The 3 of us are ensuring that we maintain our working rhythm every week. At this pace, the first full manuscript should be there in a couple of weeks. This is going to be a landmark for us. We know that further work will be needed but it is special to feel that we are reaching this stage.
Here’s an update on our progress writing the book, Building Routes to Customers. We finished another chapter yesterday. That’s 11 completed and 5 to go. My motto is “a chapter a week is all we ask.” It’s a riff on the Blue Diamond Almonds ad on TV, in which one of the farmers from the Blue Diamond Growers co-op looks straight at the camera lens and says, “a can a week is all we ask.”
Just so you don’t think I’m nuts, the “can a week” ad campaign has among the highest rates of return of any ad campaign worldwide. Every dollar spent on that campaign produced 4 dollars in profit for the Blue Diamond Growers co-op every year between 1962 and 1995. That’s a mind-blowing ROI. (Source: National Institute for Commodity Promotion Research and Evaluation, Department of Applied Economics and Management, Cornell University.)
If our book sells as well as Blue Diamond almonds, it would be a huge best seller. On that happy note, I’ll go back to writing the next chapter now.
I’m very pleased to announce that Springer Science+Business Media will publish our book, Building Routes to Customers: Proven Strategies for Profitable Growth, this fall. Springer is the largest publisher worldwide of science, technology and medicine books, and the second largest publisher of journals in those fields.
Senior Editor Nick Philipson selected our book to help Springer expand their business and economics line. My co-authors, Jean-Claude Malraison and Antoine Leboyer, and I are very excited about working with Nick and his team.
Posting this news seems like a great way to kick-off this blog, which will be about the Routes-to-Market methodology that we explain in the book, and about related ideas, events and trends.