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The Right It
- Why So Many Ideas Fail and How to Make Sure Yours Succeed
- Narrated by: Roger Wayne
- Length: 6 hrs and 25 mins
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Publisher's summary
The law of market failure: Most new products will fail in the market, even if competently executed.
Using his experience at Google, his remarkable success as an entrepreneur and consultant, and insights from his lectures at Stanford University and Google, Alberto Savoia’s The Right It offers an unparalleled approach to beating the beast that is market failure.
Millions of people around the world are working hard to bring to life new ideas. Some of these ideas will turn out to be stunning successes that will have a major impact on our world and our culture: the next Google, the next Polio vaccine, the next Harry Potter, the next Red Cross, the next Ford Mustang. Others will be smaller, more personal but no less meaningful, successes: a little restaurant that becomes a neighborhood favorite, a biography that does not make the best-seller list but tells an important story, a local nonprofit to care for abandoned pets.
At this very same moment, another group of people is working equally hard to develop new ideas that, when launched, will fail. Some of them will fail spectacularly and publicly: like New Coke, the movie John Carter, or the Ford Edsel. Others will be smaller, more private, but no less painful failures: a home-based business that never takes off, a children’s book that neither publishers nor children have any interest in, a charity for a cause about which too few people care enough.
If you are currently working to develop a new idea, whether on your own or as part of a team, which group are you in? Most people believe they either are, or will be, in the first group - the group whose ideas will be successful. All they have to do is work hard and execute well. Unfortunately, we know that this cannot be the case.
The law of market failure tells us that up to 90 percent of most new products, services, businesses, and initiatives will fail soon after they are launched - regardless of how promising they sound, how much we commit to them, or how well we execute them. This is a hard fact to accept. We believe other people fail because they don’t know what they are doing. Somehow, we believe this does not apply to us and to our idea - especially if we’ve experienced victories in the past.
Filled with detailed case studies, a lesson on creating your own hard data, a strategy for market engagement, and an introduction to the concept of a pretotype (not a prototype), The Right It is a groundbreaking, entertaining, and highly practical audiobook that delivers a proven formula for turning ideas, products, services, and businesses into successful endeavors.
As Alberto writes, “make sure you are building The Right It before you build It right”.
Supplemental enhancement PDF accompanies the audiobook.
PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.
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Whether you’re new to marketing or a seasoned pro, this book gives you a crystal-clear road map to grow your business, make more money, maximize your impact in your market, and love what you’re doing while you’re doing it. Author Brian Kurtz takes you inside the craft to help you use all the tools at your disposal - from the intricate relationship between lists, offers, and copy, to continuity and creating lifetime value, to the critical importance of multichannel marketing and more - so you can succeed wildly, exceed all your expectations, and overdeliver every time.
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1 of the best books on marketing - highly recommended
- By Patrick J. Stiles on 12-13-19
By: Brian Kurtz
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I'm Afraid Debbie From Marketing Has Left for the Day
- How to Use Behavioural Design to Create Change in the Real World
- By: Morten Münster
- Narrated by: David Bateson
- Length: 9 hrs and 27 mins
- Unabridged
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With more than 50,000 copies sold in Denmark, this book has been on the bestseller list since its publication in 2017. Barack Obama used a secret competitive advantage to win two elections. Companies such as Google, Amazon and Novo Nordisk use the same insight to stir up innovation, increase compliance, improve the work environment and sell more products. And successful management groups in the C20 index have started using it as their preferred strategy. But what kind of insight are we talking about here? The answer is - behavioural design.
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Great, practical summary of behaviour design
- By Elena on 06-01-21
By: Morten Münster
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Do It! Marketing
- 77 Instant-Action Ideas to Boost Sales, Maximize Profits, and Crush Your Competition
- By: David Newman
- Narrated by: David Newman
- Length: 8 hrs and 10 mins
- Unabridged
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Small business marketing doesn't have to be a mystery. It's just a series of simple decisions (and the action steps to implement those decisions) that will help you regain the clarity, confidence, and control you need to succeed. Do It! Marketing is an encouraging kick in the pants that will reignite your marketing mojo. The underlying premise is that "only action creates results."
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GOOD Book. However...
