SEARCH - ABOUT - BEST SELLERS - BLOG - CONTACT - CUSTOM ORDERS - HELP - NEWSLETTER
Business Books & Great Ideas
My Account - Order History - Shopping Cart - Log In

May 10, 2013

Jack Covert Selects – The Art of Thinking Clearly

Filed under: Jack Covert Selects — dylan @ 9:24 am
Tweet

The Art of Thinking Clearly by Rolf Dobelli, Harper, 384 pages, $25.99, Hardcover, May 2013, ISBN 9780062219688

Have you ever toiled over a project so much that even when it showed no signs of succeeding, you couldn’t let go? If so, you were a victim of effort justification. Have you ever asked a group of current customers what they thought of your product, then felt good that most liked it while only a few had complaints? If so, you might have insured those positive results with unconscious self-selection bias. Author Rolf Dobelli blames both instances of muddled thinking on our irrationality. His international bestselling The Art of Thinking Clearly presents behavioral economics, psychology, neuroscience research, and concise and relatable anecdotes to explain where we go wrong in our thought processes and how to think our way out of trouble.

According to Dobelli, we generally complicate our lives with doing, believing, and thinking in ways that seem to offer some kind of solution to our current wants and needs, but, over time, become a quicksand of contradictions. When we brush these contradictions to the side, we become increasingly irrational. He explains:

When we encounter contrasts, we react like birds to a gunshot. We jump up and get moving. Our weak spot: We don’t notice small, gradual changes. A magician can make your watch vanish because, when he presses on one part of your body, you don’t notice the lighter touch on your wrist as he relieves you of your Rolex. Similarly, we fail to notice how our money disappears. It constantly loses its value, but we do not notice because inflation happens over time. If it were imposed on us in the form of a brutal tax (and basically that’s what it is), we would be outraged.

No one wants to lose money, but we do. No one would do something “so stupid,” but we do. No one would think they jump to conclusions, but we do. The solution is working toward a clearer understanding of how our brains work, and the truth within a given situation. Dobelli’s book is a fascinating guide.

The short chapters (2-3 pages) are like brain puzzles that can actually change you. The stories will shock you as you recognize the foolish decisions you’ve made, but the stories will also inspire you to chuckle about the human condition. The big takeaway is that we all get too hung up about doing the right thing, making smart decisions, and becoming successful; reading The Art of Thinking Clearly will help you realize that a big part of every challenge is how complicated we ourselves make things. Dobelli guides us to simplify:

Forget trying to amass all the data. Do your best to get by with the bare facts. It will help you make better decisions. Superfluous knowledge is worthless, whether you know it or not. The historian Daniel J. Boorstin put it right: “The greatest obstacle to discovery is not ignorance—it is the illusion of knowledge.” And next time you are confronted by a rival, consider killing him—not with kindness but with reams of data and analysis.

Comments Off

Jack Covert Selects – Breaking Out

Filed under: Jack Covert Selects — dylan @ 9:20 am
Tweet

Breaking Out: How to Build Influence in a World of Competing Ideas by John Butman, Harvard Business Review Press, 272 pages, $27.00, Hardcover, May 2013, ISBN 9781422172803

The first thing John Butman, an idea developer, does in his new book Breaking Out is introduce us to the concept of the “idea entrepreneur.” These innovators are not so different from the Edisons of the world; they just happen to tinker with ideas instead of inventions, and have a deep conviction that those ideas deserve and must gain attention. The first step in doing so is to create fascination. “To break out … the idea entrepreneur must find the fascination, connect it with a fundamental human issue, find ways to express it, and be willing to reveal it,” insists Butman. The value of an intriguing personal narrative cannot be over-estimated.

The best way to ensure long-lasting influence is to spread your message—“An idea is not really an idea until it is expressed,” asserts Butman—through multiple mediums. The drive to bring an idea public is three-fold, Butman says: a healthy ego, the fantasy of instant and wide-reaching instant success, and a desire to do good and help others. But, only one of those drivers is a sustainable influence:

The idea entrepreneurs who remain on the stage the longest usually keep their ego in check, get over the fantasy (or never fall pretty to it), and come to the realization that the desire to do good for others will bring them the greatest influence in the long run.

Butman’s examples of these entrenched folks include Zig Ziglar and Cesar Millan.

