Radu Haraga

The Context Marketing Revolution – How To Motivate Buyers in the Age of Infinite Media

“The Context Marketing Revolution”, the new HBR Press marketing title, looks at how the marketing should change in the brave new digital world, in order to become more:

• • effective, i.e. reach the future consumer,
  • efficient, i.e. reach ONLY the future consumers, not bother other audiences, and
  • efforts-economical, i.e. not drain the company’s coffers (and fill the FANG accounts) in the process.

Did the new HBR Press title achieve its goals? Read on to find out my views on it :).

What is true about the relatively new digital distribution channels:

1. Leaves most marketeers scratching their heads: where are the consumers hidden? What do they read today? What are they moved of?
2. Are super-fickle: what works this year will not work in the next. Period.
3. Are super-tangled with the digital actors strategies. I call this “The Big Noise” (copyright R.H. 2020). The channels themselves are banging the drums and changing the marketo-speech so much, that it becomes really hard to distinguish what really works and with is digi-hype.

What is FALSE for the new digital distribution / comm. channels:

F1. They will work for every type of product. WRONG. Nobody buys a flat or toothpaste only after watching a couple of testimonials on YouTube. Or if they do, they are a minority.Read More »“The Context Marketing Revolution – How To Motivate Buyers in the Age of Infinite Media” by Mathhew Sweezey – A HBR Press Book Essentials Review

Negotiation should be a skill everybody masters. And this is exactly the problem – everybody’s reasonably  good at it. So how are you better than a skilled crowd? “HBRs 10 Must Reads – On Negotiation” attempts to equip us better to answer these questions. The HBR magazine’s editors combed their huge library and selected 10 of their best articles on negotiation, then updated them and published them in this handbook.

Harvard Business Review Press comes in with not one, but multiple answers. The publishing house started around 2012 a new book series: “HBR’s 10 Must Reads”. Essentially these books are a “beat of” Harvard Business Review articles on a certain topic. Even better than the magazine itself – these articles are curated by some of the best business editors around.

I was always feeling sub-marginal after my major negotiations. Salary negotiations left me with a feeling I could have done more. Job changes involve a constant haggling around, usually accelerated by a binding offer. Projects end up with some parties feeling unhappy – either the customers or the suppliers. And yet all these were discussed, adjusted and agreed – so why would anyone want to revisit them? Read More »“HBRs 10 Must Reads – On Negotiation” – a HBR Press Book Review

Start-ups are changing too – the new frontier lies far beyond Silicon Valley. So how can a small Asian low-cost start-up out-mqneuver the Silicon Valley micro-cosmos? How can a small fintech from Phillipines out-innovate the major incumbents, from Apple Pay to Revolut?

“Out-innovate: How Global Entrepreneurs–from Delhi to Detroit–Are Rewriting the Rules of Silicon Valley” looks at the critical success factors. Not only do the small start-ups go at superior speeds to market, but they also:

** Go faster on a global market scale,

** Create superior offerings for the bottom of the pyramid,

** Cost the investors much less and

** Stay lean and hungry.

The author Alexandre Lazarow is no stranger to these non-incumbent start-ups. As a venture capitalist himself, he has travelled around the globe and met start-ups on four continents. Read More »“Out-Innovate – How Global Entrepreneurs from Delhi to Detroit Are Rewriting the Rules of Silicon Valley” by Alexandre Lazarow – a HBR Press Book Review

Mindfulness lessons from doitinvest.com

The HBR’s Emotional Intelligence series reached an apex with its “Mindfulness” handbook. Despite its reputation, mindfulness does not come natural. We are all mindful of certain things – it comes with our human nature. However, you can never be enough mindful – mindfulness is a skill that can and should be learned.

The Harvard Business Review Press has come with a new concentrated series dedicated to our human side in organizations. “Emotional Intelligence – Mindfulness” takes a look at the wealth of articles published on HBR.org on an ever-escaping topic – how can we humans become more sensitive and efficient in the same time?

Maria Gonzalez defines very nicely mindfulness as “being present and aware, moment by moment, regardless of circumstances.” Such a steady awareness state-of-mind is difficult to reach and distinguishes the owners from the pack.

Mindful people exhibit:

• Superior data analytical skills (mindful people see details not apparent to others),

• inner peace with their limitations,

• better balance between work and life activities 

• …and quite a few other features.Read More »“Emotional Intelligence – Mindfulness”, a HBR Press Handbook Reviewed by Doitinvest.com

Competing in the Age of AI – book essentials from doitinvest.com

AI is making its way into the business world. Even more, machine learning became a discussion topic in most of the he companies boards. It is not anymore about the promises of automating business processes and eliminating redundancies – the new priorities focus on not being left behind as a company, in over-crowded markets.

In their 2020 book “Competing in the Age of AI: Strategy and Leadership When Algorithms and Networks Run the World”, the Harvard faculty professors Marco Iansiti and Karim R. Lakhani turn the AI paradigm around. To paraphrase Kennedy, Iansiti and Lakhani invites you to reflect NOT on what AI can do for your company, but what YOU can do to leverage it. In other words, their starting point looks at how AI centric organizations operate and what the non-centric on AI counterparts should observe.  This is really interesting, since in most strategy books the authors draw a picture on how we can evolve towards AI  -i.e. starting from a current, pre-industrial computing status. @Competing in the Age of AI“ attempts to go around this and starts high – what would you do if you want to leapfrog ahead and go head to head with the best-in-class AI organizations?

According to the authors, AI processes have several advantages which should be leveraged:

* Are vastly more scalable than traditional processes, especially in the service industries,Read More »„Competing in the Age of AI: Strategy and Leadership When Algorithms and Networks Run the World” by Marco Iansiti and Kharim R. Lakhani, a Book Review