: Identifies the nature of the decision-making process in each quadrant.
: The book features examples from diverse fields including the British Olympic Cycling Team, Great Ormond Street Hospital, and pop culture icons like Elvis and Shakespeare to demonstrate that "copying to greatness" is a universal human trait. Availability and Pricing Copy, Copy, Copy: How to Do Smarter Marketing b...
: Plots whether a choice is informed/uninformed and independent/social. : Identifies the nature of the decision-making process
: Specifies the optimal marketing strategy (e.g., expertise, popularity, or salience) for that specific scenario. : Specifies the optimal marketing strategy (e
: He distinguishes between "slavish" repetition (Tight Copying), which fails to innovate, and "Loose Copying," which allows for the error and variation necessary to create something better than the original.
: Earls provides three specific maps to help identify which marketing approach will be most effective based on consumer behavior:
: Earls advocates for looking "far away" (at other industries or categories) to find solutions for local problems, showing how cross-pollinating ideas leads to breakthroughs.