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Scott McKain

Digging Wells and Building Fences by Scott McKain

The full title of this short book by Scott McKain is

Digging Wells and Building Fences: Discover the Steps to Combat Showrooming, Converge Physical & Digital Retailing, and Create Customers for Life“.

In my review at Amazon.co.uk, I gave the book a Four Stars rating. This means I consider the book to be in the range of good to very good.

Here is my book review.

A very useful book to help you to think about retail showrooming

Have you ever seen something you like in a retail store, taken out your phone and gone to Amazon? I have. I’d probably justify it, if challenged, by saying I wanted to read the reviews but I can’t help but notice the price too.

This is the problem of showrooming. It’s defined as using a physical retail store to find products you want but buying on the Internet. It’s a significant issue for the retail chains bearing the costs of the physical stores and service staff but not receiving any of the revenue to compensate. [continue reading…]

in Best Business Books

All Business is Show Business by Scott McKain

The full title of this book by Scott McKain is

All Business is Show Business: Strategies for Earning Standing Ovations from Your Customers“.

In my review posted to Amazon.co.uk, I rated it as Four Stars. This means I think it is Good and Well Worth Reading.

Here is my book review.

Capture attention and keep customers interested through “entertainment”

I enjoyed reading this book and it covers three important concepts:

  1. A high concept – a short, powerful summary of what your business is all about.
  2. A powerful story – expand on the core concept through a powerful, emotional packed, memorable story which creates a real connection with customers – I wrote about this in my blog on the Core Myth.
  3. The ultimate customer experience – a similar concept to what I call the perfect customer experience and the ideal customer experience.

[continue reading…]

in Best Business Books

High Concept – One Day To Save America

I’ve been reading the book, All Business Is Show Business by Scott McKain and one of the ideas I like in it is the High Concept.

The high concept is a phrase used in the film industry to quickly summarise what a film is about.

Man eating sharks = Jaws

Bomb on a bus = Speed

The high concept puts over the big idea or the plot of the film in a few words and often creates a feeling of excitement or emotion which you’ll get from seeing the film. It gives you a sense of the drama.

“Bomb on a bus” probably gets you to Speed, “bomb on a bus that can’t slow down” is a slightly longer but an even more dramatic summary of the plot.

And “one day to save America”?

It’s my summary of the TV series 24, as we follow the actions of Jack Bauer in real time. I love it and I’m addicted.

I’ve written before of the need to create a short summary of your business idea – What Three Words Describe Your Business?

I said I want you to think of the theme “profit from differentiation” when you think of me.

I’m happy with that positioning since it ties together profit and differentiation.

I’m not so sure that it is my high concept.

It’s an appeal to the conscious mind.

The high concept idea has made me think more about connection to the emotional mind.

I’m currently using ”A business to be proud of.”

It’s the flip side.

A business that is well differentiated in ways that customers value will be profitable.

But because it’s distinctive, special and unique it’s also a business to be proud of.

What’s your high concept that has emotional appeal?

A quick note on Scott McKain.

I have enjoyed reading his books All Business Is Show Business, What Customers Really Want and The Collapse of Distinction and will be reviewing them but there is controversy. Scott talks about his connection to Obsidian Enterprises in the books which has collapsed as it was allegedly financed by a Ponzi scheme. Scott McKain does not appear to have been involved in the dodgy stuff see Ties to Durham haven’t hurt McKain.

Don’t let the scandal put you off. The idea of the High Concept is still very valid.

You need to help your audience to position your business in their minds clearly and uniquely.

If you don’t, either they’ll slot you in as “just like…” or even worse, not even consider you worth remembering.

in 3 – Your Strategic Positioning