Book, Line & Sinker
Crossing the Chasm
Emotionomics: Leveraging
Emotions for Business Success
By
identifying
the
differences
between
“innovators” and “laggards” and everything in
between, Geoffrey Moore creates a roadmap
for how new markets develop. While his book
focuses on high tech, the lessons that he draws
and the example he gives are applicable to every
industry and business situation.
By Geoffrey Moore
Best quote: “’Why me?’ cries out the unsuccessful
entrepreneur. Or rather ‘Why not me?’ ‘Why not
us?’ chorus his equally unsuccessful investors.
‘Look at our product. Is it not as good--nay, betterthan the product that beat us out?’... In fact,
feature for feature, the less successful product is
often arguably supe rior.”
Emotionomics: Leveraging Emotions for Business
Success analyzes important breakthroughs in
brain science and facial coding to inform author
Dan Hill’s compelling conclusions and insights on
storytelling, sensory payoff, defusing skepticism
and other branding essentials. A blend of
psychological lessons and industry applications,
Emotionomics bridges the humanity of the heart
and the logic of the mind in an artful and skilled
discourse on the business of life.
By Dan Hill
Trust Agents
Influence
Trust Agents, by Chris Brogan and Julien Smith,
explores how to employ techniques that leverage
social media as a communication venue, and
not a sales floor. From establishing a brand as a
“known good” to dealing with negative feedback,
it combines the best in old-school respect, business
savvy and etiquette with modern-day technology,
social platforms and consumer behavior.
As useful to salespeople as it is to marketers, Bob
Cialdini’s book is all about how people say “Yes!”
and what you can do bring them to that point.
In a series of intensely practical observations,
Cialdini reveals how your actions and words can
profoundly effect the desires and needs of your
customers, colleagues and even your competitors.
Essential stuff.
By Bob Cialdini
By Chris Brogan and Julien
Smith
Positioning
The Nature of Marketing:
Marketing to the Swarm as
well as the Herd
As true today as it was when published 20 years
ago, this classic by Al Ries and Jack Trout lays
out the basics of finding where your product fits
in larger picture of what other people want and
what other companies are doing. Some of the
case studies are showing a little age, but this
remains a seminal, essential text.
Best quote: “Positioning is now what you do to a
product. Positioning is what you do to the mind of
the prospect.”
By Al Ries and Jack Trout
Best quote: “There is a group of people who
know very well where the weapons of automatic
influence lie and employ them regularly and
expertly to get what they want. They go from
social encounter to social encounter requestin
others to comply with their wishes; their frequency
of success is dazzling.”
By Chuck Brymer
In The Nature of Marketing: Marketing to the
Swarm as well as the Herd Chuck Brymer,
President and CEO of DDB Worldwide,
unpretentiously explains how digital communities
are changing the way people communicate and
interact with brands.
From targeting influencers and analyzing
blogstorms to grooming brand attributes and
developing conviction, Brymer explores the
opportunities and hazards endemic to social
networks, modern technologies, and swarm and
herd behaviors.
Branding Only Works on Cattle
It is a little disconcerting to pick up a book that
claims to dispel hackneyed branding techniques
and clever gimmicks, and then offers up a title
like, Branding Only Works on Cattle: The New
Way to Get Known (and drive your competitors
crazy). Yet, author Jonathan Salem Baskin
provides an interesting read as he attempts to
frame his point that “Most branding is a waste of
money” by exploring case studies such as Burger
King’s creepy King and arguing about what
“branding” really means.
By Jonathan Salem Baskin
Guerilla Marketing
Thirty years ago, Jay Conrad Levinson took
marketing out of the world of Mad Men and huge
corporations into the hands of entrepreneurs and
small businesses. The book explains why it’s no
longer necessary to spend a great deal of money
to gain visibility, as long as you’re willing to get
creative. Amazingly, the book got it “spot on” way
before anybody was talking about “going viral.”
By Jay Conrad Levinson
Best quote: “Guerilla marketing requires you to
comprehend every facet of marketing, experiment
with many of them, winnow out the losers, double
up on the winners, and then use the marketing
tactics that prove themselves to you in the
battleground of real life.”