Posts Tagged Book

Book Review: The Business of Winning

Posted by on Tuesday, 28 October, 2014

the-business-of-winningThe Business of Winning by Mark Gallagher is probably the business book I need to defend reviewing the most. It was also the most fun to read. Little known fact, I used to be a massive Formula 1 fan. Even beating the boys in a F1 tipping contest. Unfortunately Australian timezones aren’t conducive to watching races at midnight and holding down a day job. A move to the States didn’t really help either.

Back to The Business of Winning. I pounced on this when it came on NetGalley. Mark Gallagher started off as a reporter covering Formula 1 before moving into PR and comms, before executive management. His 30 year career means he worked with the greats of Ayrton Senna, Murray Walker, Damon Hill, and a fanboy of Michael Schumacher. Shush, I still have a little bit of a crush on Jacques Villeneuve. Schumi favoritism sticks out.

I’m getting off track. Hey, I did warn it was a fun read. This book is actually a hard one to review as a business book. Yes, it’s filled with real examples of the need for communications, and branding and innovation, however it’s much much more than that. It’s probably about 80% memoir and 20% business book. That mix will, unfortunately, be a hindrance to mainstream success. It will definitely limit the audience.

Each chapter has a different focus: leadership, brand, performance management. It’s a chapter of themed memoirs, with bullet points at the end linking the memoirs back to lessons learned. Sometimes I had a little trouble recalling the focus for the chapter, but I did read an unedited proof (thus messy formatting) and was spasmodically reading in between school for the semester and starting a new main gig.

The memoirs and examples are brilliant. Really, I would read this just as a memoir. I loved hearing the behind the scenes of races I watched, and hearing the paddock gossip. It is naturally very Jordan heavy; that’s where Mark spent most of his career. This was also the racing era when I was following, so I loved it for that.

Who is The Business of Winning for?

It’s for F1 fans in business. I’m not sure there’s enough business for anyone else. It’ll be more useful and successful in Europe where there is a decent F1 following. I accept that Seattle won’t get a signing. Darn.

Buy it, read The Business of Winning and tell me if you agree.

And Mark, if you write a book about the time Eddie Irvine was renting your room, I’m buying multiple copies.

Book Review: Dataclysm

Posted by on Sunday, 31 August, 2014

DataclysmDid you hear? Dating site, OKCupid has lied to you; just to see what happens. This headline hit just days after Facebook tried publishing user behavior research in an academic journal. What the journalists seem to have missed was that OKCupid’s co-founder and President Christian Rudder wrote the blog post about some of their findings just before his book, Dataclysm was released. I actually suspect Christian wrote the blog post because of huge backlash Facebook received. After all, a blog post worth of user behavior data is easier to stomach than an entire book.

So what’s Dataclysm like?

It’s an informative, educational look at people and what they do. Is it a scandalous expose? Not really. Will you be surprised by the results? Probably.

Christian takes what comes across as a math nerd’s hobby and turns it into an insightful profile. He has access to gigabytes of offered and acquired data. I know I wouldn’t be able to resist.

I suspect this book has two aims. One, to show what data is available for analysis, and two, to research some behaviors that are difficult to accurately measure. For instance, do men search for gay porn more in liberal states? By the way, no they don’t. Search rates are equal across the country.

Other little snippets are reported from data that extends to Google, Twitter, a job site and more. Academic research also supplements the OKCupid sample, giving a more robust story than just that from a dating site. Some snippets are useful for marketers, such as the fact that people are more likely to reword a Tweet than use abbreviations. However, most of the data is general and an interesting anthropological view.

Christian’s story telling tends to be more pop sociology with simplified English. He does drop just enough research terminology to keep the data nerds happy, but always with translations. Chapter titles like, “Death by a Thousand Mehs” helps grab those who detest math.

The book could be tightened a little with some setting the scene paragraphs being dropped. I do especially like the “end of book philosophical chapter”* that explains how web data analysis is here and should be useful for consumers, but of course needs to be treated cautiously. He quotes the Target case where their data modeling was so accurate they predicted a pregnancy before the woman told her family. Unfortunately the woman was a teen. He’s right though, data analysis is here and really we should embrace it.

Who Is Dataclysm For?

Dataclysm is more of a sociology book than a marketing book. If you’re a marketer wanting to understand the applications of big data, then definitely read this. It won’t help a marketer do their job better. If you’re worried about online privacy and want to understand what is recorded, then definitely read this book. Finally, if you’re just a curious nerd, buy it. My copy was an unedited proof courtesy of NetGalley, without the graph formatting. I now have to wait until it’s released next week to buy a full copy.

Book Review: The Digital Mystique

Posted by on Sunday, 13 July, 2014

the-digital-mystiqueRemember that little disclaimer on the Marketing Book Reviews page that said the definition of marketing was a little loose? The The Digital Mystique by Sarah Granger is one of those.

What is the Digital Mystique About?

It’s a quick book to help you understand social media and everyday online technology. It covers the main social media networks, but also kids online, seniors online, online dating, running a business, and even social media when you pass away.

