Metrics that Determine Success 

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by Scott Degraffenreid

Reaching customers through traditional advertising becomes more challenging and expensive every year.  This book explains clearly and convincingly why and most importantly exactly what you can do about it.  The phrase "People are the new media" is not just an empty quote.  The author shows how to turn it into a manifesto for explosive and sustainable business growth using only word-of-mouth marketing.

 

This book rigorously explores the ever-present and most basic concept of marketing, “word-of-mouth” (a.k.a. referral, viral) from the perspective of the new and fascinating science of Social Network Analysis.

The book begins by covering in intriguing detail why conventional media marketing is losing traction everywhere and why, in fact, “people are the new media.” The sections that follow clearly and convincingly expose the one simple reason that accounts for the vast majority of all referrals, but more importantly, how people form the mental models that define that behavioral imperative.

 

An insightful section describing the specifics of how to exploit that model for nearly any product or service includes a staggeringly simple but effective assessment strategy. It is the kind of head slapping, “Aha!! So THAT’S it!” revelation that will leave every business owner or executive momentarily breathless as they realize what they have been missing. “Embracing the N.U.D.E Model” is replete with examples and steps that make this one of the more actionable business books in many years. It also includes easy-to-follow worksheets that make these invaluable ideas a no-brainer to begin implementing instantly.

 

The author’s self-effacing style actually appears completely genuine. Despite years of phenomenal consulting successes he refers to himself as basically, “…just a big, hairy pattern recognition machine”. This is definitely one pattern you will want to tell all your friends about.