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Hardcover
204 pages
ISBN 9780385525787 Published Feb. 2009
Broadway Books
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Posted July 28, 2009 2:46 p.m. by todd-sattersten
In Lists - 800 CEO Read Blog
We know summer is already starting to wane, but we haven't linked to Business Week's recommending reading for the season. Having recommended quite of few of these, we think this is a great list.
- Rubies in the Orchard by Lynda Resnick with Francis Wilkinson
- Reality Check: The Irreverent Guide to Outsmarting, Outmanaging and Outmarketing Your Competition by Guy Kawasaki
- Outliers: The Story of Success by Malcolm Gladwell
- Leadership in the Era of Economic Uncertainty: Managing in a Downturn by Ram Charan
- The First Tycoon: The Epic Life of Cornelius Vanderbilt by T.J. Stiles
- How We Decide by Jonah Lehrer
- The Breakthrough Company: How Everyday Companies Become Extraordinary Performers by Keith McFarland
- In-N-Out Burger: A Behind-the-Counter Look at the Fast-Food Chain That Breaks All the Rules by Stacy Perman
Jack Covert Selects - Rubies in the Orchard
Posted March 13, 2009 5:36 a.m. by 800-ceo-read
Rubies in the Orchard: How to Uncover the Hidden Gems in Your Business by Lynda Resnick with Francis Wilkinson, Doubleday, 204 pages, $24.95, Hardcover, February 2009, ISBN 9780385525787
When Lynda Resnick and her husband, Stewart, invested in some land that just happened to yield pomegranates, they didn't think it would propel them into one of the most interesting tales in recent product marketing. But, Stewart suggested they try farming the fruit, and the result was a juice in a little bottle called POM. Resnick's Rubies in the Orchard chronicles the ups and downs they had to go through to not only brand their product, but to find ways of getting the public to want to buy a more expensive bottle of juice--one that's not mixed with other juices or corn syrup to make it more affordable.
POM aside, Resnick's remarkable life and incredible adventures in marketing are the main focus of this book. From her brushes with the good ol' boys of advertising, to the more recent Internet debacles and naysayers of her tactics, Resnick has survived with her heart (and wit) in place. Resnick started in flowers (Teleflora), and went on to a little place called the Franklin Mint. She saw something there that the Mint hadn't done before, and through her determination, figures like Scarlett O'Hara and Marilyn Monroe came to life again and not only sold well, but engendered a new respect of the Mint with collectors.
Resnick urges us all to reconsider the old adage to "think outside the box," especially to marketers searching for ways to promote their product. She counsels "If you want to locate and nurture the value of your brand, please don't think outside the box." By doing the opposite and thinking "inside the box," or "inside the pomegranite" with POM, she found that the bottle should look like the pomegranate fruit itself. As a result, POM stands out like no other fruit juice on the shelves. By "thinking inside the volcano," she found the Unique Selling Proposition that would make Fiji Water such a desirable brand--the fact that it's been naturally filtered by volcanic rock for two hundred years, has been sitting in an underground aquifer and is "utterly untouched by man until you unscrew the cap."
Rubies in the Orchard is a great tool for anyone in marketing, but the lessons she teaches are applicable to anyone in business--and to life in general. When in doubt, Resnick's consistent message rings out: "Think inside the box." Try it yourself.
Lynda Resnick on Charlie Rose
Posted March 5, 2009 4:50 a.m. by dylan
In Marketing - 800 CEO Read Blog
When Lynda Resnick sent us advanced reading copies of her new book, Rubies in the Orchard: How to Uncover the Hidden Gems in Your Business, she didn't just put them put them in one of the many bubble mailers or publisher boxes we're flooded with every day. She placed them amongst pomegranate goodies, Fiji Water and other products she's marketed over the years in one of the nicest care packages we've ever received, all nicely presented in a wicker basket. She is, to be sure, a masterful marketer, and she sat down with Charlie Rose recently to share some of her secrets. If you like what you hear, check out her book for more of the same.