- By ala on 08-03-14
By: David Newman
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The Impact Equation
- Are You Making Things Happen or Just Making Noise?
- By: Chris Brogan, Julien Smith
- Narrated by: Chris Brogan, Julien Smith
- Length: 6 hrs and 41 mins
- Unabridged
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Three short years ago, when Chris Brogan and Julien Smith wrote their best seller, Trust Agents, being interesting and human on the Web was enough to build a significant audience. But now, everybody has a platform. The problem is that most of them are just making noise. In The Impact Equation, Brogan and Smith show that to make people truly care about what you have to say - you need more than just a good idea, trust among your audience, or a certain number of followers.
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Almost as good as Contagious
- By Bruce on 05-15-13
By: Chris Brogan, and others
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The Accidental Salesperson
- How to Take Control of Your Sales Career and Earn the Respect and Income You Deserve
- By: Chris Lytle
- Narrated by: Gregory Linington
- Length: 5 hrs and 46 mins
- Unabridged
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Not all salespeople plan on a career in sales. Often, sales chooses them and suddenly they find themselves in a profession they aren't fully prepared for. The Accidental Salesperson is the answer, providing the advice and inspiration they need to master the essentials and hit the ground running. Fully updated to reflect the changes in the marketplace, the second edition provides a much-needed roadmap anyone can use to excel in sales.
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First Day Confidence
- By Leela Vox on 01-12-19
By: Chris Lytle
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To Sell Is Human
- The Surprising Truth about Moving Others
- By: Daniel H. Pink
- Narrated by: Daniel H. Pink
- Length: 6 hrs and 6 mins
- Unabridged
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According to the U.S. Bureau of Labor Statistics, one in nine Americans works in sales. Every day more than 15 million people earn their keep by persuading someone else to make a purchase. But dig deeper and a startling truth emerges: Yes, one in nine Americans works in sales. But so do the other eight. Whether we’re employees pitching colleagues on a new idea, entrepreneurs enticing funders to invest, or parents and teachers cajoling children to study, we spend our days trying to move others.
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Lenghty book with a few solid tips on persuation
- By Gerardo A Dada on 01-21-13
By: Daniel H. Pink
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Dotcom Secrets
- By: Russell Brunson
- Narrated by: Russell Brunson
- Length: 6 hrs and 39 mins
- Unabridged
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Master the science of funnel building to grow your company online with sales funnels in this updated edition from the $100 million entrepreneur and cofounder of the software company ClickFunnels.
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Lots of good information BUT!
- By Verified Amazon Customer on 12-27-21
By: Russell Brunson
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Choose
- The Single Most Important Decision Before Starting Your Business
- By: Ryan Levesque
- Narrated by: Ryan Levesque
- Length: 4 hrs and 32 mins
- Unabridged
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What type of business should you start? For the past 10 years, Inc. 500 CEO and number-one national best-selling author, Ryan Levesque - featured for his work in the Wall Street Journal, USA Today, Forbes, and Entrepreneur - has guided thousands of entrepreneurs through the journey of answering this question. One of the biggest reasons why so many new businesses fail is because in the quest to decide what business to start, most of the conventional wisdom is wrong.
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Powerful Framework - Wish it was written sooner!
- By Audible 'Reader' on 05-02-19
By: Ryan Levesque
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What Customers Crave
- How to Create Relevant and Memorable Experiences at Every Touchpoint
- By: Nicholas J. Webb
- Narrated by: James Foster
- Length: 7 hrs and 1 min
- Unabridged
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The best companies in the world discover what their customers desire - and then deliver it in memorable and deeply human experiences. How well do you know your customers? What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations, and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you're well on your way to success
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Must read if you are looking for a way to improve your business
- By Anonymous User on 05-06-20
By: Nicholas J. Webb
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The Plateau Effect
- Getting From Stuck to Success
- By: Bob Sullivan, Hugh Thompson
- Narrated by: Don Hagen
- Length: 9 hrs and 3 mins
- Unabridged
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The Plateau Effect is a powerful law of nature that affects everyone. Learn to identify plateaus and break through any stagnancy in your life - from diet and exercise, to work, to relationships. The Plateau Effect shows how athletes, scientists, therapists, companies, and musicians around the world are learning to break through their plateau - to turn off the forces that cause people to “get used to” things - and turn on human potential and happiness in ways that seemed impossible.
