego, CA USA) - See all my reviews (REAL NAME)

This is not a technical book; it's an entertaining and instructive review of markets - primarily the industrial market which is where the author has experience.

"Bungee jumping" is a marketing orientated narrative, with wonderful examples and verbal illustrations, told in an amusing narrative style. It seperates people (and companies) that hide in "cocoons" waiting for a return to "the good old days", from the bold and daring that are willing to do some "bungee jumping" to succeed.

This is a good read. The author has a good knowledge of the subject, and has evidently thought about it a lot. He writes well, in an excellent personal narrative style, with examples which are clear and accurate, and yet amusing, to make several very insightful markeing points. His colloquialisms will confuse anyone's spell-checker, but he gives good marketing advice in an industry that sorely needs it. The suggestions are broad and are provided without bias against any specific products, systems or companies.

Good book - read it!