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Jumboking’s Dheeraj Gupta backs Al Ries' 22 Immutable Laws post-pandemic
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Friday, 03 July, 2020, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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If anything, Covid-19 has been a wake up call for a sharp focus and efficient deployment of resources. Reiterating the need for the restaurant industry to focus, in order to establish critical expertise, scale and purchasing power, Dheeraj Gupta, the MD of Jumboking, has reprised The 22 Immutable Laws of Marketing, the classic 1993 bestseller published by the American author Al Ries and business theorist Jack Trout.
“Thanks to the pandemic, the QSR industry has been hit particularly hard. These laws are extremely helpful to make sense of how to re-build in a post-Covid world,” says Gupta. Moreover, Gupta has always believed in the power of finding mentors through reading. This resonated with a 2013 executive coaching survey by Stanford, in which 80 per cent of CEOs said they received some form of mentorship.
Some of the laws include, the law of leadership, the law of category, the law of duality, the law of hype, the law of acceleration and the law of resources.
Gupta adds, “The best learning from the book is to examine marketing as a battle of perceptions and less of products; to narrow the focus to a single word or concept, to keep the CEO’s ego from impairing the brand's marketing vision by acknowledging prospect’s views.”
He has invariably encouraged entrepreneurs to read other books by Al Ries and Jack Trout’, such as Focus: The Future of Your Company Depends on It and Positioning- The Battle for your Mind.
The entire playlist is available on YouTube, for entrepreneurs to relive the timeless wisdom of the authors, with an Indian twist.
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