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(More customer reviews)This was a weird weekend; by 10:00 AM Friday, I had received a copy of Marketing Lessons from the Grateful Dead in the mail, and had borrowed a "Fast Read" copy of Jonathan Kellerman's latest Alex Delaware mystery, Deception, at the library.
I read a little of each on the way home. Both books engaged me on the first page, as books by David Meerman Scott and Jonathan Kellerman tend to be. Both quickly "hooked" my interest.
However, faced with the choice of what to read, I finished Marketing Lessons from the Grateful Dead first. I became engrossed in the back story, or explanation, of the reasons a rock group I had long observed took the steps it did, and how it benefited their career and solidified their position.
It helped that I also resonated with the author's first-hand stories of attending numerous Grateful Dead concerts and visiting the Grateful Dead Archive at the University of California at Santa Cruz. The photographs provided atmosphere, the anecdotes provided story, and the book's tight writing and strong organization contributed to a "high momentum" and fascinating reading experience...a "high-momentum page-turner" that teaches fundamental marketing lessons and values.
Because the ideas come through so clearly, Marketing Lessons from the Grateful Dead begs the question: "Why doesn't every business act like the Grateful Dead?" Why don't all businesses "Put Fans in the Front Row?" Why don't all businesses "Embrace Technology" and "Cut Out the Middleman?" Why don't all businesses "Bring People on an Odyssey?"
The lessons are obvious, and--most important--they are reinforced with concrete examples of how other other businesses far removed from rock and roll have profited from the same marketing ideas. Sidebars and summaries emphasize the lessons and organize them for easy reference.
In the spirit of full disclosure, I was reading a copy sent by the publisher. BUT, receiving a book doesn't mean you have to read it! I read it because it's a great book, and I ended up sending two copies to long-time clients in Seattle. And, only after I finished Marketing Lessons, did I return to my Jonathan Kellerman mystery.
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