My favorite section of the book is titled “Respiration.” It dispels that myth that the idea that spreads does so because of the popularity of the static idea. Instead, a valuable idea doesn’t stop evolving after the creator gives it life, but grows as it goes.

By respiration, I mean that the idea starts to breathe and take on a life of its own. A simple way to think about respiration: it’s when other people start creating their own expressions about your expressions. They talk about the idea. They write about it. They incorporate it or make reference to it in their own books, speeches, blogs, articles, and videos.

Respiration is the sum total of expressions about the idea.

Reaching a wide audience and establishing a solid platform to support future iterations is the idea entrepreneur’s responsibility, and Butman sees it as a worthy goal.

Today, the impulse to start movements, make a difference, and create change in the world may have become a far stronger and relevant interpretation of the American dream than the one that has held sway for so long.

Thus, he spends the last third of the book discussing what he calls “The Thinking Journey,” which reflects on the value of passing and planting ideas.

Breaking Out is populated by a surprising crowd of creatives—from Ralph Waldo Emerson to Eckhart Tolle, Ben Franklin to Blake Mycoskie (TOMS shoes), Mohandas Gandhi to Barack Obama–that reflects Butman’s belief that idea entrepreneurs “seek to influence the thinking of others, not repress it or dismiss it. They want change, not power.” There is no doubt that you will learn from Butman, and these inimitable “idea entrepreneurs,” no matter what your message and medium.

Comments Off

Jack Covert Selects – The End of Big

Filed under: Jack Covert Selects — dylan @ 9:11 am
Tweet

The End of Big: How The Internet Makes David the New Goliath by Nicco Mele, St. Martin’s Press, 310 pages, $25.99, Hardcover, April 2013, ISBN 9781250021854

Nicco Mele opens his debut book with the following instruction: “Look around you.” It’s an especially poignant opener because the central topic of the following chapters—the internet—is perhaps the culprit behind our collective inability to do so.

The End of Big is broad in scope, as Mele delves into the internet’s role in dismantling big, traditional institutions. He begins with the big news entities, discussing the rise of distributed power via channels like Twitter and Facebook, and the simultaneous demise of large-scale traditional journalism. Mele depicts a two-fold effort against big news. The first part is the agility of the internet. Here he uses how the killing of Osama Bin Laden was broken to the public in contrast with events like the September 11th attacks, Watergate, and the assassination of JFK. The second part is money. The proliferation of media channels—the continued elongation of “the long tail” in the realm of news—has brought big news’ accounts receivable to its knees. Their readers are leaving, and advertisers know it so they’re leaving too.

The End of Big continues to give case after case of how the internet has opened the door for small enterprises to undermine once-invincible institutions. American democracy, centralized government, big entertainment, war, education, and corporations all come under Mele’s critical view. While his scope is praiseworthy, Mele’s ambivalence toward each “End of Big” is what makes the book so engrossing. For example, Barack Obama’s ability to quickly mobilize support online is a demonstration of the power of the internet, a method that did not exist 20 years prior, but it’s equally a demonstration of how any voice could gain such power.

Mele’s pros-versus-cons narrative of the internet’s role in fashioning the future of different major industries is a welcome tonic to the usual “it’s all champagne and roses” or “hell-in-a-hand-basket” perspectives. He describes himself as a tech nerd, and clearly the internet is a subject likely to appeal to a certain group, but Nicco Mele’s message is for everyone. Industries are changing, and looming large are important decisions regarding how we—individually and collectively—will greet, assist, or challenge these changes.

The book’s final chapter, titled “Big Opportunities?” offers up many possibilities. Mele discusses six ways we can turn the potential negative effects of the diffusion of power and influence into positive ones. The message is clear: the internet has empowered all of us, but we are only truly empowered if we accept the responsibilities thrust upon us. Rather than simply allow the future to happen, we must also shape it. Everything we do in life and in business will contribute to the ongoing construction of our hyper-connected future.

Comments Off

May 8, 2013

Crafting the Customer Experience for People Not Like You

Filed under: Blog — Jon @ 1:36 pm
Tweet

It’s easy to share something you love with someone else, particularly when you know that person likes the same things you do. It’s exciting to be the one to introduce them to something you know they’ll flip over. But what if you gushed enthusiastically about something to someone and their response was, “Why would anyone want that?”

