Book review:Think Two Products Ahead: Secrets the Big Advertising Agencies Don’t Want You to Know and How to Use Them for Bigger Profits by Ben Mack

With Think Two Products Ahead, Ben Mack offers a professional’s point of view for positioning your product or service in the minds and hearts of your consumers.
In the author’s words, “Branding is about identifying what is attracting customers to buy your product, your common thread, and weaving this thread into your product and communications as fully and authentically as possible.”
By following these bite-sized chapters and choosing to answer the information-gathering questions posed at the end of each, you will be well on your way to garnering your customers’ usage of what you have to offer. Mack offers an approach to create loyalty for your current product and even more importantly, ensuring a loyal following “two products ahead.”
One of the many concepts he expounds upon is “framing.” Framing is about packaging ideas to make them more compelling to your target audience. Consistency in communication with your customer is important also.
The author is generous in citing the men who have influenced and inspired him. Mack is an ad-man with a background working for major advertising agencies in the U.S. and draws upon that experience to support and illustrate his points. He offers many website links throughout the text for more information.
Mack has framed his book for the forward-thinking business person who has a valuable product or service now, and who is also excited about the future of his next venture. Mack successfully presents, explains and delivers a process on which a committed business person can model his own prosperity.

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