According to bestselling marketing expert Sergio Zyman, many companies rely too heavily on innovation to solve their problems. Whenever a brand or business gets old and tired, the impulse is to scrap it and start over with something fresh. It sounds great, but more often than not, innovation simply doesn’t work. Zyman knows this firsthand— he was the chief marketing officer at Coca-Cola during the disastrous launch of New Coke.

This book shows how to create a $uper $weet $pot, a power niche that will totally separate your business from all competition and drive sustained, profitable growth. You’ll learn how to develop a clear understanding of your company’s unique, customer-relevant strengths, how to create a $uper $weet $pot that meets the needs of your Core Customers and attracts your Must-Have Customers and develop communication and advertising strategies that actually produce results.