The Growth Director's Secret, Andrew Brent

Growth can be the most important attribute that any business can have, and yet is commonly the least well-managed area of a business' operations. Explaining why this is, The Growth Director's Secret examines the structural/cultural factors that hold many conventionally-organized companies back. The book explores important new insights from neurological research, which reveal near-universal misunderstandings about consumer motivations, shopping behaviour and brand choice. Andy Brent shows how these flaws lead many businesses to develop bland, undifferentiated consumer propositions and wasteful commercial/marketing plans, which condemn them to year upon year of stagnant growth. The book challenges much current commercial and marketing thinking, and introduces important new ideas such as: The Big Growth Mistake that almost all companies make ; Shopping on Auto-pilot; the crucial Moments of Maximum Emotional Impact (MoMIs) where all brand choice decisions are made; and Marketing at Open Minds a challenging new way to think about building growth-orientated marketing plans. T he Growth Director's Secret is essential reading for business owners and managers, proposing a challenging and innovative Growth Paradigm for companies who want to break the constraints of conventional business thinking and set themselves up for significant, sustained, profitable growth."