Kelly McDonald’s new book, Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don’t Understand looks at the above scenario from a customer service standpoint. To her, most customer service today is a “one size fits all” approach, satisfying some and turning away others. Those others are whom McDonald wants to help us serve better. Likely, they are not like us, with different ages, genders, ethnicities, and possibly even different moods than what we’re in on a given day. Here is one example she cites:

Someone who lives in a major metropolitan area is different from someone who lives in a small, rural community. Imagine the customer service implications of each scenario. The city dweller may appreciate speed and efficiency above all else. Super busy and rushed all the time, the city dweller has to spend valuable time fighting traffic just to get where he or she wants to go and has to fight crowds everywhere. If you were a merchant catering to this customer, perhaps the greatest customer service experience you could provide would be one that saves time and reduces hassles.

But the rural customer may have none of those same issues. He or she may enjoy, above all else, the friendly, personal interaction received from someone considered to be a neighbor.

In essence everyone is different, so why would we treat that complexity with an approach designed for only ourselves? Clearly, we shouldn’t, and McDonald addresses this in terms of communication, technology, empathy, and more, each geared toward helping us understand how to make customers comfortable, interested, and willing to buy. The book is full of information that can help us understand people and their buying habits better, and it also keeps us focused on providing excellent service overall. Here are a sampling of McDonald’s tips:

1. Make the right hires. Look for people who share your passion for great customer service and hire them. You can always teach them your business, but you can’t teach someone how to empathize and put the customer first.

2. Train them on the importance of catering to diverse customer segments. Actively engage them in conversations and role-playing with different scenarios.

3. Be attuned to nuances. Mannerisms, expressions, and attitude can be clues to what customers really need from you, whether they voice it or not.

4. Be gracious. No matter what. Don’t ever laugh at customers, embarrass them, or humiliate them. Be kind and solution-oriented, and you will win their loyalty.

 

 

Comments Off

LeaveSmarter: Marshall Goldsmith

Filed under: Bestsellers,Leadership,Personal Development,Thought Leaders — Michael @ 7:00 am
Tweet

Last week, Marshall Goldsmith was in town for our private LeaveSmarter event, sponsored by BMO Harris and Whyte Hirschboek Dudek. Marshall delivered a moving hour-long talk on effecting positive change through proven methods. As Dr. Goldsmith puts it, the key to improvement is not simply knowing what to do. The key is simply doing what we already know we should do.

Check out Dr. Goldsmith’s book, What Got You Here Won’t Get You There for more insights into improving your success rate in work and in life. Visit him online for even more.

Comments Off

May 7, 2013

A New KnowledgeBlocks Giveaway!

Filed under: KnowledgeBlocks,Marketing — Tags: community, fans, Jackie Huba, lady gaga, Marketing — Sally @ 9:42 am
Tweet

Monster Loyalty is a book that reveals the power and popularity of Lady Gaga’s undeniably-effective marketing machine. It highlights the methodology of Gaga’s creation of a community of ‘Little Monsters” that is quite willing to do anything for her music…and for her, their “Mama Monster.” But the key here, Huba makes clear, is that community. The community members depend on the community. They feel like they are a part of something bigger than themselves, and even bigger than Gaga herself.

Building a community of fans or customers doesn’t happen overnight. As Gaga and anyone else who is a community manager knows, it takes hard work every day to connect with those who are of like minds and to nurture relationship with them. It takes an egoless spirit to show the community that your company is not just concerned with financial gain also with what’s in the best interest of the community. Once you sense that customers want to be part of something more than a transactional relationship, you can begin the process of helping them self-identify.

So how do you translate that into your own marketing plan?

While Jackie Huba is clearly fascinated by and respectful of Gaga’s approach and commitment to her fans, for the purposes of this book, she is equally concerned with teaching us how to apply those same methods to our own businesses, methods such as concentrating on you “One-Percenters”, using imagery and naming to bring people together, making your customers feel like there is a greater purpose to the community. Huba also provides us with plenty of non-Gaga “business examples” of companies that use similar methods, such as Method (green cleaning products) and Fiskers (knives and scissors.)

The takeaway of Monster Loyalty is not only that Lady Gaga is an impressive marketing strategist, but that it’s community that powers the popularity.

To learn how to do this in your own company, sign up to win a copy of Monster Loyalty!

