Author(s): Harry Beckwith
What do Howard Hughes and 50 Cent have in common, and what do they tell us about our desires and consumer choices? Why did Sean Connery stop wearing a toupee, and what does this tell us about American customers for any product? What one thing did the Beatles, Malcolm Gladwell and Nike all notice about Americans that helped them win us over? Which current consumer trend may explain the plights of Krispy Kreme, Ford, and GM, and the risks faced by Starbuck's? To paraphrase Don Draper's character on the hit show Mad Men, "What do people want?". What is the new consumer psyche, and how do the shrewdest marketers tap it? Drawing from dozens of disciplines, the internationally acclaimed marketing expert, Harry Beckwith answers these questions with some surprising, even startling, truths and discoveries about what motivates us.
Harry Beckwith heads Beckwith Partners, a marketing firm that advisising 23 Fortune 200 clients and dozens of venture-capitalized start-ups on branding and positioning. A Stanford graduate, Beckwith is an internationally acclaimed speaker and is the bestselling authors of 5 books, which, collectively, have been translated into 23 languages.