Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It Review

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Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It ReviewAnd incase you are unsure about your decision to read the book after you have paid $27.95 for it, there are two pages worth of "praise for sticky marketing", quoting various CEOs and Professors of businesses and schools you have probably never heard of.
Leboff provides a structured, organized argument calling for a paradigm shift within Marketing: customers have changed, communication has changed, and therefore, marketing must change. His approach and anecdotal examples give his arguments substance, while providing a nice historical context of why this shift is necessary. "Ask not what your Marketing can do for you, but what your Marketing can do for your customer(51)" is theme of his overall advice.
Leboff offers a "Problem Map" template; a mechanism for understanding you product or service through the eyes of a customer (Leboff 63)". I realize that much of the methodology in marketing is qualitative, making evaluation methods such as the Problem Map inherently subjective in nature. However, this leaves responses non-standardized, very open-ended, and still from the company's perspective, perhaps negating it's purpose.
In utilizing the Problem Map exercise, businesses are to identify four problems that their customers "might have". Leboff explains the method; "You start by filling out a Problem Map by considering four headline problems your potential customers may have, which you know you can solve (Leboff 60)". Which you know you can solve? This right here is a fallacy. What good is it to ask a question you already know the answer to?
He goes on to say, "This is not about you, it is an exercise focused solely on your customer. If forces you to put yourself in your customer's shoes"(Leboff 60). While this is an effective exercise to try and have more of a consumer-oriented mindset, it is still our perception of our customers' problems, not actually problems our customers have.
This book was a quick read, while it didn't offer any groundbreaking observations, it was worthwhile.
Sticky Marketing: Why Everything in Marketing Has Changed and What to Do about It Overview

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