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April 1st, 2010 by Wadds

Book review: Felix Dennis’ 88 the Narrow Road

Felix Dennis amassed a fortune worth the best part of a billion dollars during his career as a publisher.

Four years ago he told the story of his success in an anti-self help book called How to Get Rich. In March his latest text for wannabe entrepreneurs hit the shelves.

88 the Narrow Road isn’t really a book. It’s a tool to read in a single sitting and then pick-up and put-down when you’re in need of inspiration.

And make no doubt it’s inspirational. Dennis covers what he believes are the more crucial 88 areas of entrepreneurship in short chapters, from raising money to hiring and inspiring talent, and from tenacity to excellence.

But the entrepreneur-turned-poet issues a stark warning planning to follow 88 the Narrow Road.

“It’s a step-by-step guide to acquiring money. But you will pay the price. Those that tread the narrow road walk in single file. Shadows plague each wary step. Hazard haunts each mile,” says Dennis.

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October 16th, 2009 by Wadds

Greenbang.com sets out manifesto for PRs: news not nonsense

I caught up with Greenbang.com’s Dan Ilett this week for breakfast. He’s a journalist and entrepreneur that is building a great business.

But he’s pissed off with PR people asking for stuff for free. It seems that PRs are starting to confuse the line between blog and commercial media outlet.

Earlier in the month Ewan MacLeod wrote an article on the site about how PRs representing EDF and Shell had sought favours.

“Burston Marseteller (Shell’s PR company of choice) [emailed] asking if we’d be interested in a) providing feedback on [its] videos) and b) posting the videos here on Greenbang.”

This was followed in short order by a request from Lexus PR, the communications firm for energy giant EDF for Greebang to host PDFs on carbon management and energy buying.

I suggested to Dan that he follows the lead set by publications such as Techcrunch and sets out his rules of engagement with PR people in clear terms.

He’s since published a manifesto: embargos, freebies and paradigm shifting bollocks are out and valuable business news is the order of the day.

PRs be warned.

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May 14th, 2009 by Wadds

Thinking Digital: Former Red Bull UK CEO reveals four point marketing strategy

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An entertaining interview on stage at Thinking Digital (#tdc) between entrepreneur and FT columnist Mike Southon and Red Bull’s former-UK CEO Harry Drnec on the marketing strategy he developed for Red Bull.

  • Identify – segment market audiences – in the case of Red Bull people that burn the candle at both ends
  • Find them – determine channels to audiences
  • Touch – provide products to audience when they need them – Red Bull did this via experiential marketing
  • Thrill them – ensure product delivers and delivers on its promise

This simple strategy increased sales from three million cans in 1996 to 300 million cans in 2006 and combined with strong brand and channel management enabled Red Bull to maintain premium pricing.

Drnec is now CEO of the Broadband Computer Company developing a hassle free computer due to be launched later this year.

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