Comments Off

May 3, 2013

Friday Links

Filed under: Friday Links — dylan @ 6:27 pm
Tweet

➻ New York Public Library president Anthony W. Marx had an op-ed in The New York Times this week about E-Books and Democracy, and the evolution of how publishers are handling the sale of e-books to libraries. As Marx tells it, there really is no standard yet:

Many issues still need to be sorted out. Five of the Big Six [publishers] are making their entire e-book inventory available to us to choose from, while Macmillan is offering only a limited selection. HarperCollins allows us to lend each e-book we acquire only 26 times per title; Penguin and Simon & Schuster offer one-year licenses; and Random House sells licenses without time limits but charges much more per license. (In all cases, an e-book can be borrowed by only one patron at a time.) Prices charged to libraries vary widely according to the kind of license agreement, and we hope they will be reduced as demand increases.

What he makes clear in the end, though, is that we’re all in this together and that as e-book delivery becomes more standardized in libraries, it should create and support civic sense as much as dollars and cents.

We have every interest in seeing that publishers remain sustainable enterprises and that authors are paid fairly for their work. But those economic imperatives must be considered alongside the role of libraries in a democratic society. The challenge is to ensure that the information revolution provides more, not less, access for the public.

The last point is the key one, and one I fear is often lost when we’re discussing the changing business landscape of the publishing industry.

➻ The demise of the music industry has long been held up as a harbinger of what’s to come for publishing. But, as Evan Kindley brilliantly portrays in his review of three recent books—The Sounds of Capitalism: Advertising, Music, and the Conquest of Culture by Timothy D. Taylor, MP3: The Meaning of a Format by Jonathan Sterne, and Freeloading: How Our Insatiable Hunger for Free Content Starves Creativity by Chris Ruen—the rise of the MP3 file that ate into the industry’s profits was less an insurrection than an historic accident. What begins as a story of the changing nature of what it means to “sell out” and the Chiquita Banana Jingle quickly becomes an article on the commercial history of music and the compression of sound:

To begin with, Sterne shows that the MP3—that technological Trojan horse which has laid waste to the music industry—was the product of decades of corporate-funded research intended to increase profits. “Telephonic transmission drove research into hearing for much of the century,” Sterne writes; companies like AT&T were concerned to maximize their existing infrastructure, using the available bandwidth to carry as many calls as possible without going beyond the threshold of intelligibility. This led them to finance research in the fledgling field of “psychoacoustics” (part of a general trend toward corporate research and development in the early part of the 20th century, as Sterne notes). “The more AT&T knew about human hearing, the more income it could extract from its infrastructure,” Sterne writes. By 1924 it had quadrupled its system’s capacity, “with minimal modifications of infrastructure and no price increase.” The company’s basic research into human hearing led to innovations in the technology of “compression”: i.e., the simplification and reduction of an audio signal to its most essential elements.

So the MP3 format has its roots in telephony efficiency, not file sharing. In fact, the infrastructure to share music didn’t yet exist:

These smaller, simpler files are much easier to distribute via “end-to-end networks” like the internet, in which “the vast middle of the network does relatively little to its traffic … while devices at the ends of the network do the important work.” MPEG (the acronym stands for “Motion Picture Experts Group,” the name of the organization that originally set the standard for the format in the late 1980s and early ’90s) files were meant to be unobtrusive, unheralded players on the global field of multinational corporate synergy: “Like a person who slips into a crowd, the MPEG audio was designed to disappear into the global network of communication technologies.”

They were not designed initially to be traded by consumers. Sterne points out that “at the time that MPEG came together, there was no world wide web, no internet as we know it today.” In a diagram of “Digital Audio Distribution Modes (Current and Proposed)” created by the National Association of Broadcasters in 1990, “there is no slot … for lateral exchange of recordings, nor even an inkling that it might be an issue, no discussion of mass customization, and little discussion of portable media beyond car radios.” The NAB had their eyes on digital broadcast and cable, not file sharing; the extreme ease with which MP3 files can be copied and played on a range of devices was the end result of a concern for “interoperability” across different industrial platforms.

Thus, Sterne argues, “the MP3’s rise to global preeminence was a product of contingency, accident, and opportunity”: it was not an inevitable logical step in the forward march of technological progress or late capitalism, but a fluke, an accidental collision of mutually conflicting corporate interests.

And like Marx writes of publishers and libraries, the relationships—cultural, commercial, and civic—are being redefined and reset before our very eyes, and it behooves all of us as creators and consumers of art to take part in the process.

