What Were They Thinking?

by Robert M. McMath, Thom Forbes

Those ignorant of the mistakes of the past are bound to lose a lot of money.  That's why Bob McMath founded the New Products Showcase and Learning Center--a "Smithsonian for Stinkers," Business Week dubbed it.  There, executives from top corporations pay huge amounts of money to rummage through some 80,000 products gone awry.  Their to avoid the misguided, expensive, and occasionally ludicrous mistakes that trip up even top companies.

In What Were They Thinking? , McMath shows you how to avoid such mistakes, with more that eighty marketing lessons he's learned  from his long experience with clods and clunkers.  As People magazine put it "McMath knows his goods--and his uglies, too"--and here he shows you how

  Steer clear of the number one killer of new products  (page 129)

  Develop a marketing campaign based on a "Significant Point of Difference"  (page 183)

  Take advantage of eight  "Hot Buttons for Success in the Millennium"  (page 101)

  Keep out of the "Buy-This-If-You're-a-Loser School of Marketing"  (page 28)

  Combat "Corporate Alzheimer's"  (page 4)

and much more !

Genres: Business

256 pages, Paperback

First published January 15, 1998

Reviews

[Catherine · Rating 2 out of 5]

It was a light business book detailing failed products of the 70s and 80s and the marketing behind them. I enjoyed the read as it coincides with my start in advertising. While there are many relevant ideas and learnings for today, it will probably be considered by most to be outdated.

[Jim Carty · Rating 4 out of 5]

This was an interesting read, reviewing failed marketing campaigns over the last 30 years, focusing mostly on products you would find in your local supermarket. But it taught many lessons that can be applied to any product launch. Definitely worth the time to read if you are involved with marketing.

[Moe · Rating 2 out of 5]

This is the perfect book if you are trying to get some inside advice on how to make your product successful. Otherwise, the book is boring as hell. While it was interesting to read about failed products like Crystal Pepsi, but 100 more pages about stuff like that I just couldn't do. Overall, it was interesting but it didn't take long for me to get pretty bored.

[Kathleen · Rating 5 out of 5]

This is a hilarious and interesting look at failed products like Crystal Pepsi "Hot Scoop" Microwave Sundae, and "For Oily Hair Only" shampoo. Anyone interested in branding, marketing, or weird products will love this book.

[David]

from motley fool

[Gina · Rating 3 out of 5]

This was an interesting psychological look at failed ad campaigns and product launches with specific examples and lots of insight.

[Ingrid · Rating 4 out of 5]

Intriguing & fascinating look into the world of what makes some products work and others fail. Easy reading.

[Tolly · Rating 3 out of 5]

A bit long in the political part. But lots of fun stories, I like learning all the odd stuff.

[George Fischer · Rating 3 out of 5]

Fun quick read