: Earls advocates for looking "far away" (at other industries or categories) to find solutions for local problems, showing how cross-pollinating ideas leads to breakthroughs.
In , author Mark Earls argues that the most efficient way to innovate is to stop obsessing over original "lightbulb moments" and instead learn how to intelligently copy existing successes. Published by John Wiley & Sons , the book serves as a workbook for marketers to apply proven behavioral strategies to their own challenges. Key Strategic Features
: Specifies the optimal marketing strategy (e.g., expertise, popularity, or salience) for that specific scenario. Copy, Copy, Copy: How to Do Smarter Marketing b...
: Plots whether a choice is informed/uninformed and independent/social.
: The core of the book is a "pattern book" containing 52 actionable marketing strategies that readers can "copy, borrow, or steal" to solve business problems faster. : Earls advocates for looking "far away" (at
: He distinguishes between "slavish" repetition (Tight Copying), which fails to innovate, and "Loose Copying," which allows for the error and variation necessary to create something better than the original.
: Earls provides three specific maps to help identify which marketing approach will be most effective based on consumer behavior: Key Strategic Features : Specifies the optimal marketing
The book is available in multiple formats for those looking to implement these strategies: How to Do Smarter Marketing by Using Other People's Ideas