The Art of War for Small Business: Defeat the Competition and Dominate the Market with the Masterful Strategies of Sun Tzu by Becky Sheetz-Runkle

Author:Becky Sheetz-Runkle [Sheetz-Runkle, Becky]
Language: eng
Format: epub, mobi
Publisher: AMACOM
Published: 2014-06-11T04:00:00+00:00

5-HOUR ENERGY

You’ll read more later about Manoj Bhargava, founder of Living Essentials, the makers of 5-Hour Energy, because he illustrates some other Sun Tzu attributes. Since he first created his energy shot, Bhargava has known how the product should stand out in the market. He created advertising campaigns that articulated his vision for how best to connect with buyers who had never seen anything like his product. The early 5-Hour Energy TV commercials received very poor industry reviews. But Bhargava is indifferent. He didn’t use an ad agency because “they want to win awards; we want to sell stuff,” he said in a keynote address. “We wanted to tell people what it does, and they can buy it.”10 That is, after all, the main idea, isn’t it?

The commercials didn’t win any prestigious awards, but they did increase the product’s sales by 50 percent in three months, according to Bhargava. His message was to focus on 5-Hour Energy’s value proposition and how it would create an entirely new category.11

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