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IMMEDIATE RELEASE Your Gut Is Still Not Smarter Than Your Head Balances the Emotional Gut and the Grounded Head for Marketing Success Kevin Clancy and Peter Krieg Challenge Blink Decision Making with Proven Performance of Fact-Based Marketing in New Book
March 14, 2007 (Waltham, MA)—Your Gut Is Still Not Smarter Than Your Head: How Disciplined Fact-Based Marketing Can Drive Extraordinary Growth and Profits (John Wiley & Sons) is the newest book from renowned marketing consultants Kevin Clancy and Peter Krieg, chairman and president respectively of Copernicus Marketing Consulting. In Your Gut Is Still Not Smarter Than Your Head, Clancy and Krieg make a compelling case for taking what the little voice inside your head is telling you about a marketing decision with a grain of salt. The authors first got the notion to address the serious marketing and business problems that result from relying solely on intuition and judgment to inform decisions after reading an article in Fast Company magazine a couple of years ago that proclaimed "Acting on Intuition" as the #1 trend that "will affect the way we work and live." According to Clancy and Krieg, the magazine's report on intuition read as if following it in a business situation was somehow new—as if the reason that only two out of 10 U.S. companies grow organically by more than 2 or 3 percent per year is really that people have not gone with what their gut tells them to do often enough. A few weeks later, after hearing yet another CEO tell them how she was completely inspired by the ideas espoused in Malcolm Gladwell's business best-seller Blink: The Power of Thinking Without Thinking, they decided to put pen to paper and present an alternative, more fact-based marketing approach. "The field of marketing is a late bloomer when it comes to conforming to the analytic, fact-based approach to decision-making that is standard practice in virtually every other critical strategic business function—from finance to IT to operations," explains Clancy. Chimes in Krieg: "Meanwhile, the excuses that worked even just a few years ago—that we can't tell which market segment is most profitable, we can't measure media engagement, we can't really measure the impact of advertising on sales or brand equity, the effects of this sponsorship can't be quantified—just don't fly with CEOs and CFOs anymore. Marketing is increasingly held to the same standards of accountability today that all other functional areas are." Your Gut Is Still Not Smarter Than Your Head paves the way for anyone in business—Fortune 500 CMO, mid-cap company CEO, or small business owner alike—to make better, more profitable decisions. Clancy and Krieg walk readers through real-world cases and anecdotes to illustrate a different, research-and-reality-driven process for making critical strategic choices about a brand's market target, positioning, product/service offering, media, and advertising. They tackle the hot issues of marketing performance reviews, winning over the sales force, and intelligent marketing planning, in each case demonstrating what to do to eliminate any drag on performance. Your Gut Is Still Not Smarter Than Your Head makes it clear that while intuition and creativity have their place in marketing, just as they do in any business decision area, marketing programs that return 20% or more on investment come from carefully balancing the emotional gut with the grounded head. "Clancy and Krieg debunk the popular myth that marketing is all instinct and hocus pocus," says Susanne Lyons, the CMO of Visa, of Your Gut Is Still Not Smarter Than Your Head. "There are no 'blink' shortcuts here—this is the real work of transformational marketing, laid out in a practical, concise guide that every true marketer should read." Your Gut Is Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing Will Lead to Extraordinary Growth and Profits, hits bookstores nationwide April 6. Visit www.amazon.com, www.barnesandnoble.com, or 800CEORead for single-copy and bulk purchases. Your Gut Is
Still Not Smarter Than Your Head: How Disciplined, Fact-Based Marketing
Will Lead to Extraordinary Growth and Profits
For
more information, contact: Ami Bowen
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