Pink Penguin
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Description
Book Introduction
Finding a completely new, completely different, big idea Dominate the market as the only one! Since its first publication in 2017, "Pink Penguin" has consistently been recommended as a must-read for marketers. "Pink Penguin" is a marketing strategy book by world-renowned marketing expert Bill Bishop. It contains all the methods for business differentiation based on cases of implementation and success in over 4,000 companies around the world over the past 25 years. Especially in the case of the publication of the Korean version, it was a book that had been out of print for a long time, but it was able to be published after a new copyright contract was signed with the intention of meeting the public's needs by continuing its legacy as a used book while receiving steady love from readers. This book offers answers to the questions businesses face: how can we make our companies or individuals stand out from the crowd? How can we make them recognizable? How can we make them seek us out? The author named the solution 'Pink Penguin' and organized the key points into a single book to make the argument understandable and persuasive. |
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index
Reviewer's note
Preface - 4,000 Big Ideas
Prologue - Penguin Problem
Part 1: Breaking Free from the Ice
01 Brainwashed Marketers
02 No more egg rolls
03 Gourmet Package
04 How to hold a knife handle
Part 2: Generate Big Ideas
05 Being John Malkovich
06 Best Benefit
07 Transformative Economy
08 3C
09 Value Pyramid
Part 3: Big Idea Packaging
10 Last 5 percent
11 The clock is ticking
12 Mind Focus
13 Concept Tornado
14 Space Taxi
15 If you're going to do it, do it in a red skirt
16 Stay Puft Marshmallow Man
Part 4: Selling Big Ideas
17 Magnetic Marketers
18 Mystic Strategy
19 Novelty is the key
20 Popularity and Rarity
21 Free Value Strategies
22 Choice Granting
23 'Well, the world' is enough now
24 The Path of Good Will
Part 5 There is definitely a way out.
25 Big Idea Adventures
26 New Factory
27 Nothing lasts forever
Recommended Reading | Glossary | Acknowledgments
Preface - 4,000 Big Ideas
Prologue - Penguin Problem
Part 1: Breaking Free from the Ice
01 Brainwashed Marketers
02 No more egg rolls
03 Gourmet Package
04 How to hold a knife handle
Part 2: Generate Big Ideas
05 Being John Malkovich
06 Best Benefit
07 Transformative Economy
08 3C
09 Value Pyramid
Part 3: Big Idea Packaging
10 Last 5 percent
11 The clock is ticking
12 Mind Focus
13 Concept Tornado
14 Space Taxi
15 If you're going to do it, do it in a red skirt
16 Stay Puft Marshmallow Man
Part 4: Selling Big Ideas
17 Magnetic Marketers
18 Mystic Strategy
19 Novelty is the key
20 Popularity and Rarity
21 Free Value Strategies
22 Choice Granting
23 'Well, the world' is enough now
24 The Path of Good Will
Part 5 There is definitely a way out.
25 Big Idea Adventures
26 New Factory
27 Nothing lasts forever
Recommended Reading | Glossary | Acknowledgments
Detailed image
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Into the book
In every field, there are already many penguins setting up camp.
So, big ideas are essential, and to do that, you need to use a new thinking process.
Unless we reeducate ourselves and shake off the "product-first" mindset that's been ingrained in our brains for 200 years, coming up with big ideas will be extremely difficult.
Because that old, 'product-first' mindset will stifle creativity.
--- p.39, from “01 Brainwashed Marketers”
Penguins are masters of projection.
I love talking about myself and my products and I think everyone would love to hear my story.
We live in a fictional world where all potential customers are merely projections of themselves.
Poor penguins.
They don't realize that their potential customers aren't particularly interested in them or their products.
Potential customers don't want to do business with penguins.
Because I think it's boring and self-centered.
That's why most penguins don't make a lot of sales or earn a lot of money.
They don't know how to see the world through the eyes of their customers.
You're acting like John Malkovich.
--- p.70~71, from “05 Being John Malkovich”
The problem is that most penguins tell boring stories about their business.
Their elevator speeches are often bland, monotonous, or overly complex, and often sound no different from the speeches of hundreds of other penguins.
There are also many cases of inconsistency.
Whenever someone asks what they do, the penguins rack their brains to come up with something clever, but they end up just blurting out something clumsy or unsatisfactory.
