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April 03, 2005

Collins Likes It

Collins is an old friend and we sure spent a bunch of year working on marketing and PR together. Really great to see that he likes this playbook stuff and also that he's got not just Bill's book, but a great new one about Starbucks under his belt

“I had the privilege to see Rich and John in action for a decade. If other marketing “experts” were introduced to the idea of an “automobile,” they would study its design and do extensive, abstract research on how it might be used. Rich and John would build a car from the design, drive the car all over the country, learn how to fix it, and get direct feedback from actual people on how it might be used. They know as much about marketing theory as anyone, but they never rest until they have drilled down to the deepest level of nuts and bolts. As a result, you don’t get theory-in-the-abstract or generalized approaches. You get specific solutions to practical marketing challenges that work where we all have to live—in the real world.”

Collins Hemingway, co-author of Business @ the Speed of Thought
with Bill Gates and co-author of Built for Growth with Arthur Rubinfeld

Posted by rich at April 3, 2005 09:12 PM

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