As a lifelong student of consumer and human behavior, I wasn’t sure I’d get much out of this book. But because some of my favorite thinking minds raved about it, I decided to give it a try. I’m glad I did.
Hit Makers is a hit. It reinforced what I know and opened my eyes and mind to what I didn’t know about how products, services, and ideas “get big” and all-pervasive.
There’s so much to love about this book: the insights, the research, and the wisdom and humility of the author, Derek Thompson. But what I loved most was the author’s deep respect for the often disrespected: creativity, creatives, and creators. He writes (after describing the act of predicting the unpredictable):
“If this makes the business of hits seem hopeless, then good. Making complex products for people who don’t know what they want—and who aggressively cluster around bizarrely popular products if a couple of their friends do the same—is unbelievably difficult work. It’s important to appreciate the stress inherent to being a creator, an entrepreneur, a music label, a movie studio, a media company. People are mysterious and markets are chaos. Is it any surprise that most creativity is failure?”
This is an exceptional book for anyone who seeks to create a market hit. It’s also an affirming celebration for anyone who ever had the courage to try.