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Summer of Sequels – Four Must Read Books
Yes!: 50 Scientifically Proven Ways to Be Persuasive
In the fields of influence and persuasion, Dr. Robert Cialdini is the most cited living social psychologist in the world. His classic book Influence has sold over a million copies and is backed by 30 years of research into how to get someone to say “yes.” And he’s the finest speaker I’ve ever heard on a specific topic – his command of the subject, his lucid examples, and his delivery are perfection. So I was obviously excited to hear that he was co-authoring a new book – really the first new book from Cialdini in over 20 years. And I love the structure of the new book – fifty short and concise chapters that take one idea, provide the science behind why it works, and gives you an idea how to apply to your business. I’ve been pushing the importance of marketing and this book will give you plenty of ideas to discuss at your weekly marketing meetings.
Who’s Your City: How the Creative Economy is Making Where to Live the Most Important Decision of Your Life
Richard Florida took on Thomas Friedman and challenged his notion that the world is flat – suggesting instead that it is “spiky” by pointing out that the real economic activity happens within cities, not countries and that it DOES matter where you live even though technology has seemingly made it easier to do business anywhere.
To support this point he notes that the combined economies of New York City, Boston, Los Angeles, and Chicago are greater than all of China. More importantly, more and more of the world’s population are clustering in cities vs. remaining rural, thus increasing the spikiness of the global economy.
Following on his three best-sellers on the Creative Class, he’s written a more micro-look at the data he studies everyday and applies it to one of the most important decisions you’ll ever make – where to live!! Florida’s book provides great insights into where you should expand your business or open up an overseas location.
What’s the Secret: To Providing a World-Class Customer Experience
It seems customer service is back as a hot topic among companies, especially since most products or services are easily commoditized in our global marketplace. In many cases, it’s a company’s level of customer service that is the main (and only) differentiation – and the only thing that makes price irrelevant.
What’s the Secret is the sequel to John DiJulius’s first book Secret Service: Hidden Systems that Deliver Unforgettable Customer Service. Its John’s practical and simple approach to providing customers with a custom experience (Jim Gilmore, co-author of The Experience Economy, was the first to point out that when you customize a service for the customer it becomes an “experience”) that separates his techniques from the dozen other customer service writers.
The Answer: Grow Any Business, Achieve Financial Freedom, and Live an Extraordinary Life
In a way, this is the business sequel to the hugely popular book, audio, and video called The Secret. John Assaraf, co-author of The Answer, wanted to provide a way for entrepreneurs to prepare themselves mentally to break through the countless barriers that present themselves as they build their companies. And John should know, having created several successful real estate, technology, and service businesses which he’s built, sold, and IPO’d to secure his own financial future.
John’s highly enjoyable and positive book has helped me add a few zero’s to my thinking and reawakened some of the classic visualization techniques. One suggestion – when John moves from the “mentally preparing yourself” side of the business to the “how to” side of identifying your key customer and unique selling proposition (USP), you’re better off reading Bob Bloom’s latest book The Inside Advantage, the finest “how to” book I’ve found in figuring out your specific strategy. Together, these two books give you the one-two punch you need to drive significant revenue.
