Go-to-Market Blog

End of first full manuscript in sight

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The 3 of us are ensuring that we maintain our working rhythm every week. At this pace, the first full manuscript should be there in a couple of weeks. This is going to be a landmark for us. We know that further work will be needed but it is special to feel that we are reaching this stage.

Progess Report

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Here’s an update on our progress writing the book, “Building Routes to Customers.” We finished another chapter yesterday. That’s 11 completed and 5 to go. My motto is “a chapter a week is all we ask.” It’s a riff on the Blue Diamond Almonds ad on TV, in which one of the farmers from the Blue Diamond Growers co-op looks straight at the camera lens and says, “a can a week is all we ask.”

Just so you don’t think I’m nuts, the “can a week” ad campaign has among the highest rates of return of any ad campaign worldwide. Every dollar spent on that campaign produced 4 dollars in profit for the co-op every year between 1962 and 1995. That’s a lot of almonds. (Source: National Institute for Commodity Promotion Research and Evaluation, Department of Applied Economics and Management, Cornell University.)

If our book sells as well as Blue Diamond almonds, it would be a huge best seller. On that happy note, I’ll go back to writing the next chapter now.