Synopses & Reviews
What do Howard Hughes and 50 Cent have in common, and what do they tell us about Americans and our desires? Why did Sean Connery stop wearing a toupee, and what does this tell us about American customers for any product? What one thing did the Beatles, Malcolm Gladwell and Nike all notice about Americans that helped them win us over? Which uniquely American traits may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbuck's? Why, after every other plea failed, did "Click It or Ticket" get people to buy the idea of fastening their seat belts? To paraphrase Don Draper's character on the hit show Mad Men, "What do people want?" What is the new American psyche, and how do America's shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.
"A rumination on the psychology behind our responses to advertisements from marketing expert Beckwith. With our susceptibility determined by our childhoods and culture, much of our response is unconscious. We consistently respond positively to any product that reminds us of play--the iPhone with its bright colors and fun features is a perfect example. We respond to music, to rhyming ads--'it takes a licking and keeps on ticking!'--and gravitate toward the comfort of the familiar; we like Krispy Kreme and Starbucks precisely because they are popular. Despite our continual penchant for optimism and the quest for beauty and convenience, however, we are a fickle, difficult-to-please bunch. While short on practical application, this is a fascinating meditation on the American consumer and the canny marketers in hot pursuit of customers. (Jan.)" Publishers Weekly (Copyright PWyxz LLC)
Reminiscent of Gladwell's bestsellers... an approachable primer with an upbeat tone.--Kirkus Reviews
Should not be sold as a book - it should be sold as a secret weapon. Some books are filled with theory. UNTHINIKING is filled with gems and "a-ha!" moments.--Mitch Joel, President of TwistImage and bestselling author of SIX PIXELS OF SEPARATION
Grabbed me from the first page. Harry Beckwith serves up the perfect blend of evidence, deft story-telling, and one useful (and often surprising) tidbit after another.--Dr. Robert Sutton, Stanford University Professor and author of the national bestseller, GOOD BOSS, BAD BOSS
Harry Beckwith is a man of uncommon wisdom who has gotten that way through unthinking. You can too by reading this book.
--Ty Votaw, Executive Vice President, Communications + International Affairs, PGA TOUR
Harry Beckwith's insight into the minds of consumers is compelling, engaging, and masterful.
--Tony Hsieh, CEO of Zappos.com and bestselling author of DELIVERING HAPPINESS.
What do people want? Drawing from dozens of disciplines, an acclaimed marketing expert answers this question and others with some surprising, even startling, truths and discoveries about what motivates consumers.
About the Author
Harry Beckwith heads Beckwith Partners, a marketing firm that advises twenty-three Fortune 200 clients and dozens of venture-capitalized start-ups on branding and positioning. A Phi Beta Kappa graduate of Stanford, Beckwith is an internationally acclaimed speaker. He is the bestselling authors of five books, which, collectively, have been translated into twenty-three languages.