Because I've never put any effort into packaging my own story.
This is especially true with regard to the elevator story.
This cannot be a big problem.
Because you don't usually have much time to make a lasting impression on your potential customers.
--- p.138, from “11 The Clock Ticks Tock”
Incorporating big icons into your logo or marketing materials is also a way to increase effectiveness.
Our company's logo consists of a lowercase 'b' with a seed in the middle.
We also use images of mature walnut trees in our brochures.
When people ask us about this image, we answer like this:
“Our clients come to us with the ‘seed’ of a big idea.
Then we help our clients grow it into a big, healthy, successful 'tree.'" This is effective because we quickly make it sound logical to them how we can help.
--- p.197, from "16 Stay Puft Marshmallow Man"
The most important thing is that when you go out and find potential customers, you come across as a salesman trying to sell a product or service.
This means that they are considered the same as salesmen who solicit subscriptions to newspapers/magazines or memberships.
You are an expert.
We can provide you with extensive information, expertise, and experience.
Have something that can benefit your customers.
But when you knock on the door, people don't see you that way.
I just see him as a 'salesman'.
This reduces the chances of having meaningful encounters with your best prospects.
--- p.206, from “17 Magnetic Marketers”
If you feel fearful about your big idea, that's a good thing.
It means that there is an adventure waiting for you.
If you feel no fear, it means your idea is wrong or inadequate.
For example, I am not afraid of becoming a pianist.
Because I don't know how to play the piano and I have no interest in it.
But writing a novel is scary.
Because it's something I dream of and something I can achieve.
My fear is that someday I will have to write a novel.
Think of fear as your friend and teacher.
Fear tells us something and teaches us something.
It's up to you to figure out what it is.
So, big ideas are essential, and to do that, you need to use a new thinking process.
Unless we reeducate ourselves and shake off the "product-first" mindset that's been ingrained in our brains for 200 years, coming up with big ideas will be extremely difficult.
Because that old, 'product-first' mindset will stifle creativity.
--- p.39, from “01 Brainwashed Marketers”
Penguins are masters of projection.
I love talking about myself and my products and I think everyone would love to hear my story.
We live in a fictional world where all potential customers are merely projections of themselves.
Poor penguins.
They don't realize that their potential customers aren't particularly interested in them or their products.
Potential customers don't want to do business with penguins.
Because I think it's boring and self-centered.
That's why most penguins don't make a lot of sales or earn a lot of money.
They don't know how to see the world through the eyes of their customers.
You're acting like John Malkovich.
--- p.70~71, from “05 Being John Malkovich”
The problem is that most penguins tell boring stories about their business.
Their elevator speeches are often bland, monotonous, or overly complex, and often sound no different from the speeches of hundreds of other penguins.
There are also many cases of inconsistency.
Whenever someone asks what they do, the penguins rack their brains to come up with something clever, but they end up just blurting out something clumsy or unsatisfactory.
Because I've never put any effort into packaging my own story.
This is especially true with regard to the elevator story.
This cannot be a big problem.
Because you don't usually have much time to make a lasting impression on your potential customers.
--- p.138, from “11 The Clock Ticks Tock”
Incorporating big icons into your logo or marketing materials is also a way to increase effectiveness.
Our company's logo consists of a lowercase 'b' with a seed in the middle.
We also use images of mature walnut trees in our brochures.
When people ask us about this image, we answer like this:
“Our clients come to us with the ‘seed’ of a big idea.
Then we help our clients grow it into a big, healthy, successful 'tree.'" This is effective because we quickly make it sound logical to them how we can help.
--- p.197, from "16 Stay Puft Marshmallow Man"
The most important thing is that when you go out and find potential customers, you come across as a salesman trying to sell a product or service.
This means that they are considered the same as salesmen who solicit subscriptions to newspapers/magazines or memberships.
You are an expert.
We can provide you with extensive information, expertise, and experience.
Have something that can benefit your customers.
But when you knock on the door, people don't see you that way.
I just see him as a 'salesman'.
This reduces the chances of having meaningful encounters with your best prospects.
--- p.206, from “17 Magnetic Marketers”
If you feel fearful about your big idea, that's a good thing.
It means that there is an adventure waiting for you.
