Posts Tagged Books

Book Review: Human to Human

Posted by on Wednesday, 6 August, 2014

Human-to-HumanThere was nothing profound in Human to Human: #H2H. There was nothing even new, and that’s the way it should be. Human to Human: #H2H by Bryan Kramer is the hot business book of the summer.

For the few of you who haven’t heard about Human to Human or seen the #H2H tweets, it’s a book dispelling the B2B and B2C sales concepts. After all, we’re all humans.

Those who know me are familiar with my rants on this. I can’t recall if I’ve mention it on here, but I kind of, may have, rudely called people out-of-date when they’ve suggested we need to have B2B or B2C focuses. Now I can just send them the link to this book and be done with it.

For an example, here’s the introduction:

“Communication shouldn’t be complicated. It should just be genuine and simple, with the humility and understanding that we’re all multi-dimensional humans, every one of which has spent time in bot he dark and delightful parts of life.

That’s human to human.”

In a short 68 pages, Bryan explains why. Using recent and public cases, and even one of his own projects that went astray, he describes human behavior and what we need to do as communicators and marketers to appeal to our audiences, regardless of their segment.

Short videos embedded through the ebook have experts explaining their experiences. If you’re like me and don’t like video, you won’t lose anything by skipping them, but you will gain a lot from watching them. I didn’t make many notes through #H2H (it is rather short and reinforced my existing beliefs) but these did stand out:

  • “we all need to speak more human”
  • lines between B2C and B2B are blurred (paraphrased)
  • context and understanding your audience
  • rules of social context

Yes, once again my notes make no sense on their own.

Who is Human to Human: #H2H for?

Any marketer or communicator that needs a reminder that they’re appealing to humans, irrespective of the purchase context. Oh, and all who need a kick up the butt to get up to speed.

Go, read it now. You’ll regret it otherwise.

Book Review: Shift Your Brilliance

Posted by on Tuesday, 13 May, 2014

Now this is my type of self-help book. Last week, Simon T Bailey released his follow-up to Release Your Brilliance — Shift Your Brilliance.

To be honest, if I didn’t hear Simon speak at the American Marketing Association Leadership Conference, and receive a free copy of this book, I probably wouldn’t have read Shift Your Brilliance.

My life would have been worse for it.

You’ve read my thoughts on self-help books. I still can’t understand how anyone can think by following a script, there’s a guaranteed result. I digress, but it leads to why Shift Your Brilliance is different. Simon doesn’t tell you what to do. At one stage he even says to think INSIDE the box.

So what does Simon say?

He asks questions. He tells stories. He leads you to your own answers and actions. This is done through worksheets and quizzes mixed with anecdotes from both his experiences and those of his readers and friends. Occasionally he will add tips, but they are general, like having an accountability buddy to help you stay on track.

The goal of this book is for the reader to realize they are “O Brilliant One”. How you define that is up to you, the reader. I think that’s why I like Shift Your Brilliance. Everyone does have brilliance within, but often can’t see it. This book will walk you through looking at these issue differently to help you refind your brilliance. Thus the section on thinking inside the box.

The writing style is very conversational, making this a quick read. I had it half read by the time I got off the flight from Chicago. If I wasn’t overtired from three days at a conference and a busy few weeks beforehand, I would have finished it. That said, I didn’t do the exercises. I’m actually holding them off until a time when my brilliance is muted and I need to refocus. I didn’t learn anything new from Shift Your Brilliance or from hearing Simon speak. For me, it was a good reminder of what I need to do to keep a good attitude.

Who is Shift Your Brilliance for?

Anyone who’s feeling a bit trapped or despondent. This could be work, or life, or relationships, anything. Simon will take you through a self-evaluation to encourage you to look at the situation differently and help you decide how to act. Hands up if you’ve never needed that kind of help. No one? I thought so.

I’m already making a list of who I need to buy this book for, because I’m not giving up my copy. And if you ever get the chance to hear Simon present – go for it! You’ll be energized from his interactive presentation and amazing laugh.

As mentioned, Shift Your Brilliance was a gift from the American Marketing Association. They didn’t ask for a review, and these are my thoughts.