The music industry as we knew it, with its shaky ad hoc compromises between art and commerce, is never coming back, but that’s no reason to resign ourselves to resentment or bad faith: we may yet look back on this time as the era of the emergence of a new politics of music. “The story of MPEG,” Sterne writes, “poses standards as an as-yet-unresolved issue of political representation in the development of new communications technologies.” The standards for the technologies that will shape music listening for the next fifty years are being set today; if we want them to represent us, we will have to find ways to make our presence and interests known to the people who write code and broker distribution deals as well as those who produce and consume music.

If you’re interested in music, business, the music business, the commercial history of sound, or just like a good story, Kindley’s article is definitely worth a full read.

➻ In a critique of another rapidly changing industry, “the news,” Paul Tucker wrote recently about A Thousand Braying Asses: Kim Gordon & Churnalism’s Busy Sewer at The Quietus. Tucker begins by bemoaning the way music websites turned by Lizzy Goodman nuanced profile of Sonic Youth’s Kim Gordon in Elle into sensational headlines that focused entirely on her split from bandmate Thurston Moore, and ends up on Alexander Pope’s The Dunciad.

Lizzy Goodman put the hours in. She conducted research, drew on previous meetings with Gordon, sat and spoke with her (presumably at some length) and then went away and wrote the piece for Elle. And then, hungry for content, content, content, the music website community scrambled to reproduce a small part of it, as if it was some kind of scoop. This sort of thing is not reporting, it’s selective cutting and pasting.

Like the pieces it spawns, this practice is everywhere.

[...]

editors send press releases to writers asking, “Will you write this up?”, the subsequent rewrites are then picked up by other editors, writers rewrite the rewrites and so it goes on until, barely transformed and rarely investigated further, a single snappily written press release has become news, featured on the front page of every website whose readership might have a vague interest in its contents.

This is the sort of detrimental practice that people like Ben Goldacre and Simon Singh have rallied loudly against in science journalism. It might seem odd to bring up science reporting at this point – no doubt the efficacy (or otherwise) of certain cancer drugs is infinitely more crucial than whether or not Jai Paul’s debut album has leaked – but regardless of the subject matter, journalism without a basic and objective curiosity is not journalism at all.

And here’s where Pope comes in:

In his satirical poem ‘The Dunciad’, Alexander Pope decries the mediocrity that he sees in the publishing world of 18th century London. New printing methods mean that many more people are suddenly able to print and reprint work without resorting to methods that are prohibitively expensive or even legal. In Pope’s London, the resulting cultural stagnancy is reflected by rivers of effluence that flow down the streets.

Meanwhile, London’s booksellers and publishers vie for attention by taking part in contests: which bookseller can urinate the highest; which political hack can make the biggest splash by diving into a ditch full of the city’s faecal matter (“Who flings most filth, and wide pollutes around / The stream, be his the Weekly Journals, bound”), and so on. Amid these scatological scuffles are the writers, wailing en-masse with no other purpose than to see which can create the loudest racket. The result? “Now thousand tongues are heard in one loud din/ The Monkey mimics rush discordant in.” Sound familiar?

Admittedly things are not, nor have they ever really been as bad as all that; Pope was a conservative figure, and something of a snob. Almost 300 subsequent years of novels, poetry and journalism, as well as countless other published forms, prove him to be wrong. The thing is, Pope was wrong because enough people put those newly available tools to good use, and many of today’s publications are doing the same with the tools of our time. But by resorting to the kind of methods that see exemplary reportage reduced to a torrent of sensational headlines about a person’s marriage breakdown, we all risk drowning in effluence of our own creation.

I am in agreement with Sturgeon’s Revelation that ninety percent of everything is crap, and that even with the internet—perhaps especially with the internet—we still have to seek out, dig for, and discover the good stuff and pay the rest little mind. But it’s helpful, as Tucker is doing here, to call out the crap every once in a while and make sure we’re not making too big a splash diving into it.

➻ And to that end, Maria Papova has some Famous Advice on Writing: The Collected Wisdom of Great Writers gathered over on Brain Pickings. Henry Miller has both my favorite:

Understanding is not a piercing of the mystery, but an acceptance of it, a living blissfully with it, in it, through and by it.

And, as my wife would tell you, the one I ignore most often:

Work on one thing at a time until finished.

