“How Calm Whipped Up a Storm” by Peter Freedman.

In a digital age flooded with over 1.5 million new apps annually, the challenge of capturing attention has never been more daunting for startups, scaleups, and challenger brands. Peter Freedman’s insightful book, “How Calm Whipped Up a Storm” presents a compelling narrative that serves as both a case study and a practical guide for those seeking to make waves in a noisy marketplace without drowning in a sea of competitors.

The book revolves around the success story of the app “Calm,” shedding light on how it defied the odds and gained disproportionate attention through strategic PR, guerrilla tactics, and viral marketing. By dissecting Calm’s journey, Freedman extracts valuable lessons and distills them into his “10 Golden Rules of PR and Guerrilla Marketing.”

Friedman emphasizes the dual nature of effective PR, asserting that both types—silly and serious—are essential for cutting through the noise. He challenges conventional wisdom by suggesting that sometimes, “Silly PR is better than serious PR.” This refreshing perspective encourages readers to think outside the box and embrace unconventional approaches to garner attention.

The author further contends that in a world inundated with information, only two things truly capture attention: celebrities and the ‘weird.’ By delving into this dichotomy, “Calm” explores the psychological triggers that propel certain brands into the limelight and provides actionable insights for readers to implement in their marketing strategies.

A central theme of the book revolves around the power of content marketing, with a particular focus on guerrilla content marketing as the most effective form. Freedman advocates for the creation of content that is not only engaging but also disruptive, echoing the sentiment that in the modern landscape, being ‘weird’ can be a brand’s greatest asset.

Highlighting the importance of sustained attention, the author asserts that one lightning bolt of publicity is not enough; what’s needed is a continuous onslaught, a “rolling thunder” of attention. This principle becomes a cornerstone of the guide, urging readers to think long-term and cultivate a strategy that extends beyond sporadic bursts of publicity.

In “Calm,” Peter Freedman provides an invaluable resource for entrepreneurs, marketers, and anyone navigating the tumultuous seas of the digital marketplace. By combining real-world examples with actionable advice, the book serves as both an inspiration and a roadmap for those aspiring to rise above the noise and leave an indelible mark on the competitive landscape.

Buy it here.