Book Review: Things A Little Bird Told Me

Posted by on Saturday, 10 May, 2014
  • Things-A-Little-Bird-Told-MeMemoir, not a business book
  • Other founders tell it differently
  • Why the philosophical chapter at the end?
  • Biz and I are very similar

Sometimes I can jump straight into a review. Other times I collate my notes and seek an angle. For Things a Little Bird Told Me by Twitter cofounder, Biz Stone, you get both. Those four points are my abridged notes.

This is a needed account of this time. It’s a memoir. What other point in history will have the right conditions to build a website that lets you broadcast your lunch (or as Evanna Lynch put it, pooping) in under 140 characters and make the company worth billions? Or as Biz and team were told, it’s the Seinfeld of the internet. For that, we need this book.

From looking at the GoodReads reviews, many will ask why we need Biz Stone’s view. This version of events has been disputed, but it’s a memoir. Communication theory shows that giving two people an identical message will have two outcomes. I’d love to read Hatching Twitter, but just remember these are Biz Stone’s experiences.

To be honest, there’s nothing special about this book. A telling of experiences with the stock standard “meaning of life” chapter at the end. This is the only chapter that starts to feel business booky, and one that, to me, screams “I’m a terrible person, but I’ve done these great things”. They are great things, and excellent charities to support, but the chapter comes across insecure and inconsistent with the boy who declared a no homework policy in school and broke into the dance.

Hmm, the last point. Biz Stone and I are very similar. We are. We both do things because we can. We take chances. We end up with huge credit card debts. I think that’s why I enjoyed Things A Little Bird Told Me so much. I can relate to Biz and his struggles. Also, I lived in San Francisco early 2010, so some of his life is my life too.

Who Is Things a Little Bird Told Me for?

Everyone really. Biz has written an enjoyable, easy read of his early career. There are things to learn, but it’s learning from Biz’s experiences, not from his instruction.

Check it out and let me know if you agree.

Book courtesy of NetGalley. They don’t ask to control my reviews and know they can’t.

Book Review: The Networked Nonprofit

Posted by on Sunday, 27 April, 2014

The-Networked-NonprofitYou’re probably wondering why I reviewed a four year old social media book. It’s so social media that Randi Zuckberberg wrote the foreword. Why did I review The Networked Nonprofit by Beth Kanter and Allison H Fine? A small part opportunity; a large part curiosity. It’s been on my Amazon Wishlist since it was published. OK, maybe I read it because I could and to clear it from my Wishlist. Four years is a long time.

Now we’ve discovered my reasons were a tad nebulous, what did I think of The Networked Nonprofit? I loved it. This four year old social media book is current, topical, practical and under-rated. Yes, that’s right. I have just used those terms to describe a four year old book that’s essentially about something that changes faster than your underwear.

The Networked Nonprofit is less about social media tools and more the behaviors. There are tools named all through, but if you’re wanting that level of learning check out the Power of┬áVisual Storytelling. Surprisingly, even the tools mentioned have endured. Apart from MySpace, the first defunct tool is on page 97. I’ll let you decide if you think MySpace deserves to be the first.

In this book you’ll discover lots of whys. Why getting online is no longer optional. Why the millennial age group won’t support your organization (but will support your cause). Why your governance model has lost its effectiveness. And how to become a networked nonprofit and be successful.

The book is an easy read, even with its deep research. Case studies show how organizations have used social media and digital marketing techniques for their causes. Tips and quotes come from outside the nonprofit world too. I love the breadth and willingness to learn from all.

My favorite model is the Ladder of Engagement. Everyone should be using this to understand their supporters. It helps classify between donors and evangelists and wallflowers. Knowing these segments helps to target existing supporters to change their segment/behavior, or to reinforce positive behaviors with a thank you. Oh, and when I said everyone, I meant everyone. Which leads to the question:

Who is The Networked Nonprofit For?

A big mistake is to assume this is only for struggling nonprofit marketers, or even just nonprofit marketers. There is nothing in The Networked Nonprofit that can’t be applied to any organization type. Just switch the word “supporters” for “customers”.

Definitely a book that should be read by all. Even if it is a four year old social media book.

Note: Thanks to Jeff at Casey Family Services for letting me raid your bookcase. Not that you know about it yet.

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.