Who is the Digital Mystique For?

I think it’s clear already that this book is not for you (assuming you’re a regular Tap Dancing Spiders reader). But it is a book that you would purchase – several times. Buy it for that annoying aunt who keeps peppering you with beginner questions about Facebook. Or buy it for the grandparents wanting to chat to the grandkids online. Buy it for the parents of Tweens who think that because they don’t use social media their little darling never will.

This book covers all those demographics and more, possibly a bit too much so. It’s a little jumpy with covering so many people and this may change in the final edition. I have an unedited prerelease copy and in some parts it’s very unedited, so I’m sure there will be more changes. Get around the jumpiness by marking the chapters applicable to that recipient, and directing their reading.

Another reason why your techno-curious aunt will love this book: she’ll feel a connection with the author. Despite being active on BBSs as a young teen, social media and the technology behind it seems to still be a novelty to Sarah. The same as it is for the book’s audience.

Save yourself from the frustrating questions this Christmas and put this under the tree. In the meanwhile, if you have a NetGalley account and are curious, head over and request a prerelease copy, like the one they generously gave me in the hope of a review.

Book Review: The Social Media Gospel

Posted by on Sunday, 25 May, 2014

Social Media GospelAre you one of the few who still doesn’t “get” social media? Meredith Gould’s book, The Social Media Gospel will help you understand why it’s important, and gives you some tips to get started for your Church.

Meredith is a professional communicator, predominantly advising Churches and clergy on digital communications – including social media. She’s very open with her begrudging start to social media, and this is definitely a strength for The Social Media Gospel. The fact that she’s not a digital native does show all through the book. I don’t think it’s intentional. For me it’s off-putting but it will appeal to her target audience.

What’s the Social Media Gospel about? It’s a book to help you be a better digital communicator for your church. Meredith describes all the arguments churches present against using social media as a comms tool, and counters them, fairly and well-researched. She will help you understand the behaviors behind the choices, and I especially love the chapter on different learning styles and which social media platforms relate to each. Meredith doesn’t really touch on the how of social media, but is thorough on the why – sometimes when she’s trying to explain the how. It’s a good starter, to then get you looking more at the specific techniques for each platform.

There are two changes I would make to this book. One is a major one, the other a personal irritation. The major one is that the Social Media Gospel doesn’t explain that communications is all about your audience. Meridith is right with saying that you should pick and choose which social media platforms according to your time and resources; not take it all on. What she missed though is getting the reader to examine where their audience is playing. The communicator may feel more comfortable on Pinterest, but if their audience isn’t there, it’s wasted time. The second is the cheesy inclusion of scripture and praise messages. It feels a little over-the-top and unnecessary. But then again, maybe I should have expected it from a social media book with gospel in the title. Exodus 20:3-4 comes to mind. Is this book really a gospel?

Who is The Social Media Gospel for?

Clergy who are uncomfortable with social media and digital communication techniques. There are terms that make the book appear older than its 2013 publication date: web 1.0 (and subsequent generations), and age-based demographics, as well as the term digital native. It works well for the audience. Meredith originally shunned computers for anything more than word processing, and the readers who’ll get the most of out The Social Media Gospel likely did the same.

Thanks to Kerry Allman of the Episcopal Diocese of Olympia for the loan of the Social Media Gospel.

Book Review: Brand esSense

Posted by on Sunday, 20 April, 2014

Brand-esSenseI actually finished Brand esSense by Neil Gains a few weeks ago. I’m glad I fell behind with reviews though. Last week a friend and I chatted about the popularity of a branding session at the recent Market Mix conference. We couldn’t understand why marketers are confused by branding, when it’s essentially unchanged since the 1940s. That’s when brands were first described as anthropological concepts.

Without that discussion, I would have deemed Brand esSense an overly academic, deep read in a short book. It is an academic deep read in 232 pages, but it’s also an excellent bridge between the sensory aspects of brand and how they are used with current marketing tactics.

Who is Brand esSense for?

This needs answering a tad earlier than usual. Brand esSense is for the experienced marketers, like the ones at Market Mix. The ones with brand theory knowledge. This book skips the basics and jumps straight into the psychology behind the components of brands. It’s a heavy book.

Does it Really Go That Deep?

Yes, it does. After reading this book you’ll know which colors elicit anger, why to use smell, and creating archetypes, among others. See, I said it’s detailed.

The detail makes it a hard hard read. It’s also not linear so concepts jump around, which can be confusing. Archetypes is one. While this sounds nasty, especially when you look at other books like Seth Godin’s lighter reads, I recommend Brand esSense, just for a more academic read or experienced marketer. The detail includes some amazing research. Both scientific research and case studies explain and show how each concept helps form a brand.

And if Brand esSense gets too dry, skip to chapter eight. It’s a great summary of the book and gives enough detail to stand on its own.

Note: Being an Australian in the US meant the play on essence really confused me. I’ve been i the US long enough now to confuse Australian/UK English and did actually check spelling before posting this. Tangent, but I hope you weren’t confused too.