Ralph's Book

Book CoverBusinesses often are started by entrepreneurs with an idea, a product or service, or an expertise. Many of them fail, not because the idea or product isn’t good, but because their attention is overwhelmingly directed internally – e.g., what goes into the product – when they should focus externally, always reminding themselves:

“It’s The Customer, Stupid!”

That’s the premise of Ralph Crosby’s new book, “It’s The Customer, Stupid! Lessons Learned in a Lifetime of Marketing.”

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Tony Mikes Book Review

“Crosby Marketing Communications’ rise to be among the top marketing agencies in the country was carefully planned and based on very important and insightful marketing knowledge and practice, much of what Ralph Crosby describes in this book.

“Ralph has done a great job of providing an overview of what 21st century marketing will look like, and how businesses need to adjust and adapt to the new realities.  All of this in a well-written but casual style, filled with practical examples and real life experiences.

“This is a book that will help you succeed in business by listening to the customer and joining in on the conversation, rather than trying to bludgeon people into buying your product or service.”

Tony Mikes
Founder & Managing Director
Second Wind Agency Network