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| Featured Author, Dan Mack |
Why do you feel you had to write "Dark Horse: When Challenger Companies Rise to Prominence"?
The idea of the writing about dark horse companies was birthed out of my own fascination with how smaller upstarts – in anything – sneak up on competitors and takes the prize. I don’t think I am the only one attracted to this phenomenon, because many of us in our hearts can relate the dark horse imagery. Most people are dark horses and when we see challengers succeed, it inspires us go after our own dreams, even if it seems lofty.
For me dark horse businesses, like sports teams are metaphors or inspirations for all of us.
From where do you get your ideas?
The majority of the ideas and inspiration for the book initially came from a personal experience I had as the leader of sales of GOJO Industries the creator of PURELL Instant Hand Sanitizer – which was a Dark Horse if there ever was one. Essentially the core blueprint for to thrive as a dark horse company was derived from my experiences running that sales and customer marketing process. I also had the unique opportunity of testing these ideas birthed with PURELL at a small company (in need of repositioning) called Dentek Oral Care, who competed for retail space with the likes of J&J, Colgate and P&G.
What I found most interesting, was that the practices and philosophies used by both GOJO & Dentek were very similar to the numerous smaller dark horse companies I researched over a five year period including organizations such as Method, Ricola, Beiersdorf (NIVEA), Whole Foods and many more.
Do you ever experience writer's block, and how do you overcome it?
I have always believed that writer’s block is another word for either lack of inspiration or taking yourself too seriously. When I have a difficulty putting ideas down on paper, I normally see two things occurring in my own life. I am either trying to impress or don’t really have much to say. When this occurs, it is time for me to go get lost in something that shifts my emotions, inspires me spiritually, or I look for quiet back roads to go get lost on my bike. For me it’s all about shifting my state of mind, allowing me to look outwards, versus being focused inward.
What advice would you give to aspiring writers?
Write about things that make you laugh, bring you to tears or make you angry. We all have a number of topics that are center to our own identity and calling, and our job is to let that out. There is nothing worse than listening to others speak (or write) on a subject that they are not aligned or passionate about. “Write about things that are center to who you are, where your voice is authentic.”
How do you market your work? Are some avenues more successful than others?
One of the key growth enablers of dark horse companies is that they partner with other 3rd party influencers allowing them to market their ideas or products. This is very core to my marketing plan. We live in a world, where most people have a difficulty trusting most forms of advertising, so I am choosing to build awareness of the book through a trusted group of influencers in my industry. Influencers that support what I do and are real advocates of the book. That will include leaders of companies, associations, executives, and other leaders in the arts.
If your book was made into a movie, who would play each role?
Since this is a book about dark horse companies that may be a bit difficult. But if the CEO of GOJO (PURELL) was played by someone Gene Hackman would be an awesome choice. Also Christian Bale could play the co-founder of Apollo Consumer Products and Johnny Depp would be ideal as the co-founder of Method.
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About the Author, Dan Mack
Dan Mack brings 25 years of strategic sales, business development, and industry insights to his clients. He is the founder and leads the prestigious Elevation Forum executive group that provides counsel and insight to many of today's growth companies. His consulting practice offers executive counsel, training and growth strategy to emerging companies. Mack started his career with GlaxoSmithKline, served as VP of Sales and Customer Marketing at GOJO Industries, helping to build the PURELL brand and assisted with the corporate turnaround of Dentek Oral Care. Mack is an expert in driving sales alignment and elevating how companies engage with their top customers. Dan received his B.A. in Business Administration / Psychology from Hope College, Holland, MI and resides in Chicago, IL with his wife and two sons.
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For media queries, please contact:
Dan Mack
Email: dmack@tsg-us.net
Address: P.O. Box 1681, Hermitage PA
ZIP: 16148
Phone: 330-360-5131
Website: http://DarkHorseBook.com
Twitter: https://twitter.com/DanielPMack
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BUY THE BOOK:
Amazon: http://www.amazon.com/Dark-Horse-Challenger-Companies-Prominence/dp/0988962861/