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Rocket: Eight Lessons to Secure Infinite Growth, by Michael J. Silverstein, Dylan Bolden, Rune Jacobsen, Rohan Sajdeh
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Rocket tells the story of how sixteen remarkable business leaders created great brands. Leslie Wexner tells you how he turned a two-store chain into a $6.5 billion worldwide brand called Victoria Secret, and Howard Schultz shares how he took his passion for a little coffee shop in Seattle and grew it into a 22,000-store chain, just to name two. Every story is connected to a “how-to” lesson, and by the end, you’ll have what you need to turn your best customers into apostles, cravers, and brand ambassadors.
A must-have guide for everyone who wants to grow their business faster than a competitor, this authentic, vibrant, and engaging book brings you the latest practical techniques for knowing your customers’ desires and behaviors in order to deliver intimately rewarding experiences every time they shop―including knowing what they need before they do. Included is a “self critique” to identify where you are currently before you transform your career and company by mastering how to:
• Create a demand-space map and predict how big a share of a demand space you can win with the proper mix of emotional and functional benefits satisfying the attributes of that space
• Determine a strategic direction for where to place investment bets, identify which brands are best suited to win, and which are most responsive to investment
• Deliver all the core benefits of a particular demand space in your product―from packaging, shelving, pricing, and promotion to message development, store operations, delivery, and employee engagement
• Maintain a long-term vision to continuously quantify and modify for ongoing improvement, while using your successes to convert more champions along the way
With Rocket, you can rise into a cycle of renewal, energy, and power that can launch startups to phenomenal success and turn around the fate of multinational corporations.
- Sales Rank: #275635 in Books
- Published on: 2015-10-06
- Released on: 2015-10-06
- Original language: English
- Number of items: 1
- Dimensions: 9.10" h x 1.30" w x 6.10" l, 1.20 pounds
- Binding: Hardcover
- 320 pages
From the Back Cover
"A powerful book that offers the keys to growth – deep insight into consumer behavior, stories that energize and excite. A primer for marketers, innovators and change agents. Rocket can help you open doors and drive growth."
- John Mackey, co-CEO and co-founder of Whole Foods
"A compelling blueprint for realizing your full potential. A superb guide for re-imagining your approach to driving growth."
- Douglas R. Conant, Founder ConantLeadership, Former President and CEO, Campbell Soup Company, Chairman, Avon Products
"Much has been written about Four Seasons legendary service model and the 40,000+ people that bring it to life every day, but Rocket takes a unique approach. By exploring our deep commitment to employees within the context of growth, Rocket shows exactly how a passionate team of employees can transform any brand and position it for success. Rocket is an essential read for any business leader focused on long-term growth."
- Isadore Sharp, Founder and Chairman, Four Seasons Hotels and Resorts.
"Engaging and clever lessons that can be applied in any business."
-Tony Hsieh, NY times bestselling author of Delivering Happiness and CEO of Zappos.com, Inc.
"Rocket will help guide you towards the critical factors that cause apostle brands to stand out and thrive. The authors illustrate the necessary traits to build, maintain, and grow successful brands. Very interesting and practical stories covering some of the best brands in the world. A great read for anyone building a brand."
- Bob Carter, Senior Vice President, Automotive Operations,Toyota
Rocket is an extraordinary book. The book tells the stories and secrets of so many successful companies. The “secrets” are fascinating and extremely thought-provoking. Rocket emphasizes the values of integrity and human dignity; values which we consider to be the keystones of our operations.
- Brunello Cucinelli, founder and CEO of Brunello Cuccinelli
"Powerful stories from real people who are delivering extraordinary results. Practical ideas that can be implemented immediately. If you have one business book to read this year, this is the one!”
-Irene Rosenfeld, Chairman and Chief Executive Officer, Mondelez International
About the Author
Michael J. Silverstein is a senior partner and managing director of the consumer practice at The Boston Consulting Group. He is the bestselling author of Trading Up, The $10 Trillion Prize, Women Want More, and Treasure Hunt.
Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh are all senior partners and managing directors at BCG.
Most helpful customer reviews
15 of 18 people found the following review helpful.
Time may be better spent reading other books.
By Chen Sun
This is a funny book. It’s about how to increase market share, using very-brief, case-studies of large corporations, and deriving 8 growth precepts. About 80% of content feels like these case studies are authors’ customers or prospective customers, and authors are overly effusive with praise.
I’ve read about 140 pages, skimmed remainder, and learned little. The 8 precepts are business ideas the reader likely already read before—in summary, Innovate, Build Customer Advocates, Welcome Customers’ Criticisms, Aesthetic Appearances Matter, Transform Employees, Ramp Up Relationships, Take Giant Leaps, and Handle Schisms in Relationships.
