GREATEST HITS MAY 2013

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Twelve of the best business books from the last 12 months summarised for you.

Twelve of the best business books from the last 12 months summarised for you.

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  • 1. TWELVE FROM THELAST 12 MONTHS
  • 2. WHAT IS IT?• A library of 200 books• A blog• A series of printed books• A pair of apps• One-page summaries• One-sentence summaries• Training programmes andspeeches• A fertile source of new ideas
  • 3. THE BIG THEMES
  • 4. TO SELL IS HUMANDan PinkSelling is no longer solely thedomain of salespeople,because we are all trying tomove each other in some wayor another.
  • 5. TO SELL IS HUMANDan Pink We are all in sales now - trying to ‘move’ theother’s point of view We spend 40% of our time ‘Non-sales selling’. Theforces behind it are:EntrepreneurshipElasticity(flexible skills)Ed-Med (the two fastest-growing industries) The rules now are:Attunement: being in harmony with peopleBuoyancy: a resilient outlookClarity: making sense of murky problems andsolving them
  • 6. BAD PHARMABen GoldacreDrug companies misleaddoctors and harm patients, soa complete overhaul of theindustry is needed.
  • 7. BAD PHARMABen GoldacreInformed decisions can only be made withgood evidence, but trials are biased, resultsdistorted, and data buried. Missing data is vital because it adds tounderstanding, so it is a scandal that so much iswithheld. To generate a ‘positive’ result in a trial, a drugonly has to be better than a worthless placebo.Systematic reviews find every trial on a topicand score them neutrally to give a truly accurateview.Randomised trials should be used when it isunclear which treatment is better, but they arealmost never conducted.
  • 8. ANTIFRAGILENassim Nicholas TalebAntifragile things get strongerwhen subjected to stress andtension, whereas fragile thingsbreak and robust ones simplystay the same.
  • 9. ANTIFRAGILENassim Nicholas Taleb Procrustean bed: retrofitting causes Fragilistas: cause fragility by thinking theyunderstand Barbell strategy: safe and speculative extremes Ludic fallacy: mistake experiments with real world Turkeys and inverse turkeys Green lumber fallacy: unnecessary knowledge Extremistan: impact of a single observation Iatrogenics: harm done by the healer Agency problem: manager is not true owner Black swan errors: what you know now may not beall there is
  • 10. BUSINESS STRATEGY
  • 11. BUSINESS IS BEAUTIFULDanet et al.Businesses can be thoroughlydistinctive and commerciallysuccessful if they pursueprinciples rather than justmoney.
  • 12. BUSINESS IS BEAUTIFULDanet et al. Business doesn’t have to be cold and unforgiving. Businesses are made up of people who cometogether to achieve more than individuals can ontheir own. The five hallmarks of beautiful businesses are:1. Integrity: a clear sense of purpose2. Curiosity: they don’t stand still3. Elegance: they are pleasurably simple4. Craft: apply consideration to every last detail5. Prosperity: all this leads to a strong sense of valuecreation There are 20 sub-facets and case histories toillustrate this thesis.
  • 13. TELL THE TRUTHUnerman & Salem BaskinIn an age of informationoverload, the most effectiveway for a brand to stand out isto tell the truth.
  • 14. TELL THE TRUTHUnerman& Salem BaskinContent: Acknowledge reality Deliver real change to services and companystructure Take consumers on the brand truth journey Enlist third-party advocatesContext: Be close Find a Truth Turning Point Use point-of-action media Leverage routine
  • 15. CONSUMER BEHAVIOUR
  • 16. CONTAGIOUSJonah BergerYour product or idea is morelikely to catch on if you give itsocial currency, make it usefuland emotional, and wrap it inan engaging narrative.
  • 17. CONTAGIOUSJonah BergerYou can increase the chances of your idea catchingon by following six steps:Social currency: we share things that make us look goodTriggers: top of mind leads to tip of tongueEmotion: when we care, we sharePublic: if it’s built to show, it’s built to growPractical value: it has to be news you can useStories: things built into narratives are more engaging
