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Copy Copy Copy
by Mark Earls, John V. Willshire
Copy, Copy, Copy: How to Do Smarter Marketing by Using Other People's Ideas
FOREWORD
INTRODUCTION
OPTICS, MATHS AND THE SCIENTIFIC METHOD
MARGINAL GAINS
HIS DARK MATERIALS
TALENT COPIES
WHY DOES ANY OF THIS MATTER?
IF IT WASN'T FOR YOU PESKY KIDS
THE TYRANNY OF THE SINGULAR
NOT ALL COPYING IS GOOD
MORE THAN A MASH-UP
AFTER THE HERD
DIFFERENT KINDS OF QUESTIONS
THE AMBITION OF THIS BOOK
COPIED FROM PEOPLE WHO'VE COPIED
LEARN TO CODE OR LEARN TO COPY?
1 IN PRAISE OF COPYING
WELCOME TO ELVISLAND
COPYCATTING AN ORIGINAL
ELVIS-A-LIKE
SHAKE A LEG
COPYING IS CHEATING
THE REAL JOE BIDEN
ME, MYSELF AND I
‘WE' FICTION IS SCARY
WEIRD
COPYING IS GOOD FOR YOU (AND ME)
I'LL HAVE WHAT SHE'S HAVING
NEUROLOGICALLY EFFICIENT
WE-THINK
PHONE A FRIEND
iSPREAD
2 HOW TO COPY WELL
A RACE TO THE TOP
COPYING ORIGINALS
BAD COPYING?
SHANZAI APPLE?
SINGLE WHITE COPYING
WE TRY EVEN HARDER
INVENTION AND INNOVATION
ORIGINALITY DOESN'T PAY
KEEP CALM
MAKING DELIBERATE COPYING ERRORS
CHINESE WHISPERS
MAKING ERROR
ERROR AND EXCELLENCE
COPY: ‘KOPERIEN', ‘NACHMACHEN' OR ‘ABKUFERN'
CUT-UPS
COPYING LOOSELY CAN BE DANGEROUS
COPYING AND EVOLUTION
COPYING, CHANGING AND PERIOD INSTRUMENTS
COPYING AND FIXING THINGS
FIXING BROKEN THINGS
POPULAR THING FOR A BROKEN THING
BROKEN THINGS AT SCALE
VERY SMALL OR FAR AWAY?
OVER THERE, OVER THERE …
THE MAKING OF MODERN RUSSIA
LET THE DOGS OUT
THE BRAINJUICER® EFFECT
BOTTLING THE JUICER'S RECIPE
RINSE AND REPEAT
STEALING FROM A DISTANCE – GAMES TO PLAY
WHAT WOULD THE DUDE DO?
NOT BEING ME
LEAVE YOUR JOB
KNOWING WHAT TO COPY
HOW TO WIN FRIENDS
THE CASE OF THE CASE STUDY
THE RIGHT TOOL FOR THE RIGHT JOB
THE VIRTUE OF A TIDY TOOLKIT
A ‘KINDA THING' KIND OF THING
KINDA THING
3 ‘WHAT KINDA THING?': MAPS AND DRAWING
DRAWING IS THINKING
DUCO ERGO SUM44
MAPPING SOHO
NURSE, NURSE!
MEANWHILE BACK IN THE DEPARTMENT
HOW CAN YOU LOCATE THE BEHAVIOUR ON THIS MAP?
QUIZ TIME
VOTE FOR ME!
A DIFFERENT KIND OF MAP OF HUMAN BEHAVIOUR
FROM A DESCRIPTIVE MAP TO A STRATEGY MAP …
WHERE NEXT?
NOTE
4 WHERE TO COPY FROM: THE PATTERN BOOKS
‘INDOCILIS PRIVATA LOQUI'54
METROLAND
PATTERN BOOKS AND ORIGINAL BUILDINGS
PATTERN BOOKS EVERYWHERE
‘I QUATTRI LIBRI'
BETTER
SALIENCE
EXPERTISE
POPULARITY
THE STRATEGIES
HOW TO USE THE PATTERN BOOKS
5 COPY BETTER
QUESTIONS VS. ANSWERS
1. WHAT KINDA THING
2. WHAT KIND OF STRATEGY?
3. WHAT DOES THAT LOOK LIKE?
THAT UNHELPFUL 'THING' THING
REALITY CHECK
HOW TO UNLOCK CULTURALLY ENTRENCHED BEHAVIOUR
WHAT HAVE WE LEARNED SO FAR?
AFTERWORD
SAVING MORE LIVES WITH F1
ON THE RIGHT TRACK
FORZA ITALIA
COPY COPY COPY
IF THIS, THEN WHEN ...?
WHAT DO WE DO THEN?
ORIGINALITY AND COPYING REDUX
REFERENCES
ABOUT THE AUTHOR
ACKNOWLEDGEMENTS
INDEX
EULA
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Copy Copy Copy
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FOREWORD
CONTENTS
FOREWORD
INTRODUCTION
OPTICS, MATHS AND THE SCIENTIFIC METHOD
MARGINAL GAINS
HIS DARK MATERIALS
TALENT COPIES
WHY DOES ANY OF THIS MATTER?
