Let's just call it serendipity. About a dozen of us Confab folks were waiting at the gate to catch a flight to Denver out of Reno for connections to various points east. I was thinking about which book to review for this newsletter and there was Gary, "The Scientist-Marketer" with the second edition of this book. "An end to frustration in Marketing" proclaims the subtitle, and the cover goes on to pronounce "Eight Mental Barriers That Kill Both Business and Businesses."

This is the kind of book I normally flip through and toss aside, looking for something "meatier." I didn't this time, though, because Scientist-Marketer had a familiar ring to it (it should, although I hung up my lab coat 25 years ago).

Background pedigree aside, this book demands your attention because it highlights the engineer in ALL of us. Look at your latest marketing/sales brochure. What does it talk about up front? Product features, no doubt, even if your product is a service such as research and consulting. "We conduct market research... we gather customer satisfaction data...we are the HR experts...we can network your office." Product features. An engineering (product) and ego-driven mentality. NOT the mindset shift to a "truly strategic, value-driven, customer-centered, systems-oriented" approach to your business.

Are you frustrated with your marketing efforts? Go to: http://www.market-engineering.com/

or e-mail Gary Lundquist at: gary@market-engineering.com

to purchase this book.