Run with Foxes: Make Better Marketing Decisions

by Paul Dervan

Paul Dervan has spent 20 years in marketing, working for high-profile brands, creating new ones and helping to rescue those that have got in trouble. He was also given the unique opportunity to build a marketing lab where he undertook hundreds of experiments to see what really worked – and what didn’t. He’s been up close with some of the world’s finest marketers, and seen both successes and failures – sometimes on a colossal scale.Run With Foxes is a blistering, must-read collection of real-life stories from this fascinating world, revealing the messy reality of decision-making in marketing and the secrets of making better decisions. The fact is, most marketing lessons that get shared come from successful campaigns; marketers are too afraid to be honest about mistakes. But everyone makes mistakes in and there are hugely valuable and unique lessons to be learned from taking a closer look at failures big and small.Breaking open marketing triumphs and disasters with brutal honesty, as well as sharing exclusive first-hand interviews with some of the world’s most respected marketers, this is the ultimate insider’s guide to being a better marketer.

Genres: Social Media

191 pages, Kindle Edition

Published April 7, 2020

Reviews

[Greg · Rating 2 out of 5]

Almost a total waste of time. Half of the lessons are basically "this idea might be wrong but it might not be." Often becomes a meditation on failure with no solutions. Dud of an ending.

[Nate Lorenzen · Rating 4 out of 5]

If you find yourself working at a platform and need to understand how clients are thinking about advertising, this is a great primer. If you are new to marketing this also has a great amount of insights to explore further.

My largest and accessible takeaway is the switch from brand awareness to brand salience.

The reason for the 4 star review versus a 5 star was a lack of conclusion and/or a cohesive system. It would be great to organize the “43 Fox Lessons” into categories, checklist or system.

Even supplying an easy to download PDF on the website would be a big help.

[Guy · Rating 4 out of 5]

I'd been looking for a good 'marketing' book for a while and I'm very glad I settled on this one. A pleasant and engaging read.

If you're new to marketing, you can learn a lot, and quickly, from Paul's successes (and failures..!). He also highlights a number of key books and authors worth exploring along his way.

If you're an experienced marketer, you'll appreciate Paul's honesty and his book could help remind you of some important concepts that you may have 'lost' along your way.

The final lesson is a particularly great one and doesn't just apply to marketing - don't be afraid to change your mind, or 'upgrade' your ideas, when you are challenged.

[Elliott · Rating 4 out of 5]

Zero fluff. Just non-stop useful marketing insights from a seasoned veteran in a well-written, easy to digest format. The only reason I gave the book 4/5 stars (instead of 5/5) is because it's a compilation of insights grounded in other sources, rather than a novel contribution to the world of marketing, and I was familiar with many of the insights. Perfect for a refresher however!

[Fatima B · Rating 3 out of 5]

I liked how it teaches marketing lessons through story based learning, it taught me alot but it isn’t a book for marketing amateurs. There are some concepts that I haven’t known before like certain measuring metrics.

[Louise · Rating 4 out of 5]

It's chatty, an easy read but deceptively packed with great insights for practitioners in the marketing industry.

[Hussein Ghalib · Rating 3 out of 5]

كتاب يحتوي على مجموعة نصائح تسويقية، بالغالب الكتاب للمبتدئين حتى يفهموا طبيعة سير الحملات الإعلانية لتحصل بمجال عملهم او المجالات الثانية.

[Matthijs Roumen · Rating 5 out of 5]

Heerlijk reclameboek uit de pen van de marketeer van de UK Lotto. Met goede anekdotes en verwijzingen naar theorie. Aanrader voor iedere marketeer en reclameprofessional.

[Ciara · Rating 5 out of 5]

The marketing book I wish all my clients would read.