Survive, Exploit, Disrupt: Action Guidelines for Marketing in a Recession
By Peter Steidl
Publisher: Wiley & Sons
The first book in Mindshare's new Strategy.Applied
publication series deals with recession strategies.
During a recession too much time can be spent trying to guess what impact the recession might have and constantly updating plans and projections. Too little time is spent exploring the strategic options open to companies operating in such an unpredictable, rapidly changing, hostile environment.
The first rule is not to succumb to stress. There may not be anything we can do to stop a recession, but we have plenty of choices when it comes to our response.
The whole process starts with a clear goal: Is the best we can do to aim for survival? Or do we have the capabilities and resources to identify and exploit some of the opportunities a rapidly changing environment always brings? Or is this a period of change and upheaval in fact the right environment to reinvent ourselves by pursuing disruptive marketing strategies?
This book explores the drivers of change during a recession, helps companies identify whether they should adopt a Survivor, Exploiter, or Disrupter strategy, and arms them with the methodologies, tools and concepts that give them the best chance of realizing it.
A recession turns marketing convention on its head: flexibility beats scale, speed beats planning cycles, intuition beats expert strategy. If we all move from paralysis and analysis to a clear focus and decisive action we can collectively lessen the impact of this recession and emerge as stronger, more focused, flexible and successful companies. If this sounds interesting, get a copy of the book.About the author
Dr Peter Steidl is Partner, Business Planning with Mindshare Australia and serves on the Board of the Institute for Multi-sensor Processing & Content Analysis, Curtin University. While we live in a world of specialization, Peter sees himself as a generalist who places importance on collecting varied experiences rather than just doing more of the same. He is known for his ability to make sense of the bigger picture and apply that to identifying practical solutions. He has lived as a consultant in the UK, Germany and Australia and has carried out assignments in more than 15 countries on four continents. He counts some 350 Fortune Global 500 companies - including several in the top 100 - amongst his clients.