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Don't be a Monkey: Exploiting Chaos - A Book Review
Wednesday, November 18, 2009


Don't be a Monkey: “Exploiting Chaos” - A Book Review

I hadn't heard of the book ”Exploiting Chaos”
by TrendHunters’ Jeremy Gutsche until a friend told me to read page 46, “Don't let monkeys inhibit change.” It is what made me run out and buy the book. This insightful story was exactly what I had experienced so many times before in my workplaces – expected conformity. Ever since that day, my friend and I challenge the expected and the norm and protest, “We don't be a monkey.”

“Exploiting Chaos” explains everything that has gone awry with corporate culture. With wit, humour and business lore, Gutsche's book is something of a rarity in the business book world. It is rare because it goes against the grain about how to approach innovation.

The basis of Exploiting Chaos is about the science of adaptation using four tactics: Culture of Revolution, Trendhunting, Adaptive Innovation and Infectious Messaging. He explains how culture is more important than strategy and how “uncertainty and resistance are paralyzing (to) innovation.”

For the business leader that feels they have complete market share, ownership and understand the customer, this is the book for you. For the entrepreneur looking for ways to innovate and become a disruptor Gutsche has lore for you to learn from and give birth to new ideas. As for the marketer, this book will remind you of how important it is to “inspire customers to champion your brand” and renew a passion for “customer obsession.”

For insights into the social media phenomenon, he explains how we are in a time where we have the “world's first viral platform for ideas.” Gutsche is one of the few people that affirmed a perspective I have held dear for sometime – that social media and digital media is a place for stories to travel. He notes “marketers are stuck in a world dominated by traditional advertising and cliche.”

Gutsche's book is a quick and powerful read. Do not underestimate the revelations you may have as you take a journey through its pages. I will keep this book in my office and at my desk side for my career. And it will serve as a constant reminder that “the old way of doing things” and fixed expectations are the enemies of adaptation.”

- Sarah Thompson, non monkey marketer
Website: Coeur Ideas
twitter: Sarah Flack



Featured Ad Lounger
Darrell Keezer
CEO of Candybox Marketing

This month Ad Lounge (courtesy of Boost Agents) is featuring Darrell Keezer, CEO of Candybox Marketing on Inside the Industry.

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