Atul Minocha - Lies, Damned Lies, and Marketing: Separate Fact from Fiction and Drive Growth

Common sense about marketing in uncommonly well - told examples. Atul Minocha has lived it, and you would be wise to go on his journey of experience and wisd om.

Chuck Alvey, Vistage Chair

Taking a forest view and working with the trees in this business jungle is what Atul does best. He used his framework and principles to help us grow 6x in five years and get acquired by a large services company in 2020. The same methodical and logical approach is reflected in this must - read book for CEOs and business owne rs.

Anurag Kumar, Founder and CEO, iTexico (an Improving company)

Real - world experience trumps long - standing myths to create a much - needed pragmatic CEOs guide to getting the most from marketing. Easy read with thoughtful analysis and exampl es.

Dan Kerpelman, President and CEO, Bio-Optronics Inc.

In the work that Atul did for our company, I learned many of the lessons he elucidates in Lies, Damned Lies, and Marketing. It reminded me why his approach was so effective: he asks the right questions and distills complex systems into clear, actionable ide as.

Molly Kellogg, CEO, Hubbard-Hall Inc.

Chock - full of great advice from an experienced CMO who is passionate about helping companies make sense of their marketing. At Rsler, we worked with Atul and implemented many of the recommendations he outlines in his new book. And we see the impact on our business. Thanks for providing this manual with a lot of practical advi ce.

Bernie Kerschbaum, CEO, Rsler Metal Finishing USA

In this book, Atul reveals at least a dozen lies that have been served by marketing agencies. I know of no better way to learn the truth about marketing and reap its benefits. Invaluab le!

Patrick Renvoise, President, Sales Brain, LLC; co-author of The Persuasion Code

Atul does a wonderful job of breaking down marketing into small, bite - sized areas of improvement which allow you to quickly alter your marketing strategy and the impact it has by attacking the area that needs improvement. All this without all the flu ff!

Stephen Blanchard, COO, TRIO Electric, LLC

I like the way Atul has brought out the importance of a cohesive marketing strategyakin to a good conductor of an orchest ra.

Arun Mirchandani, former CEO, PEC Limited

This is a book that all C - level (and marketing) executives can benefit from reading. The insights into the why as well as the how to provide valuable contributions to progressive company growth strategies. Authors extensive personal experience adds credibility to what works well and what doesn t.

Bob Goff, Chair Emeritus, Sierra Angels

Atul brilliantly frames marketing in big - M and small - m terms and guides decision makers on how to bring the two together to profitably navigate the myriad of decisions to build coherent strategies, build brands, and drive growth. Lies, Damned Lies, and Marketing is a must - read for all business executiv es.

Kamesh V. Chivukula, former COO, Rea Magnet Wire Company

This book has changed my outlook on marketing. Atuls book is a nonintimidating how - to guide for getting the most out of marketing. I have bought and half - read many business books, usually never past the first twenty pages. With this one, I learned something useful every time I turned the pa ge.

Danll Wilson-Perlman, CEO, Reno Tahoe Limousine

Sharp and simple insights from years of practical experience are succinctly put and illustrated contextuallymaking this an extremely relevant read for anyone wanting to get more out of their marketi ng.

Sandeep Singh, CEO and MD, Tata Hitachi Construction Machinery, India; Executive Officer, Hitachi Construction Machinery, Japan

Atul Minocha has written the best strategic and how - to marketing book for small and midsize businesses I have read. The book captures the marketing dilemmas faced by company CEOs and provides marketing strategies and tactics for creating and maintaining a long - term , successful marketing approa ch.

Randy Yost, Vistage Chair

Through this book, Atul has brought together his rich experience across multiple decades, from starting off as an accidental marketer to working with multinational companies globally, practicing the art and science of marketing. Filled with real - life experiences and anecdotes, this book demystifies the world of marketing in an ever - changing world moving from brick and mortar to mouse clicks and mobile. It will definitely help CEOs and other C - level executives leverage the new - age marketing tools while avoiding many common pitfalls. Excellent read from an accomplished practition er.

Vipin Sondhi, MD and CEO, Ashok Leyland