  • 18. CONSUMER.OLOGYPhilip GravesYour research findings couldwell be misleading you, so itpays to examine every aspectof the techniques used togather it before relying on it.
  • 19. CONSUMER.OLOGYPhilip Graves Artificially deconstructing the consumerexperience is misleading. Most research questions should be avoidedbecause they:1. Inadvertently tell people what to think2. Change what people think3. Lead the witness4. Can accidentally sell5. Can persuade people to like something (whenthey don’t really) The way to avoid this is to look at what theyactually do, not what they say they will. Failing that, they should not know the focus of thestudy, and should be quizzed as close to thepurchase moment as possible.
  • 20. CREATIVITY
  • 21. CREATIVE MISCHIEFDave TrottIf you want to be creative, youhave to be curious andcontrary.
  • 22. CREATIVE MISCHIEFDave Trott Here’s the world’s simplest binary brief:WHO should buy it? Trialists or currentusers? You can’t have both. If it’s currentusers, explain why they should buy more.WHY should they buy it? Product orbrand? Rational or emotional?WHAT should they buy it instead of?Brand share or market growth? Allproduct use is good if you are brandleader.
  • 23. IMAGINEJonah LehrerIdeas come from sheerpersistence, but only when werelax, so if you work hardenough on something, andfocus on not being focused,there will eventually be anunconcealing.
  • 24. IMAGINEJonah Lehrer Muses, higher powers and creative ‘types’ aremyths Creativity is not a ‘gift’ that only some possess – it’sa catch-all for distinct thought processes that wecan all learn to use more effectively. It’s only after we’ve stopped searching for ananswer that it arrives. Breakthroughs follow a ‘stumped phase’. Trying to force insights can often prevent them–ideas arrive when the mind is distracted or relaxed. Focus on not being focused. Ideas occur best in ‘third places’ – neither thehome nor the office.
  • 25. INSANELY SIMPLEKen SegallWork as hard as you can tomake everything as simple asit can possibly be.
  • 26. INSANELY SIMPLEKen Segall Think brutal Think small: small groups get more done Think minimal: just communicate one thing Think motion: momentum is crucial to projects Think iconic: essence in a conceptual image Think phrasal: use short simple words Think casual: no big company thinking and process Think human: be true to your feelings Think sceptic: expect negative first reactions of Think war: extreme times call for extreme measures
  • 27. MOTIVATION
  • 28. MASTERYRobert GreeneEveryone has the potential tomaster something if theyidentify their true calling, servetheir apprenticeship patiently,and put in enough effort.
  • 29. MASTERYRobert GreeneMastery of a subject or skill is achieved throughthree stages:Apprenticeship: deep observation, skillsacquisition, experimentationCreative active: moving from passive to active,advancing through trial and errorMastery, which includes a mentor dynamic with aback-and-forth exchange of ideas and experienceAfter 20,000 hours of practice, an instinctive‘Fingertip Feel’ level is reached.
  • 30. THE ICARUS DECEPTIONSeth GodinIt’s better to be sorry than safe,so ditch the old rules. Moveout of your comfort zone, andstart treating your work as art.
  • 31. THE ICARUS DECEPTIONSeth Godin Icarus was also told not to fly too low, andmost of us aim too low in life. The economy now rewards art overconservatism. The assets that matter now are trust,remarkability, permission, leadership, storiesthat spread, and humanity. Reverse Descartes: You are. So think. Learn something new with no apparentbenefit, then ‘ship’ it to get a reaction. Learnand carry on. It’s better to be sorry than safe.
  • 32. HOW TO USE• Be inquisitive• Make the time• Understand the lines of argument• Take a view• Inform your work• Enjoy the debate• Ask Kevin to speak or train
  • 33. KEVIN DUNCANMore detail at:www.greatesthitsblog.comAsk Kevin to speak or train:07979 808770kevinduncan@expertadvice.co.ukTwitter: @kevinduncan