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Gerardo

Businessman, Technologist, Marketer. Loves to learn and enjoys books. Mostly nonfiction plus historic novels.

Austin, TX, United States | Member Since 2011

42
HELPFUL VOTES
  • 34 reviews
  • 42 ratings
  • 114 titles in library
  • 19 purchased in 2014
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22

  • Marketing 3.0: From Products to Customers to the Human Spirit

    • UNABRIDGED (4 hrs and 41 mins)
    • By Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
    • Narrated By Kent Cassella
    Overall
    (12)
    Performance
    (9)
    Story
    (9)

    The new model for marketing - Marketing 3.0 - treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler explains why the future of marketing lies in creating products, services, and company cultures that inspire, include, and reflect the values of target customers.

    V. Ivashchuk says: "Marketing 3.0 is about CSR"
    "What a disappointment"
    Overall
    Performance
    Story

    I am (was?) a big fan of Philip Kotler. His book on marketing is like the textbook of what marketing is all about.

    With this book, it really feels like the authors were looking too hard at coming up with the next big idea. They wanted to be visionaries and wrote a book about an upcoming trend.

    It looks like they were wrong. No only are they far off, but the audiobook is terribly executed. The buzzword 'Marketing 3.0' is repeated so many times it becomes annoying after the first 5 minutes.

    Well, I guess there was a chance their prediction could have been accurate and this book would have been a home run. Unfortunately it did not work out for the authors.

    There are plenty other good marketing books. Don't get distracted, or worse, misguided, by this audiobooks definition of what is next in marketing

    0 of 1 people found this review helpful
  • Buying Customers: Revolutionary New Rules for You to Get More Customers with Far Less Money

    • UNABRIDGED (5 hrs and 33 mins)
    • By Bradley J. Sugars
    • Narrated By Jaime Andrade
    Overall
    (6)
    Performance
    (6)
    Story
    (6)

    What if you were guaranteed that every new customer buying from you would spend the next five years buying more products at ever higher price points? Or you were certain every dollar spent on your advertising would return extra dollars to you down the road? Or you could finally look at your marketing efforts as investments, rather than expenses? Now, you can...by following the proven strategies and techniques for buying customers outlined here for the first time by Action COACH Founder and Chairman, Brad Sugars.

    Gerardo says: "Excellent Marketing Guide for Business Owners"
    "Excellent Marketing Guide for Business Owners"
    Overall
    Performance
    Story

    If you are an experienced marketer, this book is not for you. The concepts described in this book are what I would expect any good marketer to dominate: Lifetime Customer Value, conversion rates, testimonials, etc. So I did not learn much (if anything) from this book.

    However, if you are a business owner and don't have a marketer on staff, this book does a pretty good job at explaining the basics of marketing in a very clear and practical way. Any business owner should be apple to apply lessons in this book to improve his or her business and do a better job in buying customers, therefore growing his or her company.


    0 of 0 people found this review helpful
  • The Book on Content: Using Words to Attract Clients

    • UNABRIDGED (53 mins)
    • By Jen Miller
    • Narrated By Jen Miller
    • Whispersync for Voice-ready
    Overall
    (3)
    Performance
    (3)
    Story
    (3)

    As a seasoned content creator, Jen Miller, owner of NeedSomeoneToBlog.com, shares the secrets to building community and client engagement on your website...A one-stop source for the basics on blogging and website content creation, The Book on Content: Using Words to Attract Clients, teaches exactly that!

    Gerardo says: "The very basics of blogging"
    "The very basics of blogging"
    Overall
    Performance
    Story

    This is a short audio book, which is not a bad thing in itself. There are, however, some key problems with this title:
    - This is not a book about content, it is a book about blogging
    - It feels like an advertorial for the author's company and her services
    - The information is very basic and could be helpful for a business who is just getting started with blogging
    - There are many instances like this one: the author talks about the importance of storytelling yet there are no stories in her book.

    This book should have been called "Blogging essentials for businesses" that would earn it another star maybe.

