The Hero Trap av Thomas Kolster

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<P>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.</P><P>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 Air