Market Rebels: Professor's Rao's Masterpiece is Available

I wrote a rave review for my friend and colleague Huggy Rao's book Market Rebels: How Activists Make Or Break Radical Innovations a couple months ago. His book is now for sale on Amazon and everywhere else. 

As I said then:

'The book is full of useful ideas, but perhaps the central one is that, if you want to mobilize networks of people and markets to embrace and spread an idea, you need the one-two punch of a "Hot Cause" and "Cool Solutions."  A hot cause like deaths from tobacco or medical errors can be used as springboards to raise awareness, spark motivation, and ignite red-hot outrage.  And naming these as enemies is an important step in mobilizing a network or market. But creating the heat isn't enough; the next step needs to be cool solutions.   This doesn't just mean identifying technically feasible solutions, it also means finding ways to bind people together, to empower them to take steps that help solve the problem, and to create enduring commitment to implementing solutions.'

Market Rebels is a remarkably useful and evidence-based book, it isn't light and fluffy, as it is an academic book. But it is well-written and chock-full with great stories. If you want to learn how a small group of people can have a big impact on networks and markets, this is the book for you.  It is especially relevant entrepreneurs, people in sales and marketing, and social activists -- but anyone who wants to spread a message and change behavior on a large scale will find it extremely helpful

Comments

[BrianSJ]

Sounds good. Also sounds like a development of March's garbage can model (which would be a good thing rather than a bad thing).

[dblwyo]

Bob - based on your reccy and reputation this'll go on my shopping list. Thanks. That said I'm not hearing two key things. Over twenty years I've been involved in a series of technically difficult and challenging innovation efforts. The biggest challenge is bridging the gap between business and technical communities and the results are reflected in the most recent abysmal results for ERP implementations. Which is directly representative of almost all of these efforts. To Huggy's two critical get started points one MUST add how to get from idea to design, build, deployment and sales. Who's worked on that ? Constructively ?