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Reviewed by K.C. Finn for Readers' Favorite
Tightrope: Marketing Differentiation for New Businesses is a work of non-fiction aimed at new business entrepreneurs who are seeking growth in today's complex market. Penned by author Duane vK. Lamb, MMBA, this short but detailed volume of advice uses the metaphor of the tightrope to symbolize the balance between retaining and maintaining a core customer base whilst also attracting the growth of new customers. It offers succinct guidance in many different areas to promote what is termed ‘organic growth’, in which a solid base with good business alliances allows businesses to grow on their own, and with the utilization of technology and social media marketing.
For newcomers to the business world, author Duane vK. Lamb writes with confidence and assurances, backed up by many years of education in the business world and real-life experiences. The user-friendly dialogue and terminology used give an overall welcoming feel right from the first pages, explaining the marketing tricks and tips whilst keep the goals and strategies as simple and jargon-free as possible. The volume also collects together and simplifies advice and references from some other business gurus, condensing and contextualizing it to suit the tightrope model of thought. I enjoyed the organization of the different sections, taking readers from a theoretical concept of the right mindset into deeper, more practical exercises and strategic implementations as the guidebook progresses. Overall, Tightrope: Marketing Differentiation for New Businesses delivers exactly what it promises, and is certainly a recommended read for all prospective and new entrepreneurs.