I thoroughly enjoyed reading this book. It is an insight into the visionary role that Knott-Craig took in developing the cell-phone industry in SA. The book largely focuses on the marketing aspects of Vodacom’s success and how Alan was instrumental in growing the brand to one of the most successful and recognisable brands in South Africa.
2 things that stood out for me was the marketing campaign of a “take away cell-phone in a hamburger box” and the decision Knott-Craig made to extend network coverage to the highways in Dec 2004. This involved setting up base stations in record time, and he did so at a time when MTN and everyone else thought he was crazy. He wanted to get across the message that the cell-phone was for the man in the street, to use anytime, anywhere;..... and what better time to do it when people were travelling across the country on holiday!! Vodacom stole a march on its competitors and never looked back.
Best quote in the book “The man who stops advertising to save money is like the man who stops the clock to save time” – Thomas Jefferson, 3rd president of USA