IF IT WASN'T FOR YOU PESKY KIDS
THE TYRANNY OF THE SINGULAR
NOT ALL COPYING IS GOOD
MORE THAN A MASH-UP
AFTER THE HERD
DIFFERENT KINDS OF QUESTIONS
THE AMBITION OF THIS BOOK
COPIED FROM PEOPLE WHO'VE COPIED
LEARN TO CODE OR LEARN TO COPY?
1 IN PRAISE OF COPYING
WELCOME TO ELVISLAND
COPYCATTING AN ORIGINAL
ELVIS-A-LIKE
SHAKE A LEG
COPYING IS CHEATING
THE REAL JOE BIDEN
ME, MYSELF AND I
‘WE' FICTION IS SCARY
WEIRD
COPYING IS GOOD FOR YOU (AND ME)
I'LL HAVE WHAT SHE'S HAVING
NEUROLOGICALLY EFFICIENT
WE-THINK
PHONE A FRIEND
iSPREAD
2 HOW TO COPY WELL
A RACE TO THE TOP
COPYING ORIGINALS
BAD COPYING?
SHANZAI APPLE?
SINGLE WHITE COPYING
WE TRY EVEN HARDER
INVENTION AND INNOVATION
ORIGINALITY DOESN'T PAY
KEEP CALM
MAKING DELIBERATE COPYING ERRORS
CHINESE WHISPERS
MAKING ERROR
ERROR AND EXCELLENCE
COPY: ‘KOPERIEN', ‘NACHMACHEN' OR ‘ABKUFERN'
CUT-UPS
COPYING LOOSELY CAN BE DANGEROUS
COPYING AND EVOLUTION
COPYING, CHANGING AND PERIOD INSTRUMENTS
COPYING AND FIXING THINGS
FIXING BROKEN THINGS
POPULAR THING FOR A BROKEN THING
BROKEN THINGS AT SCALE
VERY SMALL OR FAR AWAY?
OVER THERE, OVER THERE …
THE MAKING OF MODERN RUSSIA
LET THE DOGS OUT
THE BRAINJUICER
®
EFFECT
BOTTLING THE JUICER'S RECIPE
RINSE AND REPEAT
STEALING FROM A DISTANCE – GAMES TO PLAY
WHAT WOULD THE DUDE DO?
NOT BEING ME
LEAVE YOUR JOB
KNOWING WHAT TO COPY
HOW TO WIN FRIENDS
THE CASE OF THE CASE STUDY
THE RIGHT TOOL FOR THE RIGHT JOB
THE VIRTUE OF A TIDY TOOLKIT
A ‘KINDA THING' KIND OF THING
KINDA THING
3 ‘WHAT KINDA THING?': MAPS AND DRAWING
DRAWING IS THINKING
DUCO ERGO SUM
44
MAPPING SOHO
NURSE, NURSE!
MEANWHILE BACK IN THE DEPARTMENT
HOW CAN YOU LOCATE THE BEHAVIOUR ON THIS MAP?
QUIZ TIME
VOTE FOR ME!
A DIFFERENT KIND OF MAP OF HUMAN BEHAVIOUR
FROM A DESCRIPTIVE MAP TO A STRATEGY MAP …
WHERE NEXT?
NOTE
4 WHERE TO COPY FROM: THE PATTERN BOOKS
‘INDOCILIS PRIVATA LOQUI'
54
METROLAND
PATTERN BOOKS AND ORIGINAL BUILDINGS
PATTERN BOOKS EVERYWHERE
‘I QUATTRI LIBRI'
BETTER
SALIENCE
EXPERTISE
POPULARITY
THE STRATEGIES
HOW TO USE THE PATTERN BOOKS
5 COPY BETTER
QUESTIONS VS. ANSWERS
1. WHAT KINDA THING
2. WHAT KIND OF STRATEGY?
3. WHAT DOES THAT LOOK LIKE?
THAT UNHELPFUL 'THING' THING
REALITY CHECK
HOW TO UNLOCK CULTURALLY ENTRENCHED BEHAVIOUR
WHAT HAVE WE LEARNED SO FAR?
AFTERWORD
SAVING MORE LIVES WITH F1
ON THE RIGHT TRACK
FORZA ITALIA
COPY COPY COPY
IF THIS, THEN WHEN ...?
WHAT DO WE DO THEN?
ORIGINALITY AND COPYING REDUX
REFERENCES
ABOUT THE AUTHOR
ACKNOWLEDGEMENTS
INDEX
EULA
List of Illustrations
Chapter 1
Extract from
Pocahontas
(Disney) modified by Matt Bateman
Chapter 2
Darwin's finches
Chapter 3
Stevenson's original map
Snow's map of cholera cases
Causes of mortality in the army in the East
Chapter 5
The Little Parisian Boy, Paris, France, 1952
Guide
Cover
Table of Contents
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