Guess you already knew about these precepts too? One can simply read these precepts’ explanations (which constitute 5% of the book), and understand 85% of the book. The 140 pages I read has ZERO teaching on how Time Limitations affect creating branding experiences, and it is these time limitations that is challenging to accomplish branding effects for not-wealthy companies.
Can a reader really benefit from learning in the mini-case studies, which constitute 80% of this book? First consider authors’ biased interpretation of what the entrepreneur did. Then, consider, that the entrepreneur’s temperament, thought processes, and circumstances are likely very different from the reader’s. For example, Armand Hammer of Occidental Oil had an effusively praise biography book. His ex-public relations agent then wrote “Dr. Hammer and Mr. Hyde, the Dark Side of Power: the Real Armand Hammer.” Rocket feels like the first, unrealistic biography case studies.
Book’s first case study is of Lee Wexner of Victoria Secret, and its precept is-- “Don’t Ask Your Customers What They Want (Because They Don’t Know Till You Show Them)”. Reader probably have already heard this precept from stories about Steve Jobs and Henry Ford. 80% of this chapter simply praises Lee Wexner’s ingenuity and business savvy. But will becoming aware these Wexner’s traits transfer his skills to you? Unclear.
Most branding experts I’ve met tend to redefine terminology to fit other business disciplines under an umbrella of branding, and authors, as B2C branding experts, here do similarly. For example, Wexler’s ingenuity in “somewhat franchising” international operations is written as financial high returns of his branding prowess. Huh? How did the meaning of branding suddenly encroach into financial structuring of franchising, as to mean same? And aren’t many international operations structured similar to “somewhat franchising”—where is Wexler’s praised branding genius? Similarly, endless praise and redefined terminology for the several case studies I read.
This book is mostly suitable for very large companies only. The principles are suitable for any company, but book doesn’t tell how unwealthy companies can create the Time and Money to then implement these—which is more valuable information.
And the “take aways” and other advice given—these are mostly platitudes you’ve already heard before. Additionally, the action steps and even the precepts are lightweight. 60% excessive praise, 30% reinforcement of commonly-known business principles, 10% I learned something new.
Reader’s time is probably spent better reading something else. But if you want sugary reinforcement of precepts you already know, the writing style of this book is excellent.
2 of 2 people found the following review helpful.
Here are 16 mini-case studies that demonstrate the physics of accelerated commercial growth
By Robert Morris
I think this book’s subtitle is a tad overcooked (promising “infinite growth”) but the eight lessons are eminently sound, based on the Boston Consulting Group’s decades of real-world experience with hundreds of organizations. The abundance of information, insights, and counsel provided is “dedicated to the proposition that mere mortals can create immortality. You can build a brand that lasts forever. You can grow faster than your rivals. To do this, however, you need to understand the theory that a very few people -- the very few focused consumers -- create most of the value in any business.” They are the “fuel” on which the “propulsion” of any organization depends.
Years ago, Jackie Huba and Ben McConnell co-authored a book in which they explain how to create what they characterize as “customer evangelists. This is what Michael Silverstein, Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh have in mind when observing that if you have loyal customers, “and you turn them into your apostles, they will spread the word about you, and they will, propel you to growth.” That, in essence, is the physics of commercial growth. The equation is “2/20/80: 2 percent of your customers directly contribute 20 percent of your sales and drive 80 percent of the total volume by their recommendations.”
These are among the several dozen passages of greatest interest and value to me, also listed to suggest the scope of the book’s coverage:
o The Interview: How Howard Schultz Applies the Eight Branding Rules at Starbucks (Pages xiv-xvii)
o Eight Branding Rules (xxi-xxv)
o Schismogenesis: Why Brands Fail (xxix-xxxii)
Note: From Gregory Bateson: "progressive differentiation through culture contact."
o Headline: Let Your Curiosity Rule -- And Then Reinvent (5-8)
o Lessons from Victoria's Secret (17-19)
o Headline: Fanatical Fans Create the Bedrock for a Successful Brand (23-24)
o Headline: The Lessons of Whole Foods Market (35-38)
o Search for What Really Drives Consumer Choice (50-51)
o Headline: The Loyalty Factor: Reward Converts with Experiences Worth Sharing (74-76)
Note: People are far more inclined to share memorable experiences (especially bad ones) than anything else.
o Headliner: Branding Doesn't Mean a Logo on Every Item (Unless It's a Swoosh], but Rather a Distinctive Look (86-88)
o The Disney Company (93-95)
o Zappos (105-107, 110-114, and 117-119)
o Headline: Happy Employees Create Happy Customers, and Fun at Work Makes the Difference in Attitude and Morale (108-110)
o Headline: Use a Common Phrase as the Point of Engagement and the Decision Point on What the Right Answer Is -- The Golden Rule
o Note: At the Ritz-Carlton Hotel Company, it is "We are Ladies and Gentlemen serving Ladies and Gentlemen"
o Headline: Screen, Train, and Enable Your Team (123-126)
o Headline: The Digital World Is Real, Not Virtual (135-136)
o Headline: The Lessons of Amazon (140-142)
o Headline: Help Your Customers Dream, and Then Fulfill Their Dreams (148-149)
I share Silverstein, Bolden, Jacobsen, and Sajdeh’s high regard for The Container Store and its foundation principles:
1. One great person equals three good people.
2. Communication is leadership.
3. Fill the other guy’s basket to the brim – making money becomes an easy proposition.
4.The best selection, service, and price.