    0 of 0 people found this review helpful
  • Triggers That Cause Buyers to Open Their Wallets: Extreme Psychological Buying Triggers and More - Advice & How To (Volume 1)

    • UNABRIDGED (1 hr and 38 mins)
    • By Dr Leland Dee Benton
    • Narrated By Larry Terpening
    Overall
    (2)
    Performance
    (2)
    Story
    (2)

    As a behavioral scientist for over 3-decades, my job as a research scientist is to study the human mind in all kinds of situations and conditions. As in nature, the human mind seeks balance. Balance within the human body or physiologically is called homeostasis. Balance with the human mind is called sanity. Mind research scientists have long sought the reasons behind the mind's ability to create success as well as turn on itself and create failure.

    Gerardo says: "Don't waste your money or your time"
    "Don't waste your money or your time"
    Overall
    Performance
    Story

    I feel bad for the author of this book but I have to be honest: This book failed on all marks.

    Look - there are some good ideas in there. I agree with some of the points Dr. Benton makes, they are interesting psychological elements that can help sales or marketing. But there are many problems:
    - The narration is in a tone of voice that could put anyone to sleep
    - There is no story or explanation of anything. Just sentence after sentence of statements (some good, some bad) with no examples, no explanation, not enough detail to make s good point.
    - Some of the statements are terrible, like the definition of branding. Or even worse, the idea that adding a lot of features is the way to sell your customers into your products "a product copy with 20 features is much more effective than one with 10". Customers today don't have time to read 20 features, it is much better to have one key feature that differentiates you than 20 little ones. Any salesperson or marketer knows that
    - Following the advice in this book on writing advertising copy will make you a used-car salesman marketer: "Add adjectives and superlatives"

    I skipped the second half of this book and moved to my next audiobook. If you are interested in this topic get a book from Paco Underhill or Predictably Irrational from Dan Ariely.

    0 of 0 people found this review helpful
  • Lying

    • UNABRIDGED (1 hr and 15 mins)
    • By Sam Harris
    • Narrated By Sam Harris
    • Whispersync for Voice-ready
    Overall
    (501)
    Performance
    (444)
    Story
    (436)

    As it was in Anna Karenina, Madame Bovary, and Othello, so it is in life. Most forms of private vice and public evil are kindled and sustained by lies. Acts of adultery and other personal betrayals, financial fraud, government corruption - even murder and genocide - generally require an additional moral defect: a willingness to lie. In Lying, bestselling author and neuroscientist Sam Harris argues that we can radically simplify our lives and improve society by merely telling the truth in situations where others often lie.

    Douglas says: ""Telling The Truth..."
    "Short Audiobook but worth reading"
    Overall
    Performance
    Story

    I appreciate when an author keep things short and to the point. No need to add fluff to meet a multi-hour audiobook length. A book that communicates an idea effectively in an hour is 4 times better than one that does the same in four. This is one of those.

    The central idea of this book is very simple. Always tell the truth. Always. no white lies, no incomplete truths. It is a great principle to live by. You will sleep better and have a better conscience.

    It may be hard to pull off, but that's why this book is so cool: it challenges our assumptions and pushes us to new levels of honesty.

    0 of 0 people found this review helpful
  • The Pumpkin Plan: A Simple Strategy to Grow a Remarkable Business in Any Field

    • UNABRIDGED (6 hrs and 5 mins)
    • By Mike Michalowicz
    • Narrated By Mike Michalowicz
    • Whispersync for Voice-ready
    Overall
    (189)
    Performance
    (166)
    Story
    (166)

    After reading an article about a local farmer who had dedicated his life to growing giant pump­kins, Michalowicz realized the same process could apply to growing a business. He tested the Pumpkin Plan on his own company and transformed it into a remarkable, multimillion-dollar industry leader. First he did it for himself. Then for others. And now you.

    S. Hansen says: "This one made my top 3 books on business!"
    "Entrepreneurs & independent profesionals MUST read"
    Overall
    Performance
    Story

    I purchased this audiobook hoping to learn about growth strategies to apply in the context of a medium or large company. My mistake was not reading the reviews or listening to the sample, this is not at all what this book is at all.

