Proganjanje repa: Harry Potter i dugi rep

Kad bi Harry Potter vodio General ElectricSubota započinje mojim redovnim zaustavljanjem do Granice. Naručio sam Googleovi hakovi izvan Amazona, kako bih ovaj vikend mogao raditi na nekim zakašnjelim sučeljima za mapiranje za ResortPub. Naručio sam dvodnevnu dostavu, ali knjiga nije stigla ... praćena je do Columbusa, OH. Mislim da je ovo prvi put da nisam dobio narudžbu od Amazona na vrijeme - nadam se da se neće ponoviti.

Povratak na svoju poantu ... Nalazim se na Granicama i slučajno vidim knjigu Kad bi Harry Potter vodio General Electric. Trenutno čitam Dugi rep i govori o intrigantnom konceptu da napredak tehnologije u računalima, internetu i distribuciji potiče prodaju proizvoda koji nisu u najvišim percentilima. To je sjajna knjiga. Upravo pročitavši Freakonomics, ovo je savršen kompliment.

Dok sam gledao naslov Kad bi Harry Potter vodio General Electric, Nisam mogao a da mi ne bude zanimljivo da je autor Tom Morris, iako afirmirani autor s izvrsnim kritikama, iskoristio uspjeh Harryja Pottera da gurne svoju knjigu 'na rep'. Posjetitelji Amazona koji pretražuju Harry Potter naći će ovu knjigu na 30. mjestu u njihovim rezultatima pretraživanja. Harry Potter možda je najuspješnija serija knjiga svih vremena. Djeca i roditelji stoje u redu i gladni su sljedeće knjige. Dok pregledavaju Amazonu, ne mogu se ne zapitati koliko je njih tisuća kupilo ovu knjigu.

Također me zanima je li ovo bila namjerna marketinška strategija gospodina Morrisa i njegovog izdavača! Sveukupno, njegova je knjiga na Amazonu procijenjena na 66,951, dok je posljednja knjiga 154,295. Je li Tom Morris jednostavno postao bolji pisac u posljednje 3 godine? Ili je njegova knjiga progonila Harryja Pottera i odvela ga dalje prema Dugom repu?

Robert Scoble & Shel Izrael govorio o ovom trendu koji se javlja sa Goli razgovori. Zanimljivo je pomisliti da bi se ovo ipak moglo iskoristiti kao strategija!

2 Komentari

  1. 1

    Hi Douglas! Thanks for noticing the book! I hadn’t read any of the Harry Potter stories until about 3 or 4 years ago, a young philosopher called me to ask me to write an essay for a book he was going to edit – Harry Potter and Philosophy. I didn’t have time to take on the project, and felt no inclination to, but he was a student of one of my favorite PhD students, so as a favor to him and his teacher, whom he had enlisted in calling me about the project, I agreed to at least look at the first Potter book. I was instantly hooked, and read them all 6 times each! I wrote an essay for the young professor’s book and then couldn’t stop writing. There were so many amazing insights about life and leadership in these immensely popular stories that no one was talking about. Pretty soon I had 300 page – a book! It was called “Harry Potter and the Meaning of Life” but the top business editor, a friend of my agent, got hold of it, saw the level of leadership wisdom in it, and asked me whether I could turn it into a book that would be as much a business book as a life guide. I was dubious at first, but while rereading it became convinced.

    After teaching at Notre Dame 15 year in the philosophy department, I now speak to large business groups all over the country. The Doubleday editor knew that a business title would appeal to my audiences. He said “Everyone at Doubleday loves your 1997 book If Aristotle Ran General Motors and so does every CEO I know, so would you be willing to do a parallel title?” I did lots of research and so did Doubleday, and we agreed on If Harry Potter Ran General Electric as a fun way to go.

    Companies have ordered thousands of copies, CEOs have picked it up and then bought it for all their reports and execs, and now the Harry Potter fandom has discovered it. So it’s my first book since 97 to hit bestseller lists (this summer The Wall Street Journal, CEO Read, BookJive).

    It is an interesting marketing device – a title that is descriptive, evocative, vivid, fun, and that appeals to two very different book buying publics.

    And – by the way – I think that every book I write is the best I’ve ever done, but then years later I love them all equally like children.

    Thanks for noticing!!!!!

    Tom Morris

  2. 2

    Loved this Harry Potter article. Have you guys checked out Harry Potter Forums Thats the first place that posted the news about the latest Harry Potter Movie, Harry Potter and the Order of the Phoenix.

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