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ONE: A Consumer Revolution for Business Paperback – November 1, 2005
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"Engeseth's always ahead of the curve. Marketers, indeed all business-people, risk being left behind if they don't get with ONE." -- Jack Yan, CEO, Jack Yan & Associates
"Everybody talks about being customer-oriented, but Engeseth's taken the concept to a much higher level. ONE's the ultimate consumer book." -- Al Ries, author of 'The 22 Immutable Laws of Marketing'
"In our brave new opt-in on-demand world, consumers possess ultimate control. Engeseths provocative book guides you smartly through this revolution." -- O. Burtch Drake, President-CEO, American Association of Advertising Agencies
"Thought-provoking and inspiring. When you read [ONE], you feel guilty that you aren't doing it yet yourself." -- Brand Republic, review by Stephen Chandler (03/20/04)
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In today's fast-paced global economy, where very dynamic niches and their real needs and wants often seem like a moving target or even a blur, Stefan provides a user-friendly framework for thinking about consumers--or any customers for that matter--and how to harness their energy and enthusiasm for creating the products and service that they will truly desire. He then shows how to bring them into the planning process in ways that really matter. The result is far fewer mis-steps and far greater success.
It is unfortunate that this book has not received wider attention in the U.S. as it offers some of the best thinking available today. Read it with open eyes and you will understand your market and its potential far better than any of your competitors.