5. Intuition does not come to the unprepared mind – you need to train before it happens.
6. “Man in the Desert” selling.
Note: According to The Container Store's co-founder and CEO, Kip Tindell, his people must be “solution-based” rather than “items-based.” Solve each customer’s entire problem rather than an immediate need: A man in the desert needs more than a glass of water. He also needs “a hat, an umbrella, some lotion, some slippers, a chair, an ice machine – and maybe even a margarita!” “
Please see “Headline: Build a Culture Your Customers and Employees Can Identify With, and Write Down and Write Down and Memorize a Set of Foundation Principles,” Pages 38-40. Also, check out Tindell’s book, Uncontainable: How Passion, Commitment, and Conscious Capitalism Built a Business Where Everyone Thrives.
7. Generate an air of excitement with a “memorable shopping experience” as well as “a solution that is beautiful and functional.”
With only minor (if any) modification, these seven “foundation principles” can serve as a “launching pad” for marketing and sales initiatives that can be invaluable for almost any organization, whatever its size and nature may be.
I also commend the co-authors on their brilliant use of several reader-0friendcly devices that include “The Chapter in a Box” and “Chapter Overview” as well as boxed mini-commentaries, mini-interviews of CEOs, and mini-case studies; corporate profiles; and “Some Key Action Points” at the conclusion of each chapter. These and other devices will help to facilitate, indeed expedite frequent review of key material later.
Michael Silverstein, Dylan Bolden, Rune Jacobsen, and Rohan Sajdeh provide an abundance of information, insights, and counsel that can be of incalculable value to leaders in any organization, whatever its size and nature may be. However, that said, having a sufficient number of "apostles" among the workforce is at least as important as having apostles among one's customers. All organizations that achieve and then sustain profitable growth have both. Years ago, Southwest Airlines' then chairman and CEO, Herb Kelleher, was asked to explain the "secret sauce" of his company's success. He replied, "We take great care of our people. They take great care of our customers. And our customers then take great care of our shareholders."
With all due respect to the importance of the great leaders discussed in this book such as Jeff Bezos, Brunello Cucinelli, Tony Hsieh, John Mackey, Howard Schultz, Chip Tindell, and Les Wexner, it is also important to keep in mind this brief passage in Lao-tse’s Tao Te Ching:
"Learn from the people
Plan with the people
Begin with what they have
Build on what they know
Of the best leaders
When the task is accomplished
The people will remark
We have done it ourselves."
1 of 1 people found the following review helpful.
Powerful
By Autamme_dot_com
Who doesn’t want massive growth at their business, except of course your competitors! This is an interesting, actionable and charming book that tells how many businesses developed and grew into great monster companies. The takeaway for the reader is hopefully some advice and guidance to help transform their own companies, as well as a great general read.
This is more than just yet another corporate history/look at this success-type of book. You get that, of course, too but it is topped and tailed by an authoritative yet concise series of “how-to” lessons. Even if you don’t think that your business has the potential to be the next Amazon or Victoria’s Secrets, maybe it would benefit from a bit of an under-the-hood service in any case? You can contrast your own ways of working to that of proven successful enterprises. Even a modest change could be worthwhile. You are getting a fair bit of advice from the principal author, who works as senior partner and managing director of Boston Consulting Group’s consumer practice – so even an hour of his time would cost a lot, lot more than this book. Seize the opportunity with both hands!
Central to the author’s message is the value of your customer; with a loyal customer on your side you can seek to turn them into your apostles so they will hopefully spread the word about you, and this can propel you to growth. You know the story about how one unhappy customer will tell a lot more people than a happy customer about their experience, so you need to really maximise and focus on the goodwill a really happy, active, customer can generate and positively encourage them to share the good word.
The author has cut to the core with eight branding rules to help: don’t ask your customers what they want, woo your biggest fans, welcome your customer’s scorn, looks do count, transform your employees into passionate disciplines, ramp up your virtual relationships, take giant leaps and find out what schismogenesis means (because It will save your relationships). These rules are more than just tired clichés. As you read through this very engaging book, you may begin to notice that the pieces begin to fall into place. Whether you choose to implement them, however…
This was an enjoyable book that manages to prise open a little niche in a very crowded sector. Even though the companies mentioned are hardly shy, retiring names that no one has heard of, the author has done a good job in extracting “additional value” from them and shares this to a wider audience.
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