Copy, Copy, Copy: How To Do Smarter Marketing B... May 2026

: Earls provides three specific maps to help identify which marketing approach will be most effective based on consumer behavior:

: Plots whether a choice is informed/uninformed and independent/social. Copy, Copy, Copy: How to Do Smarter Marketing b...

: He distinguishes between "slavish" repetition (Tight Copying), which fails to innovate, and "Loose Copying," which allows for the error and variation necessary to create something better than the original. : Earls provides three specific maps to help

: Identifies the nature of the decision-making process in each quadrant. In , author Mark Earls argues that the

In , author Mark Earls argues that the most efficient way to innovate is to stop obsessing over original "lightbulb moments" and instead learn how to intelligently copy existing successes. Published by John Wiley & Sons , the book serves as a workbook for marketers to apply proven behavioral strategies to their own challenges. Key Strategic Features