Book Reviews - January 2010
By Peter Fisk
Published by John Wiley & Sons, Inc.
Hardback; 406 pages
Power has fundamentally shifted to customers; from markets
of surplus demand to those of surplus supply. Customers
are more different and discerning, untrusting and promiscuous.
The old ways of attracting, serving and retaining customers
no longer work. Communications are still arrogant campaigns
rather than conversations between equals. Channels are still
push tubes rather than pull networks. Products and service
delivery are good in terms of standardising quality, but
miss the fact that every customer and application is different.
An "outside in" business is the opposite of our
more typical inside out model. It starts with the customer,
their needs and wants, expectations and aspirations, then
works backwards to deliver what matters to them in a profitable
way. It recognizes that customer power is a force to work
with, not against - in order to do business where, how,
and when customers want.
Customer Genius offers you a more intelligent
and imaginative approach to customers. It starts from how
customers see the world, what they seek to achieve and the
context in which they see your business as part of that
activity or ambition. It reaches deeper into the customer
psyche, reaching beyond superficial research averages, beyond
articulating needs and wants based on convention, to what
motivates and inspires them. And as a result, learns to
work on their terms -- inverting the way we do business,
pull rather than push, understanding where, when and how
they want to do work with us. It recognizes that customers
expect companies to do more for people -- to go beyond the
product, the transaction, to add more value to their lives,
helping them to achieve what they couldn't otherwise.
will return this commitment -- through trust and loyalty
- not through incentives and rewards, but through becoming
an essential and enabling part of their lives. Customer
Genius gives you the knowledge, capabilities and inspiration
to address your relevant customer challenges in practical
and profitable ways.
Less, Say More: Three Habits to Influence Others and Make Things
By Connie Dieken
Published by John Wiley & Sons, Inc.
Hardback; 176 pages
Forget the endless communication techniques already out
there, Talk Less, Say More shows readers how
to grab the attention of even the most distracted by boiling-down
the keys to effective communication into three main principles:
Connect, Convey, Convince. The author's message is simple:
after you learn to connect with people, convey your message,
and convince them that your message is important, you will
be able to increase your power and influence in any business
or social situation.
Whether you're a business leader, emerging leader, or salesperson,
you need to persuade others to succeed. This book will get
you there. It will help you cut through distractions, demands,
and information overload to get real results.
Author Connie Dieken coaches leaders to communicate with
purpose. She'll help you instantly gain more power and influence
while spending less time being tuned out.
With this book's fast-paced, no-nonsense style, you'll discover
Connie's Connect-Convey-Convince methodology. These three
powerfully simple habits will help you:
with anyone to instantly capture their undivided attention
and nail information without overloading or confusing
anyone to take the action you want and feel good about
Less, Say More delivers on its promise to improve anyone's
communications skills. With its fast paced, no-nonsense style,
and its numerous tips and tactics, this book will enable readers
to command attention, deliver crystal-clear messages, and
increase their influence--whether working with a group of
one or one thousand. Communication is the single greatest
challenge in business today. This book will help you reach
your A-game in interpersonal communication, giving you more
power to change minds and inspire remarkable results-while