If you feel no fear, it means your idea is wrong or inadequate.
For example, I am not afraid of becoming a pianist.
Because I don't know how to play the piano and I have no interest in it.
But writing a novel is scary.
Because it's something I dream of and something I can achieve.
My fear is that someday I will have to write a novel.
Think of fear as your friend and teacher.
Fear tells us something and teaches us something.
It's up to you to figure out what it is.
--- p.262, from “25 Big Idea Adventures”
Publisher's Review
Every day, countless penguins who look just like you enter your industry.
In fact, each and every penguin is a unique being with their own thoughts, feelings, and abilities.
But no one can tell the difference, and no one bothers to tell the difference.
Because their packaging is the same as other penguins.
If everyone looks and says the same thing, how can you possibly attract customers?
There may be some subtle differences, but to the potential customer's eyes, they all look like a bunch of penguins.
Just searching the internet for the word 'asset manager' will yield thousands of results.
To the customer's eyes, all these thousands of asset managers look the same.
The author calls this the penguin problem.
The pink penguin is a penguin with a differentiated strategy to escape from these penguin problems.
It is a being armed with a big idea that customers can recognize at a glance even from afar.
What if there was an asset management company that decided to only serve dentists as clients?
By focusing on dentists, investing time and money in marketing to just one market, developing a few great big ideas, he will soon become the dentist-focused asset manager, the pink penguin of asset managers.
Through this book, the author shows that similar products, services, and stories put forth by many other penguins can never move the hearts of customers, and that there is a need for a 'new, better, and completely different' big idea, not just any idea, and that this can lead to a change in mindset.
He suggests that anyone who wants to sell something should abandon the fixed idea of 'product first' and look at the world through the eyes of the 'customer' in order to become a pink penguin.
If you are ordinary, you will be buried, and if you are buried, you will soon be buried.
Do you have a strategy to become the pink penguin in a flock of black penguins? Do you have the tools to generate a truly unique big idea and navigate the packaging and sales stages? This book will help you discover strategies for generating big ideas, branding those ideas, packaging, and promoting them.
Am I just a penguin or a pink penguin!
Now it's your turn to be reborn as a 'pink penguin'
We are exposed to countless advertisements every day through TV, the Internet, and social media.
But there aren't many advertisements that catch our attention.
Why are so many ads so unmemorable?
The answer is surprisingly simple.
Because it's not special.
Advertisements say, "Our product is different," and "Our service is special," but customers' reactions are indifferent.
Who would even notice the changes they're talking about? To customers, it's just a slight change, nothing more than an advertisement promoting a similar product.
The current temperature in the room is 22 degrees.
After a while, someone came in and raised the temperature to 22.5 degrees.
But no one feels a change of 0.5 degrees.
Because it hasn't changed enough.
What if we raised the temperature to 38 degrees? People would sweat, take off their sweaters, and say, "It's so hot!"
“Who turned the temperature up so high? It’s like a total steamer.”
What we need is not a tiny change of 0.5 degrees.
It is something different that everyone can feel and empathize with at once.
So then, what does that ‘differentiated something’ mean?
The author tells us to become a pink penguin that stands out at first glance in a crowd of identical penguins.
Something completely new and different that anyone can recognize at first glance.
A significant change is needed, such as raising the room temperature from 22 to 38 degrees.
To do this, you need to come up with a big idea.
“Will you seduce me? Will you be childish?”
“Will it be revealed! Will it be revealed!”
Become a pink penguin armed with big ideas!
Big ideas can only be achieved by moving away from a product-first perspective and focusing on the customer.
Rather than explaining each product one by one, you need to figure out what this customer currently needs and what they want most.
The author advises going beyond simple product descriptions to providing customers with the "best possible benefits" they truly desire.
The author says that the reason many penguins fail in business is because they do not focus on the best benefits that customers truly want and need.
Packaging the best benefits your customers want not only creates a better connection with them, it also makes you more relevant to them.
You can see greater results by packaging and presenting big ideas according to your customers' needs.
This can be done by using various techniques such as setting a theme, putting a brand name on it, building trust with a great design, and using big icons.
Pink Penguin, who has a big idea packaged like this, is not a salesman who goes out to find customers and sells things, but an expert in big ideas.
