What I’ve Learned
1. Invest in developing remarkable products, not in mass advertising, as the potential customers are either too busy or too saturated to pay attention.
2. Target people with discriminating taste and enthusiasm to seek out and spread unique, extraordinary products. They are called “otaku” in Japanese. Not all customers are equal in this case. Otaku are the best, because they not only buy the product but also provide free and effective marketing.
3. Develop a niche market. Design and develop products based on the needs and the wants of the customers, especially those of the otaku.
What I Dislike
The case studies are not well organized to support the take home lessons. Some of the case studies are too glib. It’s not entirely clear or convincing what makes the products unique and why they sell. I can fully appreciate the Starbucks phenomenon, because I already read Howard Schultz’s book “Pour Your Heart Into It” . However, for many of the other case studies, I don’t have sufficient background knowledge and therefore don’t “get it”. I suspect an average reader would have the same problem.
“Pour Your Heart Into It” is one of the best business books I’ve ever read. Everything a business should be. I highly recommend it.