This book is written for start-up entrepreneurs and small and medium sized business owners in mind. There are too many branding, marketing and business books or conferences focusing on multi-national corporations and big brands such as starbucks, coke, vodka and Louis Vuitton. Honestly , ken chee find them impractical for small business owners.
From here, you learn how to study your competitors and find the gap between a mega problem and the solutions provided in the market. This gap is actually an unoccupied niche in the marketplace, representing pent up demand for a product or service and therefore, a business opportunity. However take note that if that niche does not reflect a pent-up demand for something, then your business will remain small.
In the second part of the book, Ken Chee talk about return on investment (ROI) marketing. Ken Chee found many SMEs and OMOs(one-man-operations) lacking in the area. In fact, there are extremes. Some people are so good at it and yet it backfires. Why? Because the use what his call a painkiller approach.
The third part of this book concerns systems, which a lot of marketing consultancies and marketing gurus do not touch on. He feel that having a system is extremely critical especially for SMEs and OMOs. Without one, you can’t scale up. You can’t franchise, you can’t license. It is highly unlikely that an investor would want a stake in your business.