Instead of going to customers, you should let customers come to you.
To do this, he says, you need to pique customers' curiosity, create a sense of mystery, create both trust and fear, and give them choices.
In fact, each and every penguin is a unique being with their own thoughts, feelings, and abilities.
But no one can tell the difference, and no one bothers to tell the difference.
Because their packaging is the same as other penguins.
If everyone looks and says the same thing, how can you possibly attract customers?
There may be some subtle differences, but to the potential customer's eyes, they all look like a bunch of penguins.
Just searching the internet for the word 'asset manager' will yield thousands of results.
To the customer's eyes, all these thousands of asset managers look the same.
The author calls this the penguin problem.
The pink penguin is a penguin with a differentiated strategy to escape from these penguin problems.
It is a being armed with a big idea that customers can recognize at a glance even from afar.
What if there was an asset management company that decided to only serve dentists as clients?
By focusing on dentists, investing time and money in marketing to just one market, developing a few great big ideas, he will soon become the dentist-focused asset manager, the pink penguin of asset managers.
Through this book, the author shows that similar products, services, and stories put forth by many other penguins can never move the hearts of customers, and that there is a need for a 'new, better, and completely different' big idea, not just any idea, and that this can lead to a change in mindset.
He suggests that anyone who wants to sell something should abandon the fixed idea of 'product first' and look at the world through the eyes of the 'customer' in order to become a pink penguin.
If you are ordinary, you will be buried, and if you are buried, you will soon be buried.
Do you have a strategy to become the pink penguin in a flock of black penguins? Do you have the tools to generate a truly unique big idea and navigate the packaging and sales stages? This book will help you discover strategies for generating big ideas, branding those ideas, packaging, and promoting them.
Am I just a penguin or a pink penguin!
Now it's your turn to be reborn as a 'pink penguin'
We are exposed to countless advertisements every day through TV, the Internet, and social media.
But there aren't many advertisements that catch our attention.
Why are so many ads so unmemorable?
The answer is surprisingly simple.
Because it's not special.
Advertisements say, "Our product is different," and "Our service is special," but customers' reactions are indifferent.
Who would even notice the changes they're talking about? To customers, it's just a slight change, nothing more than an advertisement promoting a similar product.
The current temperature in the room is 22 degrees.
After a while, someone came in and raised the temperature to 22.5 degrees.
But no one feels a change of 0.5 degrees.
Because it hasn't changed enough.
What if we raised the temperature to 38 degrees? People would sweat, take off their sweaters, and say, "It's so hot!"
“Who turned the temperature up so high? It’s like a total steamer.”
What we need is not a tiny change of 0.5 degrees.
It is something different that everyone can feel and empathize with at once.
So then, what does that ‘differentiated something’ mean?
The author tells us to become a pink penguin that stands out at first glance in a crowd of identical penguins.
Something completely new and different that anyone can recognize at first glance.
A significant change is needed, such as raising the room temperature from 22 to 38 degrees.
To do this, you need to come up with a big idea.
“Will you seduce me? Will you be childish?”
“Will it be revealed! Will it be revealed!”
Become a pink penguin armed with big ideas!
Big ideas can only be achieved by moving away from a product-first perspective and focusing on the customer.
Rather than explaining each product one by one, you need to figure out what this customer currently needs and what they want most.
The author advises going beyond simple product descriptions to providing customers with the "best possible benefits" they truly desire.
The author says that the reason many penguins fail in business is because they do not focus on the best benefits that customers truly want and need.
Packaging the best benefits your customers want not only creates a better connection with them, it also makes you more relevant to them.
You can see greater results by packaging and presenting big ideas according to your customers' needs.
This can be done by using various techniques such as setting a theme, putting a brand name on it, building trust with a great design, and using big icons.
Pink Penguin, who has a big idea packaged like this, is not a salesman who goes out to find customers and sells things, but an expert in big ideas.
Instead of going to customers, you should let customers come to you.
To do this, he says, you need to pique customers' curiosity, create a sense of mystery, create both trust and fear, and give them choices.
GOODS SPECIFICS
- Publication date: April 28, 2021
- Page count, weight, size: 284 pages | 472g | 173*177*21mm
- ISBN13: 9791195936380
- ISBN10: 1195936389
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