Name: Lies, Damned Lies, and Marketing
Author: Atul Minocha

About the Book

When it comes to your relationship with marketing, it’s time to wipe the slate clean. You’ve been promised big results with a quick turnaround. You’ve been told that social media is a silver bullet for increased sales (so far, you haven’t seen an impact). Your marketing team and vendors have overpromised and underdelivered, and you’re disappointed. You’re frustrated. Perhaps you’re close to giving up on marketing entirely, but something tells you that you shouldn’t—you just need to know how to use it wisely. In Lies, Damned Lies, and Marketing, Atul Minocha reveals the root causes of your frustration and provides you with the insight you need to utilize your marketing dollars for real results. He helps you understand why you need marketing, the important distinctions between marketing and sales, and how to attain the right blend of hard data and softer creativity to persuade your audience. Bringing with him more than thirty-five years of experience, Atul shows you how to make marketing work for you and finally achieve the results you’ve been waiting for.

Praise

“Taking a 'forest' view and working with the 'trees' in this business jungle is what Atul does best. He used his framework and principles to help us grow 6x in five years and get acquired by a large services company in 2020. The same methodical and logical approach is reflected in this must-read book for CEOs and business owners.”

— Anurag Kumar, Founder and CEO, iTexico (an Improving company)

“Real-world experience trumps long-standing myths to create a much-needed pragmatic CEO's guide to getting the most from marketing. Easy read with thoughtful analysis and examples.”

— Dan Kerpelman, President and CEO, Bio-Optronics Inc.

“Through this book, Atul has brought together his rich experience across multiple decades, from starting off as an 'accidental marketer' to working with multinational companies globally, practicing the art and science of marketing. Filled with real-life experiences and anecdotes, this book demystifies the world of marketing in an ever-changing world moving from brick and mortar to mouse clicks and mobile. It will definitely help CEOs and other C-level executives leverage the new-age marketing tools while avoiding many common pitfalls. Excellent read from an accomplished practitioner.”

— Vipin Sondhi, MD and CEO, Ashok Leyland

About Atul Minocha

Atul Minocha is a partner at Chief Outsiders, a marketing consulting firm that helps CEOs accelerate growth through strategic planning, customer insight, and disciplined execution of well-crafted marketing plans. With experience in startups and Fortune 500 companies like Honeywell, Kodak, and Toyota, Atul works in a wide range of industries, from automotive and healthcare to industrial goods and technology. Atul has a degree in mechanical engineering from the Indian Institute of Technology Delhi and an MBA from Yale University. He is a professor at the Hult International Business School, a mentor and an angel investor with Sierra Angels, a Vistage speaker, and a Forbes contributor.