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.