The Hero Trap: How to Win in a Post-Purpose Market by Putting People in Charge (okładka  miękka, wyd. 06.2020)

Most companies today are firmly on the social and environmental issues `bandwagon`, like bees around a honey pot, from plastic in oceans through to diversity. As a result, people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more. 'Try to fly like a superman, and you will come down like a tin of soup.' Market economists have long told us that we`re driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger force: we wish to be in charge of our own lives and our own happiness. Through extensive growth and affinity research, world-renowned purpose-pioneer, Thomas Kolster, uncovers a simple answer that is key to driving marketing growth in the 21st century: if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a 20-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global non-profits fighting for men`s health, Movember - and how you can empower people to do the same. Today`s power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers. Drawing on top-line marketing case studies and in-depth interviews, Kolster demonstrates how people are truly motivated to act when they`re in charge of their own life and happiness. `Who can you help me become?` is the one essential question you need to be asking and acting on to chart a new course for your organisation, changing behaviours at scale and unlocking sustainable growth that benefits all.