- How to use fringe ideas to create mass markets -

Authors: Watts Wacker and Ryan Mathews

Rating: 3/5

Back Cover Snippet: ‘… Don’t be afraid of deviants. They just may save your business. …’

Comments:

The authors write like fanboys of cool fringe deviants, but maybe aren’t fringe enough themselves. Sort of like a sports fan writing a sports book compared to a retired coach/player writing a sports book.  It’s OK… but not great.Also more than a few times it feels like top level consultants promoting/recruiting their own companies to come save yours. Like the book is over-talkative and wordy… maybe like a sales-pitch.

There are a some OK points throughout the book, but nothing great enough to justify the entire reading. If the book was newer they could have at least talked about the iPod and maybe Facebook/Twitter as examples .

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