THE HELP YOURSELF BUFFETT
There seems to be some confusion about the title of my book, Predatory Thinking.
A recent criticism was: “predatory branding doesn’t quite fit with the zeitgeist”.
Well yes, I agree.
Predatory branding would be a dumb thing to do.
To label a washing powder as getting clothes Viciously clean.
To brand cakes as having Brutal and Cruel taste.
To sell a deodorant as Harsh & Violent smelling.
It doesn’t take a genius to see predatory branding would not be a smart thing to do.
Which is why the book isn’t called Predatory Branding.
It’s called Predatory Thinking.
Thinking isn’t always visible or apparent.
Thinking is what goes on strategically, behind the scenes.
In which case Predatory Thinking is actually the opposite of Predatory Branding.
For instance, Adam Morgan talks about ‘behind the curtain’ and ‘in front of the curtain’.
He compares marketing strategy to a stage performance.
There are things we want the audience to see, and things we don’t.
Predatory thinking is what happens “behind the curtain”.
Where the audience doesn’t see.
Someone has to grow at the expense of someone else.
We have to identify who they are, and how we do that.
Then we have to choose how we present ourselves “in front of the curtain”.
For the audience’s view.
And it probably won’t be remotely predatory.
In 2008 Warren Buffett was named the richest man in the world by Forbes magazine.
For 13 years he and Bill Gates shared the two top slots.
Warren Buffett made all his money by investing in companies.
Put simply he would buy and sell shares.
Buffett was named as the most influential investor of the century.
He was certainly the best.
His personal fortune was $65 billion.
How did he do it?
One of his main pieces of advice for anyone is “Don’t follow the market”.
Obviously you don’t get to be the richest man in the world by doing what everyone else is doing.
You can’t think like the rest.
Buffett elaborates “Take advantage of the market’s mistakes. Use the market’s fluctuations to your benefit”.
So Warren Buffett says you need to know what other people are thinking so you can think differently.
So that you can take advantage of them in fact.
This is predatory thinking.
That’s what Warren Buffett (the richest man in the world) said was the right thing to do.
But does that mean Warren Buffet is cruel and mean?
Well so far he’s donated over $30 billion to charity.
$30 BILLION to making the world a better place.
There are entire countries and governments that haven’t done as much.
Bill Gates says “When Melinda and I started our foundation I turned to Warren for advice. His brilliant way of looking at the world is just as useful in attacking poverty and disease as it is in building a business”.
That’s the other richest man in the world talking.
Bill Gates is saying that Warren Buffett’s thinking (predatory thinking) is helping make the world a better place.
Maybe if the good guys learned predatory thinking we’d all be better off.