Here are the top three reasons why every marketing professional should read Nicola Twilley's FROSTBITE: How Refrigeration Changed Our Food, Our Planet, and Ourselves.
1. Be Curious Do you know and understand the entire process behind what you are marketing; from its inception, through production, to how it gets to the shelf and consumer? What you l earn might surprise you.
2. Read Outside Your Purview When you read outside your normal purview, you are taking an opportunity to view your day through a different lens. Go ahead and ruminate. You will discover new and exciting ways to connect the dots!
3. Good Writing is Inspiring Nicola writes clearly, efficiently, and tells an engaging story. She made the science understandable. I now have another source on which to base my writing.
