I started to work with Jalal İbrahimi who is my mentor and he recommended me two books in our first mentoring session. The first one is How Brands Grow: What Marketers Don't Know by Byron Sharp. As a finance professional, it has been a while since I haven't read a book purely on marketing since my MBA graduation. There were many "aha moments" while I was reading the book and connecting the learnings with the ideas in the weekly commercial team meetings. So, let me share my highlights from the book.
The most important knowledge contained in this book: No marketing activity, including innovation, should be seen as a goal in itself, its goal is to hold on to or improve mental and physical availability.