    The book is a guide on the key challenge most independent professionals, consultant and entrepreneurs face: they work too hard, pursue every opportunity, and chase every client. After years of grinding, there seems to be no end or no major break in sight.

    This book hit home because it is based on very sound marketing principle: focus and differentiation. Becoming a specialist, focusing on a niche market is the single best strategy for success in a competitive market and to escape a price war.

    I have seen this strategy work many times in real world. I have seen companies grow successful following this strategy and I have seen companies, entrepreneurs and individuals struggle year after year when they don't have a focused strategy.

    I liked this book so much I gave it as a gift to a good friend who is an awesome, super creative, super hard working independent professional who has not seen the success he deserves. I hope this book helps him and helps you.

    0 of 0 people found this review helpful
  • The Invisible Gorilla: And Other Ways Our Intuitions Deceive Us

    • UNABRIDGED (9 hrs and 20 mins)
    • By Christopher Chabris, Daniel Simons
    • Narrated By Dan Woren
    • Whispersync for Voice-ready
    Overall
    (722)
    Performance
    (263)
    Story
    (262)

    Reading this book will make you less sure of yourself - and thats a good thing. In The Invisible Gorilla, Christopher Chabris and Daniel Simons, creators of one of psychology's most famous experiments, use remarkable stories and counterintuitive scientific findings to demonstrate an important truth: Our minds dont work the way we think they do. We think we see ourselves and the world as they really are, but were actually missing a whole lot.

    Joseph says: "Great Overview over Hygiene of Perception"
    "Interesting but not very practical"
    Overall
    Performance
    Story

    This is a very interesting audiobook that explains four key misconceptions in human psychology: for example, the myth of attention, demonstrated by the gorilla experiment.

    It is well written and narrated. It is engaging and interesting. But it gets a bit boring to spend so much time of=n four key ideas. Especially because of the limited practical value of these. The author fails to connect the science with practical value.

    A good example of an author who has done this is Dan Ariely with Predictably Irrational, and Daniel Pink. Their books are very useful for anyone in marketing or sales. This book is good food for your intellectual curiosity, but not much else.

    0 of 0 people found this review helpful
  • Titan: The Life of John D. Rockefeller, Sr.

    • UNABRIDGED (35 hrs and 3 mins)
    • By Ron Chernow
    • Narrated By Grover Gardner
    • Whispersync for Voice-ready
    Overall
    (91)
    Performance
    (83)
    Story
    (84)

    Titan is the first full-length biography based on unrestricted access to Rockefeller’s exceptionally rich trove of papers. A landmark publication full of startling revelations, the book indelibly alters our image of this most enigmatic capitalist. Born the son of a flamboyant, bigamous snake-oil salesman and a pious, straitlaced mother, Rockefeller rose from rustic origins to become the world’s richest man by creating America’s most powerful and feared monopoly, Standard Oil. Branded "the Octopus" by legions of muckrakers, the trust refined and marketed nearly 90 percent of the oil produced in America.

    Benoibe says: "This is a Masterpiece!"
    "Long but engaging and enlightening"
    Overall
    Performance
    Story

    36 hours is quite long for an audiobook. And yes, at times it feels there are too many details on a topic that is not critical to the story. Still, the audiobook is always engaging and always interesting. I was not tempted to fast forward or skip.

    On the contrary, I really enjoyed this book. It gives a surprisingly complete view of John D. Rockefeller, his context, his life, his legacy and his challenges. The book provides life lessons, a detailed view into the state of business, trade and even the culture of the earlier 1900s as well as a comprehensive account of JDR's life, business, struggles and personal achievements.

    Worth spending 36 on it.

