''Copy, Copy, Copy: How to do smarter marketing by using other people’s ideas'' is the insightful new book reveals why and how we should stand of the shoulders of giants in our novelty-obsessed culture, copying is something that almost always has negative associations, yet history proves that an ability to do it well has been the basis of success for many people - from Isaac Newton to Steve Jobs, Elvis Presley to Tsar Peter the Great - with each building upon the efforts and ideas of others.
So how can businesses and individuals learn to copy well (as opposed to merely replicating - Single White Female Copying, if you like). Help is at hand from an exciting new book, Copy, Copy, Copy which challenges the stigma behind copying and reveals why it is ok to copy and exactly how we should do it.
''Copy, Copy, Copy'' is the 4th book from award-winning author, Mark Earls, whose best-selling HERD was described by the Guardian as being "like Malcolm Gladwell on speed". Whilst this revealed fascinating insights into consumer behaviour, Copy, Copy, Copy goes a step further, providing specific recommendations to help marketing and management professionals navigate challenges like how to innovate, improve and influence, and this practical approach is already winning plaudits from renowned business leaders:
"Copy, Copy, Copy is a must must read - it's a brilliantly presented "how-to" guide for people who really want to change things" Mary Portas, retail and fashion guru.
"His message of copying one's way to greatness is entertaining, counter-intuitive and fun" David Abraham, CEO of Channel 4.
"Jammed with great case studies and 52 actionable strategies" Stephen Maher, Chairman of The Marketing Society.
Presented in an eye-catching and visually engaging format, ''Copy, Copy, Copy'' not only provides frameworks and models for business leaders to follow, but also real life examples that a wider audience will find entertaining and thought-provoking. It challenges readers with interesting ideas, such as:
- The conflicting ideas we have about originality, copying, deception and identity
- Why errors and variations are actually good for business and how to make more error
- How to identify the problems you're dealing with, and what to copy to solve them
- 52 different kinds of strategy to copy, borrow or steal for yourself (as the Foreword from Unilever's Walter Susini encourages you to do)
- How to apply copying strategies to very real world problems from product launches and behaviour change to rioting.
Mark Earls is one of marketing's leading authorities on consumer behaviour and behavioural change. His last two books, ''HERD'' and ''I'll Have What She's Having'' (with Professors Alex Bentley and Mike O'Brien), made an impact well beyond the realms of business and marketing, influencing leaders in fields such as the security services and the political classes both in the UK and abroad. Mark is a highly sought-after speaker and has worked independently with leading organisations such as Channel 4, Royal Mail, Unilever, Experian, Sony Electronics and the UK Department of Health.