272 pages, 9.06 × 7.1 × 0.68 in
September 1, 2009
Penguin Publishing Group
The following ISBNs are associated with this title:
ISBN - 10: 159240507X
ISBN - 13: 9781592405077
About the Book
The hottest trendspotter in America reveals his powerful strategies for thriving in any economic climate. Color illustrations throughout.
Read from the Book
Part 1First, afew pagesofhistory **Did you know that IBM, GE, Wal-Mart, Dell, and Southwest Airlineswere referenced in 1,304 of the most recent 2,000 Harvard BusinessReview articles? 2 Holy crap! That’s excessive. In his book The BreakthroughCompany, Keith McFarland asked, “Does it stand to reason, however, thatjust 5 firms account for 50% of the business knowledge created over thepast 80 years?” Accordingly, Exploiting Chaos departs from normality tobring you examples applicable to both big businesses and new ventures.Crisis createsopportunityPrior to the Great Depression, the only cereal brand thatmattered was Post. After your great-grandfather silenced the piercing bellsof his wind-up alarm clock, he savored the delicious taste of Post Grape-Nuts. Launched in 1897, the cereal dominated the marketplace leading upto the 1930s.As the Great Depression tightened its angry claws on America, Post founditself hungry for cash. The prominent cereal maker assumed they “owned”the market. How could anyone stop lusting for Grape-Nuts? Accordingly, advertisingbudgets were cut to weather the storm.As the managers of Post reclined in their rawhide chairs, bracing for a sloweconomy, a hungry tiger lurked in the shadows. That tiger was the KelloggCompany. Their mascot, Tony the Tiger, had not yet appeared, but his insatiablespirit was already born.While Post retreated, Kellogg doubled their ad spend.3 In 1933 their campaignsintroduced slogans like “Snap! Crackle! Pop!”4 and “You’ll feel bet
From the Publisher
The hottest trend spotter in North America reveals powerful strategies for thriving in any economic climate.
Did you know that Hewlett?Packard, Disney, Hyatt, MTV, CNN, Microsoft, Burger King, and GE all started during periods of economic recession? Periods of uncertainty fuel tremendous opportunity, but the deck gets reshuffled and the rules of the game get changed. EXPLOITING CHAOS is the ultimate business survival guide for all those looking to change the world. Topics include: SPARKING A REVOLUTION, TREND: HUNTING, ADAPTIVE INNOVATION and INFECTIOUS MESSAGING.
About the Author
Jeremy Gutsche, MBA, CFA, is the founder of the world's largest trend – spotting network, trendhunter.com, which attracts more than 7 million views each month. He delivers as many as a dozen keynote speeches per month and frequently serves as an expert source in media venues ranging from The Economist and the Financial Times to Entertainment Tonight and MTV.