Ironically (or perhaps not), the single most powerful line in the whole book is the last one.
"If the rise and fall of BlackBerry teaches us anything it is that the race of innovation has no finish line, and that winners and losers can change places in an instant."
Remember when BlackBerry was the king?
And I remember how it ushered in a new age.
In 1999, my then boss, Paul Cimino, at Snickelways, was (I think) the first person I knew who had a BlackBerry it was THE symbol of the connected, empowered executive.
We all know what happened then...it became the CrackBerry.
But then, something went wrong...woefully wrong as the company got blindsided by the iPhone and then Android.
This book, Losing the Signal: The Untold Story Behind the Extraordinary Rise and Spectacular Fall of BlackBerry, is the story of that experience.
And it's so well written that I "binge read" it over the weekend.
It's a powerful lesson for any business executive, of course, but also any person who wants to learn from the mistakes of others and how to not get caught flat-footed, stay relevant, reinvent, and not rest on laurels.
The writing was superb and if this remarkable story of ascent and descent (in such relatively short order) doesn't make you challenge your own assumptions, well, then (snide remark here).
If Never Stop Marketing means...doing everything you can to avoid believing your own B.S. and staying as close to the market as possible so you don't become a cautious tale to others, then this book should inspire you.