Swimming with sharks

Author: Jan Boleslavský

Stefan Engeseth is one of the most creative speakers in Europe and he is also the author of several successful books about marketing and entrepreneurship like Sharkonomics, Detective Marketing and One.

Since 2014, Stefan Engeseth is also a lecturer on the prestigious MBA program at the University of New York in Prague, where he inspires and leads students to maximum creativity in business and entrepreneurship.

In his book Sharkonomics, he creates creative parallels to the world of nature and sharks and provides a fresh look at business. Sharks are not only nature’s most revered killers, they are highly strategic and efficient predators. Studying their behavior and instincts can provide lessons for companies of any size who want to attack the competition. Stefan Engeseth argues that taking market share from market leaders is about being aware, creating presence and punching above your weight. By applying the behavioral traits of the shark, Engeseth has created a number of highly practical business strategies – including striking unpredictably, developing a sensory system, hunting in packs, and locating blind spots. The more competitive your marketplace, the more effective Sharkonomics can be. After all sharks have been evolving for over 420 million years and are still very much the leaders in their space.

Why Sharkonomics? Because in nature, sharks have to move to survive. But in business, according to Stefan Engeseth, most market leaders remain static, because they are stuck in history – and eventually they become shark food. Sharks don’t perform by producing endless Power Points; they take chunks out of market share. Sharkonomics also includes tactics for companies to defend themselves against attack.

You can find out more about Stefan Engeseth and his books at:

http://www.sharkonomics.com

http://www.detectivemarketing.com

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