Drilling for Diamonds

This is the title of Kevin Clancy and Peter Krieg’s latest book.

The subtitle “How disciplined fact -based marketing can drive extraordinary growth and profits” says it all.

Clancy and Krieg paint a compelling case for treating marketing as a science. The authors show case-study after case-study that instinctive gut-based marketing more often than not leads to dumb decisions. No wonder most CMO’s hold onto their jobs for just 23 months.

All professional marketers should own this book.

My only reservation is most of the examples apply to consumer goods and brands rather than services.

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