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Nothing is more inspiring than a big vision that becomes a triumphant, new reality. Think of how the Empire State Building went from a sketch to the jewel of New York’s skyline in twenty-one months, or how Apple’s iPod went from a project with a single employee to a product launch in eleven months.

These are wonderful stories. But most of the time big visions turn into nightmares. Remember Boston’s “Big Dig”? Almost every sizeable city in the world has such a fiasco in its backyard. In fact, no less than 92% of megaprojects come in over budget or over schedule, or both. The cost of California’s high-speed rail project soared from $33 billion to $100 billon—and won’t even go where promised. More modest endeavors, whether launching a small business, organizing a conference, or just finishing a work project on time, also commonly fail. Why?

Understanding what distinguishes the triumphs from the failures has been the life’s work of Oxford professor Bent Flyvbjerg, dubbed “the world’s leading megaproject expert.” In How Big Things Get Done, he identifies the errors in judgment and decision-making that lead projects, both big and small, to fail, and the research-based principles that will make you succeed with yours

Masterful Marketing draws upon extensive case studies and research to provide practical guidance that will prove invaluable for any marketer, regardless of their seniority or sector. It focuses particularly on a value-based approach, providing insights that will allow the reader to recognise and effectively target the customers, platforms and approaches that will have the greatest returns.

Social and technological developments have transformed both the nature and effect of marketing. Previously, large sums of money could almost guarantee that a new campaign will be noticed, or that new branding will become iconic. Yet, with the onset of social media and the downturn in traditional media avenues, the primary platforms for marketing have become democratised. While access to such platforms may be easy and often cheap, they are competitive battlegrounds in which a marketer must vie for the customer’s attention with any number of distractions or competitors. Only through the value-based approaches outlined in Masterful Marketing will your marketing efforts stand out in this crowd and draw in customers.

In today’s marketing world, your personal brand, the relationships you build and the expertise you share has the capacity to move you from best kept secret to highly sought expert. This is mainly contingent upon the value based marketing you create. With this book, readers will gain the combined experience and wisdom of its co-authors Alan Weiss and Lisa Larter. Alan brings his decades of experience as a consultant and entrepreneur to provide practical, motivational guidance, while Lisa brings her expertise as a digital marketer and strategist to provide fascinating research-based insights into marketing strategy.