The Potato Chip Difference: How to Apply Leading Edge Marketing Strategies to Landing the Job You Want

Downsizing, Lay-offs, Plant Closures and just plain bad jobs can leave people out-of-work and searching for employment. But, in a saturated market, how can you set yourself apart from other candidates? Author and marketing consultant Michael Goodman applies time-tested marketing strategies to the job hunt. The title, "The Potato Chip Difference", refers to how Frito-Lay is able to differentiate itself from other potato chip companies by knowing (studying) the market and itself, and how to market itself by understanding what the market will need and transforming into that. That is, he distinguishes between "selling" ("pushing what you have onto customers") and marketing ("understanding future needs and delivering upon that"). This distinction is critical, as often we are told that effective resumes and interviews "sell YOU" -- you try to convince the prospective employer to take what you've got. Goodman also makes some other outstanding points, such as "understand what you determine is 'success'" (noting that some prefer rapid job advancement, while others want a good work/life balance), and points out many mistakes that job hunters make, such as networking improperly (hitting your friends and colleagues up for jobs, which makes them feel "used" and uncomfortable). It's surprising that he is able to be so insightful when other resume/interview preparedness authors/websites spout so much misguided "theoretical" information. Each chapter is set up in order of the activities related to a job search, from resume writing tips through to accepting an offer, should you get one. One important exercise he suggests is to plot your sense of accomplishment. This will give you a sense of how successful you have felt in your life/career, and ask yourself why. The answers may be surprising. Perhaps early in your life, you felt successful because you were making relatively good money, but find later in life, success is related more toward a happy family life. The book, which is only 118 pages long, is straightforward and is set up logically, in order of your job search activities. He uses examples, but only to make his points clear. He conserves the words and your time by being succinct and to the point. The only really misused space in the appendices: a rambling (and useless) report on how your brain works and a list of helpful business books (is Ned Herrmann the guy's brother-in-law? He gets two recommends and a generous mention in "how your brain works" piece!).

It seems that a new book on finding a job hits the market everyday. Typically they have a "sameness" about them. Most carry a list of dos and don'ts along with questions interviewers are apt to ask. Very little is included about the importance of marketing strategy. Not so with Michael A. Goodman's The Potato Chip Difference. It is unquestionably different. A hotel's success Conrad Hilton once said is all about location, location, location. Mike Goodman discusses job search in terms of strategy, strategy, strategy-reflecting his own background as a senior marketing consultant. Job seekers who follw his advice will surely benefit from this consisely written and highly readable 133 pages. This book's wide range reinforces the argument that size is no barometer of great substance.

Every job search is unique and we certainly all have opinions on what's best for each of us. I'm a "glass half-full" person and I'm definitely UP on Potato Chip! And, YES, it could the the "difference" for you - and, maybe me, too! O.K., so maybe the "snack food" title is a bit "corny," but, hey, it's ALL about positioning, no? Goodman, in true P & G form, is practicing what he's preaching! I found the advice presented very sound and to-the-point. There's no "fluff" here - who has time for that when you're in search mode?Only sound tried and true ideas to help you put together the best search strategy possible to market yourself. I'm a true believer. As I go through MY search incorporating Goodman's ideas - developing a strategy, networking, positioniing myself, I'm seeing things paying off. This is a VERY helpful book for any jobseeker from the just-out-of-college neophyte to the hardcored veteran jobhunter, from the possible career-switcher to the "back-to-work-after the kids" Mom (or Dad, too!) Paraphrasing Sinatra, "I've been "rightsized," "downsized," "de-prioritized," and "you-name-it-sized." I've been through big-bucks professional "corporate outplacement" twice. And, even with THAT experience, "TPD" provided me with helpful, useful can-do insights about how a "strategy" can better position me in the marketplace.Sure, there are hundreds of job-hunting books out there, but, The Big Thing about this book is that this very sound approach can set you apart from the (growing) masses of jobhunters. Hey, I'd rather follow Goodman's advice here than many of the books with conflicting "hints" about number of pages and fonts for my resume - oh, yes, don't forget it's "rag bond stock," OK?This is a book about MARKETING STRATEGY - marketing YOU. Hey, as Tom Peters said, "You're the brand!" Every great brand emanates from sound marketing strategy - so can you! Michael Goodman's "The Potato Chip Difference" is no snack - reading it will get you to the Main Course! Five Stars.

Part of my package when I left my last job was the services of an "Outsourcer." The service costs several thousand dollars if you buy it yourself. They did an excellent job of teaching me how to market myself and go about finding a job the right way.The Potato Chip Difference teaches much of the same thing, plus some neat ideas I didn’t learn from my outsourcer, for [price]. This is not a how to book – it’s the master plan book and they recommend other books for more detailed training. For someone who does not have the benefit of a professional recruiting consultant, this book is a must have. The book is short, right to the point, and quick to read.