    0 of 0 people found this review helpful
  • Crushing the Competition: The Entrepreneur's Guide to Using Military Strategies to Outthink, Outmaneuver and Outperform the Competition

    • UNABRIDGED (1 hr and 14 mins)
    • By Omar Johnson
    • Narrated By Mysti Jording
    • Whispersync for Voice-ready
    Overall
    (2)
    Performance
    (2)
    Story
    (2)

    Make no mistake about it - business is war. The playing field, no matter what category or niche that your business is in, is crowded and filled with competitors big and small who have the ambition of not only dominating the marketplace and squeezing every dollar out of it, but also to crush you and drive you out of business, rendering you useless to the customers that you serve or wish to serve. As an entrepreneur you must of course avoid this at all costs. But in order to do so you need a blueprint and a framework for fending off your competitors and ultimately crushing them.

    Gerardo says: "Good ideas poorly narrated"
    "Good ideas poorly narrated"
    Overall
    Performance
    Story

    This is a short book with some very solid ideas at the core, but nothing that you have not heard of before if you have read a bit on the topic.

    My first problem is the narrator: too much energy, too fast. The text is a lot of ideas thrown at once. The combination makes it difficult to digest for people new to strategy - which I assume is the target audience of this book.

    Further, most of the examples used in the book are military. I don't recall any about how to apply it to business. Last, I disagree with some of the POVs in the book, such as the idea that we are all animals and it's all about winning so following rules of war makes no sense. Definitions such as the one for psychological warfare and guerrilla marketing are off. IMO.

    If you want a good book on competitive strategy get one of Guy Kawasaki's books on the topic. If the topic of warfare applied to business is interesting, then I would recommend the classic Marketing Warfare by Al Ries and Jack Trout.

    0 of 0 people found this review helpful
  • The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One

    • UNABRIDGED (3 hrs and 37 mins)
    • By Bernadette Jiwa
    • Narrated By Bernadette Jiwa
    • Whispersync for Voice-ready
    Overall
    (6)
    Performance
    (6)
    Story
    (6)

    It's not how good you are. It's how well you tell your story. Big corporations might have huge marketing and advertising budgets, but you've got a story. Your brand story isn't just what you tell people. It's what they believe about you, based on the signals your brand sends. The Fortune Cookie Principle is a brand-building framework and communication strategy consisting of 20 keys that enable you to begin telling your brand's story from the inside out.

    Gerardo says: "Lots of Insight. Recommended for Marketers"
    "Lots of Insight. Recommended for Marketers"
    Overall
    Performance
    Story

    While some parts of the book lacked a bit of meat and practical advice, I enjoyed Bernadette's book. She is the narrator, which makes the book more enjoyable, maybe because of her accent. Bernadette is clear and easy to understand for all levels of marketing skill.

    Some of the main topics and ideas found on this book are critical for marketers to understand, such as the main one, a topic I have blogged about a few times myself: people buy based on emotions. Value comes from how a product makes you feel, now only what a product is.

    I recently read the Kindle version of Differentiate, by the same author, which is also a good book. I recommend The Fortune Cookie Principle to any marketer or business owner.

    0 of 0 people found this review helpful
  • The Everything Store: Jeff Bezos and the Age of Amazon

    • UNABRIDGED (13 hrs)
    • By Brad Stone
    • Narrated By Pete Larkin
    • Whispersync for Voice-ready
    Overall
    (460)
    Performance
    (410)
    Story
    (411)

    Amazon.com started off delivering books through the mail. But its visionary founder, Jeff Bezos, wasn't content with being a bookseller. He wanted Amazon to become the everything store, offering limitless selection and seductive convenience at disruptively low prices. To do so, he developed a corporate culture of relentless ambition and secrecy that's never been cracked. Until now.

    Brock says: "An amazing company with an amazing story!"
    "Insightful and Entertaining"
    Overall
    Performance
    Story

    Like most people interested in business, I have followed Bezos and Amazon somewhat with a good level of curiosity. Having lived in Seattle, I heard stories about how it is like to work in the company. I did not have high expectations for this book.

    And yet, the story is captivating, well narrated and full of insights. At the end of the book I find myself admiring Bezos and Amazon, in spite of their defects or limitations. There is a lot to learn from this book from a business strategy perspective : his focus on long-term thinking and customer experience, for example.

    This is one of the few books that I plan to listen to again in a few years

    0 of 0 people found this review helpful

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