An interesting view on what creators need to have a competitive edge in the market place. It provides a tool set for streamlining processes.

I find this book to have an interesting perspective though I am not sure of the length of the book and also I disagree that music should be considered as media and then be told how to create it on time and on budget. I think music, real music, goes beyond constructs confined to economic productivity.

This book gives great insight on how to utilize media and marketing for any product that needs promotion. I was a bit skeptical that I could use any of the theories and practices in my own marketing because I'm an indie author, but I feel like the author presented very reasonable methods that can be easily placed into practice. And there were sections where he actually highlighted authors. This is a great reference book for anyone wanting to implement promo practices that are easy to produce and effective when put forth. This will definitely be a go-to reference when I need ideas for promotion.

Thank you to Netgalley, the publisher and the author for a copy in exchange for an honest review. I'm happy to have read this one.

I loved the description and the cover. I did think there was a lot of padding and maybe the ideas could have been presented in a more concise fashion, but overall I did enjoy it.

It's an okay initiative - one-sentence idea - could've been condensed to a magazine article rather than a 230-page book.

I was intrigued by the books description, but the reading isn't panning out for me.

Author Ian Lamont explains a different approach to creating any type of media, and it pushes against the standard practices that management has used for years. The emphasis is on eliminating waste, letting the creative team focus on creativity, and making sure before you launch your new project that you understand the prospective audience. Mr. Lamont’s blunt, but concise advice: “Anything that does not align with these principles must be reconsidered.”

This means that smaller (in team size) is better and less wasteful, and entails non-creative stakeholders to minimize their roles (which is not the way it has always been done). The book identifies the most important people in the entire process of creating something to bring to market and sell: “At the end of the day, the only stakeholders whose opinion truly matters are audience members.” While there are some legitimate non-creative folks that may need to be considered (i.e., lawyers, major investors, publishers, etc.), the key is only allowing critical inputs that do not include unnecessary request, delays, and approvals that slow or clog the creative process. Mr. Lamont recognizes the term “unnecessary” can be subjective. He answers by providing plenty of real-life examples demonstrating that there is plenty of evidence from audience surveys that support his views. Obviously, being clear with non-creative partners and those who will help market your project should be made at the beginning.

If you are having trouble grasping the Lean Media concept, here is a great example of practitioners who have been using this idea for year. Comedians hone their craft for years, trying out bits and keeping what makes audiences laugh and dropping what doesn’t. Years later, we see them on late night TV or in a major club and think they are incredibly funny and talented. Hardly ever do we consider the years of trial and error that led to our moment of entertainment.

Unlike many books that furnish advice and then tell you to go out and be successful, Mr. Lamont devotes an entire chapter to his Lean Media project planner (downloadable from his website). If you are inexperienced with this type of tool, after furnishing one for you to use, the author then gives examples of how it works in different projects. This is a missed opportunity by most books. By seeing how the author filled in the planner, I have a better idea how to use it in my own projects. I believe the inclusion of this chapter alone is worth the price of ten books.

We are in a future that is occurring now. Media has altered from what was happening five and ten years ago, and twenty years ago is almost an unrecognizable landscape. To be successful in the future, one should consider the tools and ideas that make sense in an ever-changing and evolving world. Ian Lamont’s “Lean Media” presents those tools and ideas and backs them up with solid facts. Five stars.