Beating the 800 Pound Gorilla

I recently read the book Gorilla Marketing- Birth of a Low-Cost Airline by Tony Anderson, a former marketing executive for EasyJet, and I believe that it should be added to a list of required reading for every business person, and business student.

This book tells the entrepreneurial tale of EasyJet during its first few years of operation, and how they were able to successfully compete with "800-pound gorillas" and come out victorious. It is written in the quick manner that many entrepreneurs have to use when making business decisions, and provides many relevant, and sometimes humorous anecdotes in EasyJet's first few years of operation.

It provides great insight into how EasyJet was revolutionary in terms of what it brought to the industry at the time, and how they became the airline they are today. (e.g. Allowing a direct sales channel that did not utilize travel agent, investing in the proper technology for growth, freeing up the skies by making European air travel more affordable)

This book opened up my eyes a bit more on what it is like to be in an entrepreneurial work environment, and the amazing things that can happen when the right group of people come together with the proper leadership.

You can purchase your own copy of this book on amazon.com, and can find more information about it at http://gorilla-marketing.co.uk/.