What Were They Thinking?

Those ignorant of the mistakes of the past are bound to lose a lot of money.  That's why Bob McMath founded the New Products Showcase and Learning Center--a "Smithsonian for Stinkers," Business Week dubbed it.  There, executives from top corporations pay huge amounts of money to rummage through some 80,000 products gone awry.  Their mission: to avoid the misguided, expensive, and occasionally ludicrous mistakes that trip up even top companies.

In What Were They Thinking?, McMath shows you how to avoid such mistakes, with more that eighty marketing lessons he's learned  from his long experience with clods and clunkers.  As People magazine put it "McMath knows his goods--and his uglies, too"--and here he shows you how to:

  Steer clear of the number one killer of new products  (page 129)

  Develop a marketing campaign based on a "Significant Point of Difference"  (page 183)

  Take advantage of eight  "Hot Buttons for Success in the Millennium"  (page 101)

  Keep out of the "Buy-This-If-You're-a-Loser School of Marketing"  (page 28)

  Combat "Corporate Alzheimer's"  (page 4)

and much more !

Standard and Primary covers are widely available through general retailers. They often have higher print runs and can be cheaper, especially during sales.

In contrast, Direct Market (DM) and variant covers are primarily sold in comic shops. DM editions tend to have more limited availability and may be more valuable to collectors.

The main differences lie in artwork style, availability, price, and collector appeal. Ultimately, the choice between standard and variant covers depends on personal preference, budget, and individual collecting goals.

Comic book enthusiasts have various formats to choose from when collecting their favorite stories.
Here's a brief overview of the main types:

Omnibus

• Large, hardcover collections
• Usually contain complete runs or extensive story arcs
• Typically 800-1000+ pages
• Higher price point, often €100-€150

Oversized Hardcover (OHC)

• Similar dimensions to omnibus, but thinner
• Collect shorter runs or story arcs
• Usually 300-600 pages
• Priced between €30-€50

Hardcover (HC)

• Standard-sized hardcover books
• Collect 6-12 issues typically
• Similar dimensions to single issues, but with a hard cover
• Priced around €25-€35

Trade Paperback (TP)

• Softcover collections
• Standard comic book size
• Usually collect 4-6 issues
• Most affordable option, typically €15-€25

Other Formats

• Absolute Editions: Oversized, deluxe hardcovers (mainly DC Comics)
• Compendiums: Massive paperback collections
• Graphic Novels (OGN/GN): Original stories not previously released as single issues

The choice between these formats often depends on personal preference, budget, and collecting goals. Omnibus and OHC editions offer larger artwork and more content but at a higher price, while TPs provide a more affordable way to collect complete story arcs