**Marketing without money**

Marketing without money

Edward De Bono is the originator of the term lateral thinking. He is regarded by many as the leading authority in the world in the field of creative and conceptual thinking and the direct teaching of thinking as a skill. He was one of my earliest mentors.

Imagine my delight when the innovative and very well connected Shelly Sykes (see http://www.shelleysykes.com/), arranged for me to meet and spend time with Mr De Bono when he was recently in Sydney. I’m currently reading his latest book Marketing Without Money which he co-authored with John Lyons. The book examines how 20 entrepreneurs crack markets with their minds by focusing on supertition (going beyond competition where you can lead rather than be a ‘me too’ follower and competitor). It’s a great read.

One of the things I most liked about Mr De Bono was his ability to reduce the complicated to the uncomplicated. In the book they begin by stating “We redefine marketing as creating outstanding value and being famous for it!” Simple, succinct, synoptic. WOW!

Have a wonderful week.

Max Hitchins - The Hospitality Doctor - with Secrets, Tips, Tonics and Remedies to fill your Rooms, Restaurants and Bars - - http://www.HospitalityDoctor.com

**PS. Have you noticed how major companies, when their profits turn down, always say “We need go back to the basics.” My question is (and I think Mr. De Bono would concur) “Why leave the basics?”