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November 08, 2005
10 books that will change your (business) life
For his forthcoming book, Gene Marks asked for our recommendations on ten books that provide a foundational understanding of grassroots marketing, word of mouth and customer evangelism. Here's our list:
1. Influence: The Psychology of Persuasion by Robert B. Cialdini (Collins; 1998)
The title says it all. A must-have classic.2. The Experience Economy by B. Joseph Pine and James H. Gilmore (Harvard Business School Press; 1999)
Business is theater and to not understand this fundamental point is to miss several rungs of the loyalty ladder.3. Selling the Dream by Guy Kawasaki (Collins; 1992)
How Guy did it at Apple and how you can do it for your organization.4. The Anatomy of Buzz by Emanuel Rosen (Currency; 2002)
Emanuel retraces the word-of-mouth roots for a software program he once was in charge of marketing and uncovers a world of individual and network-centric buzz creators.5. Diffusion of Innovations by Everett M. Rogers (Free Press; 1962)
It's big and academic, but Rogers laid the foundation for so much of what we now take for granted today.6. Purple Cow: Transform Your Business by Being Remarkable by Seth Godin (Portfolio; 2003)
Seth sure knows how to create unforgettable terminology. Today, everyone talks about being "remarkable;" that began with this book.7. The Republic of Tea by Mel Ziegler, Patricia Ziegler and Bill Rosenzweig (Currency Doubleday; 1992)
Not knowing anything about it, I first bought this book for a buddy of mine in 1992 because he's a Bubba tea drinker. He raved about it and after having read it, I know why: A company's well-defined cause is the underpinning to its grassroots growth.8. The Secrets of Word-of-Mouth Marketing: How To Trigger Exponential Sales Through Runaway Word of Mouth by George Silverman (American Management Association; 2001)
George's book is a jam-packed with ideas on how to make word of mouth happen.9. Secret Service by John DiJulius (American Management Association; 2003)
John owns several high-end salons in Ohio that have grown exclusively via word of mouth; John explains how he did it, step by step.10. Creating Customer Evangelists by Ben McConnell and Jackie Huba (Dearborn; 2003)
Ben and Jackie build the strategic blueprint for taking already loyal customers and converting them into passionate evangelists.11. What's on your list?
UPDATE: Several inbound emails said, "Hey! Don't forget your book!" So we added it as humble number 10.
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Without a doubt, Good to Great by Jim Collins.
While somewhat sloppy and uneven, I recommend putting BRAND HIJACK on the list. In it, Alex Wipperfurth shares great insights into why/how companies should give up control and let everyday consumers drive the marketing. It is not a "perfect" book but it is a worthy book.
The Tipping Point - Malcolm Gladwell
Focuses on the spread of ideas throughout society. Word of Mouth is simply a special case, where the idea is a product.
Unleashing the Ideavirus - Seth Godin
Explains how to take Malcom's ideas and use them to encourage the spread of an idea through word of mouth.
I've heard that "Endless Referrals" by Bob Burg is a very good book (recommended by Heidi Miller - http://heidimiller.libsyn.com/). The latest edition just came out, and I'm planning to get a copy & check it out for myself.
Surprised it was not on the list ....
The Clue Train
What a great list!
I found Tipping Point and Blink by Malcolm Gladwell to be very useful as well.
I would also add: "Hug Your Customers" by Jack Mitchell.
"The Art of the Start" - Kawakaki
"101 Problem Solving Techniques" - Higgins
"Thinkertoys" - Michalko
"Unstuck" - Yamashita & Spataro
"Unofficial Guide to Power Managing" - Weiss
"The Imagineerig Workout" - Disney Imagineers
"The War of Art" - Pressfield
Thanks for letting us post comments - very cool of you. I work online
with my own used college books
website. Check it out if you get the chance. Thanks again!
"Leadership and Self Deception" by The Arbinger Institute. A simple, powerful book that can revolutionize relationships in any setting.
Very and very :)))
KUNG FU also will change your (business) life!
