A little over three decades ago Barry Belcher and Edward Valenti made marketing history, and consequently became both filthy rich and extremely famous. How? Their great accomplishment seems too simple to be true: they took an already existing product (in this case a kitchen utensil), assigned it a Japanese name, and promoted it creatively (and aggressively) through a series of wacky television commercials. Their approach worked powerfully, and so strong was their branding that – even today – you’d be hard pressed to find any one in the English speaking world that hasn’t heard of the Ginsu Knife.

But wait, there’s more…

Having accomplished the improbable in a spectacular manner Becher and Valenti then repeated their success by applying their formula to various other products. Miracle Painter and Armourcote Cookware both existed prior to their TV transformation by the Ginsu Guys. Becher and Valenti neither invented nor created these items. They ordered them, in vast quantities, from those who did. The Ginsu Guys’ genius was demonstrated through their ability to identify and celebrated a product’s uniqueness, to glorify its practical purpose, maximize its appeal through creative advertising, then create the systems needed to rake in the profits.

Any one wishing to succeed in the game of life, or who is responsible for helping others to succeed, can certainly benefit by listening to what the Ginsu Guys have to say about becoming successful. 

In ‘The Wisdom of Ginsu’, published by Career Press, Becher and Valenti share the amazing tale of their ongoing journey from success to even greater success. As you accompany them you can’t help but acquire some insight into the perspectives and practices that helped them realize the American Dream. In keeping with their formula, much of their advice is presented in witty Ginsuisms like ‘Not Making a Mistake Is a Big Mistake’ and ‘Never Settle for What People Tell You’. And like their mini-infomercials, this tome of self-help is mostly humorous and extremely entertaining. 

Though the authors admit that many of their hard-core, and hard won, success secrets are not to be found in this – or any other – book, there is much of practical value here for anyone wishing to maximally benefit from the process of making their mark on the world.

Review by Hercules Invictus

Originally Published in 'Literacy That Works'

Larger Than Life Living in Today's World

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