: Identifies the nature of the decision-making process in each quadrant.
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
: Earls provides three specific maps to help identify which marketing approach will be most effective based on consumer behavior: Copy, Copy, Copy: How to Do Smarter Marketing b...
: Specifies the optimal marketing strategy (e.g., expertise, popularity, or salience) for that specific scenario.
: 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. : Identifies the nature of the decision-making process
: Plots whether a choice is informed/uninformed and independent/social.
: The book features examples from diverse fields including the British Olympic Cycling Team, Great Ormond Street Hospital, and pop culture icons like Elvis and Shakespeare to demonstrate that "copying to greatness" is a universal human trait. Availability and Pricing Key Strategic Features : Earls provides three specific
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