Stephen King, who recently won his second National Magazine Award in fiction for his story Batman and Robin Have an Altercation in Harper’s Magazine, also has a good one:

I believe the road to hell is paved with adverbs, and I will shout it from the rooftops.

Though, I have to say… if he weren’t up on the rooftops, I might have actually heard him and stopped overusing adverbs as much as I do.

➻ If you’d like to celebrate the 5th of May with some reading this weekend, Galleycat has a list of Free Books for Cinco de Mayo.

➻ Or maybe it’s time for a breather.

Comments Off

Thinker in Residence: Jackie Huba on Business & Books

Filed under: Marketing,Thinker in Residence — Sally @ 9:28 am
Tweet

In our final Thinker in Residence installment on Jackie Huba, author of Monster Loyalty, we asked Huba to share with us the business question that most inspires her and what books have most influenced her. Read on and enjoy Huba’s take on business and books.

∗ What is the one unanswered question about business you are most interested in answering?

How to be fearlessly creative in the business world. I attended a recent business conference and one of the breakout sessions was on the subject of creativity. The facilitator asked attendees to take paper and markers and draw the time in our life when we felt the most creative. To my surprise, most of these marketers from large Fortune 1000 companies drew a time in college. They were free from constraints, having loads of fun and maybe even a little drunk. They all admitted that in their current corporate work environments, they couldn’t seem to find the inspiration and the gumption to stand out and produce creative work they were proud of. There is an opportunity to help people be fearless in their creativity.

∗ What business book has influenced your work the most?

Seth Godin’s The Purple Cow. It was my very first Seth Godin book and the introduction to his philosophies. I am a Seth Godin One Percenter Seth has inspired me with all of his books to stand out, make a difference and take risks. It’s literally been life-changing reading.

∗ What is the business book you wish you had written and why?

My next one. Is it done yet?!?!

∗ What business book are you reading right now?
Mack Collier’s Think Like a Rock Star. Mack looks at how rock stars like Taylor Swift, Jewel, Amanda Palmer and others grow their fan base and shares how any company can learn from them to create emotional connections with customers.


Jackie Huba is the co-author of two books on customer loyalty. Citizen Marketers: When People are the Message documents the emerging world of social media and how brands should begin to embrace a participatory culture. Jackie’s first book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, explains how companies convert customers into evangelists who spread the word about products, benefits or value propositions. Huba’s work has frequently been featured in the media, such as the Wall Street Journal, The New York Times, Businessweek, and Advertising Age. She was a founding Board Member of the Word of Mouth Marketing Association. Her new book, Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, will be released May 2, 2013.


→ → Read our Thinker in Residence introduction to Jackie Huba and her newest book, Monster Loyalty: How Lady Gaga Turns Followers into Fanatics.

→ → Read Jackie Huba’s answers about why she chose to write about marketing like Lady Gaga and what we can learn from the pop superstar in our Q&A on Monster Loyalty: How Lady Gaga Turns Followers into Fanatics.

Comments (1)

May 2, 2013

Thinker in Residence: Q&A with Jackie Huba

Filed under: Blog — Tags: Jackie Huba, lady gaga, monster loyalty, thinker in residence — Jon @ 9:19 am
Tweet



If companies are just trying to “become more talked about” for its own sake, it’s not going to take off. They need to make sure there’s substance to what they’re communicating and that it really is a conversation.

~Jackie Huba


Q: Some people might recognize Lady Gaga merely for her shock factor (outfits, videos, etc.) How has she used these triggers to attract and build an audience, and what can brands learn from that?

JH: Lady Gaga is a pro at generating word of mouth and getting people buzzing. But her real genius lies in what’s behind all that shock value. Her over-the-top ideas are rooted in meaningful messages with their own symbolism.

Remember the meat dress she wore to the 2010 MTV Video Music Awards? That meat dress—love it or hate it—got everyone, from vegetarians to Cher, talking. Gaga has been a longtime supporter of gay rights, and she was using the dress to draw attention to the possible repeal of the “Don’t Ask, Don’t Tell” policy of the U.S. military. The idea behind the dress was to illustrate that underneath our skin colors, religions, and beliefs, we are all made of “flesh and bone.” It was a meaningful gesture for her current fans, and it drew enormous amounts of attention from the mainstream media (Time magazine deemed it the “Top Fashion Statement of 2010”), getting her noticed and turning gawkers into fans. Her shock value has two purposes: It strengthens the bonds of her existing fan community when they interpret her latest, outrageous outfit, video, or song, and it also keeps the outsiders talking and wondering about what she’ll pull next.