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Heath
- By Oliver Nielsen on 07-22-13
By: Bob Sullivan, and others
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Inbound Selling
- How to Change the Way You Sell to Match How People Buy
- By: Brian Signorelli
- Narrated by: Kevin Stillwell
- Length: 7 hrs and 14 mins
- Unabridged
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Over the past decade, Inbound Marketing has changed the way companies earn buyers’ trust and build their brands - through meaningful, helpful content. But with that change comes unprecedented access to information in a few quick keystrokes. Enter the age of the empowered buyer, one who no longer has to rely on a sales rep to research their challenges or learn more about how a company’s offering might fit their needs. Now, with more than 60 percent of purchasing decisions made in the absence of a sales rep, the role of the rep itself has been called into question.
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Should be titled sales and sales management 101
- By James on 12-11-23
By: Brian Signorelli
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The Intelligent Entrepreneur
- By: Bill Murphy Jr.
- Narrated by: Fred Berman, L. J. Ganser
- Length: 12 hrs and 35 mins
- Unabridged
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In 1998, three Harvard Business School graduates - two men and one woman - turned down six-figure salaries at big corporations, bet on themselves, and launched their own new companies. By their 10-year reunion, their audacity had paid huge dividends. They'd made many millions of dollars, created hundreds of jobs and left their mark on the world. The Intelligent Entrepreneur tells the compelling and instructive story of how these three young founders did it.
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Terrible waste $ and a lot of time
- By David on 01-23-11
By: Bill Murphy Jr.
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The title is confusing. Great content inside.
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Nothing in there about Web/Mobile startups.
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What listeners say about The Right It
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- Neil Bee
- 04-08-19
Wish I knew about this concept 2 years ago.
While it’s not too late for our concept, it would have provided a scientific method of acquiring our “Your Own Data” (YODA).
Since we’ve had a few false starts, I can now classify most of those as YODA.
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2 people found this helpful
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- Bogdan Veliscu
- 06-16-23
You can validate ideas without spending a fortune
found it incredibly insightful, especially the concept of pretotyping as I started my journey in the product management
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1 person found this helpful
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- Manoj Pun
- 08-18-21
Must read
I throughly enjoyed the book. This is full of quality gems. I am getting a physical copy and will listen the book again to make notes. Thank you Alberto, thank you so much. You’ve helped me avoid a big pitfall
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1 person found this helpful
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- Edward D. Miller
- 04-14-21
Actionable insights!
Very good book. Lots of detail and actionable insights. Definitely a book I’ll recommend to friends looking to start a business. Wish I had found this book years ago.
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1 person found this helpful
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- Peter
- 09-22-23
Fantastic, Inspiring very well written
One of the best books I’ve listen, if you are into innovation this is a must!
Really inspiring book 👍🏼👍🏼
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- Amazon Customer
- 04-06-19
A bit too long and repetitive
A bit too long, doesn’t offer much more over 1 hour lecture author gave at Stamford
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1 person found this helpful
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- Jonas
- 01-16-21
Practical advice and defines common language
I’m an entrepreneur from the engineering world who have had a hard time to clarify marked potential before building a product. This book gives some clear advice on this AND I will recommend his YouTube channel as Alberto has some amazing and engaging videos. After reading the book I saw his videos on YouTube and it was great complementary content. 5/5
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1 person found this helpful
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- Nicholas Ashton
- 05-15-23
Awesome short book
I love the healthy skepticism of quite obviously flawed market norms. I work in medical devices, the type of market prototyping (prototyping) he describes here is more difficult in my field for ethical and legal reasons, but not impossible. These thoughts have got me thinking and altered the way I engage market research. I recommend this to everyone, but especially the engineers who need to be able to work with and engage their marketing department.
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1 person found this helpful
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- Audrey
- 03-13-24
Great listen !
Really got caught up in the ideas presented. Really simple - yet so effective. It’s a must listen if you ever think you have an idea !!!
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- Eduards
- 05-18-19
Great story and great audio narration
I love the Roger Wayne narrations and it came in great symbiose with Alberto Savoia story. The audiobook was really fun, engaging and uncovering great knowledge!
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2 people found this helpful