📗 Libro en inglés THE HERO TRAP

Most companies today are firmly on the social and environmental issues bandwagon like bees around a honey pot from plastic in oceans through to diversity As a result people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more Try to fly like a superman and you will come down like a tin of soup Market economists have long told us that we re driven only by money and status but the inherent human truth that cuts across age culture and gender uncovers a stronger force we wish to be in charge of our own lives and our own happiness Through extensive growth and affinity research world renowned purpose pioneer Thomas Kolster uncovers a simple answer that is key to driving marketing growth in the 21st century if you put people in control of the marketing mix from products to promotion they can grow and in turn grow your organisation This book explains the meteoric rise of a company like AirBnB how a 20 something Swede Maria de la Croix built a global coffee empire like Wheelys in just a few years and how a group of friends hanging out in a bar in Melbourne created one of the largest global non profits fighting for men s health Movember and how you can empower people to do the sa