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Marketing for Scientists - An Introduction
I don't know how I am going to share the lessons learned from this book yet. Either summarize the main ideas, chapter after chapter, or comment as my perusal goes on. I've only read a couple of chapters so far, and my overall impression is that this book is not only great, it contains most valuable information for scientists.
In my experience, at least one experiment always works: Try saying “Marketing” or “Branding” in the presence of a scientist and observe what happens next... Doesn't it remind you of showing a crucifix to a vampire? (Yes, I know, sorry... My analogy isn't a very happy one, especially since the agenda of this company is to help scientists communicate, not to scare them away... Nevertheless... I can't come up with a better description of the impression I get every single time).
It is as if, marketing and branding, were “dirty” concepts, that would necessarily betray scientific integrity, distort facts, tell the wrong story.
The author confirms this stereotype. As an astrophysicist, he always kept as far away as he could from commercial concepts. But as a country-music songwriter, he quickly realized that if he wanted to be noticed and get his music published, he had to understand and use the techniques of marketing to turn his passion for music into an acknowledged success. Thinking back about his experience, he realized that, as a scientist, these techniques could actually help him as well. The whole book is about his experience, his understanding of this weird new universe and his tips and tricks to help other scientists get their papers read, their sponsors convinced, their audience informed.
I guess I'm going to share the story chapter after chapter after all.
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