Anyone trying to attract an audience, whether it’s brands or bands, should think about all aspects of their business and consider whether they are “word-of-mouth-worthy.” That is, are the things you are doing worthy of a word-of-mouth comment or referral from a customer to someone else? If so, go for it. If not, ask yourself, “WWLGD?”

Q: Beyond the shock factors, Lady Gaga is extremely focused on caring for, and helping her fans have better lives. What are some examples of this that struck you?

JH: I think it would have to be Lady Gaga’s Born This Way Foundation that she established with Harvard University, the California Endowment, and the MacArthur Foundation. In November 2011, Gaga announced that she was starting the nonprofit with the mission of empowering youth by offering mentoring and career development, and focusing on issues like self-confidence, wellbeing, and anti-bullying. I suspect she founded it in honor of her late fan Jamey Rodemeyer, who took his own life in 2011 after years of relentless bullying. She’s focused less on changing laws and more on changing the culture where bullying flourishes. This is an issue that she has admitted facing in her own youth, and she knows it’s a cause very near and dear to her fans.

Q: What can companies learn from Lady Gaga’s focus on long-term business strategy?

JH: I use the term One Percenters to describe the tiny but oh-so-mighty subsection of a business’ customer base that evangelizes for that business. They’re your biggest fans. You can recognize them by a few distinct behaviors: They passionately recommend your company to friends, neighbors, and colleagues. They believe in the company and its people. They purchase your products and services as gifts. They forgive occasional subpar seasons or dips in customer service. They feel part of something bigger than themselves, seeking to connect with other like-minded customers around your products or services.

Lady Gaga, and her manager, Troy Carter, understand a secret to long-term business success is focusing on their One Percenters. They’ve built an entire online community for their die-hard fans, and it’s not just to sell more albums or perfume or concert tickets. Gaga and Carter are willing to invest now in the customer base that they want years from now. This is quite different from many current artists in the music industry. Think of Gaga’s pop contemporaries: Nicki Minaj, Rihanna, Katy Perry. All very popular now, but will they be popular ten or twenty years from now? All sing catchy pop tunes. All wear crazy outfits that get people talking. But none of them seem to have much depth behind their personas. Don’t get me wrong; they have rabid fans. However, they aren’t doing anything to cater to their most loyal fans the way Gaga is.

Q: There are some great business examples in the book that mirror some of Gaga’s principles. How did a company like Fiskars use something as basic as scissors to create a passionate community?

JH: Fiskars, a 360-year-old Finnish housewares company best known for those orange-handled scissors, set about to create a relationship between the company and its crafting customers that went beyond tools. Working with branding agency Brains on Fire, Fiskars conducted in-depth research of crafters around the country to hear what customers were saying to each other. Through interviews, meeting with crafting groups, and conversations on message boards and online communities, Fiskars found a social and robust crafting community, especially among scrapbookers. After they identified their most loyal community, their One Percenters, they asked them what to name the group and the customers came up with the name, Fiskateers. They created a program for connecting passionate scrapbookers, including a members-only online community for sharing their designs, in-person demonstrations taught by Fiskars-certified customers, and an army of ambitious ambassadors to recruit new members.

Fiskars saw a tremendous return on investment. There are now more than 7,000 members of the Fiskateers community, branded mentions of Fiskars products online are up more than 600 percent, sales have doubled in cities with Fiskateers compared to non-Fiskateer cities, and the company receives 13 new ideas for products per month.

Most important of all: Fiskars understood that it’s important to become a member of the customer community instead of building an online community and hoping people will join. They sought to understand customers’ passions and how customers talk to one another, and then they built the community around that–not just scissors. And if you can make that personal, emotional connection happen between people, that’s something a product alone can’t do.

Q: Overall, Lady Gaga creates an interesting conversation. How might companies learn from her to become more talked about?

JH: As I mentioned before, she does a great job of giving her fans, and anyone, really, something exciting and meaningful to talk about. Isn’t that what all of our most interesting conversations are based on? People always have energy to find meaning, create personal relationships, and talk to one another about what’s important. Without meaning, generating buzz is a flash in the pan. Generating something to talk about that is meaningful and important ensures that your fans and customers will continue to look to you for inspiration and ideas. What can brands learn? Don’t just do something for the sake of getting attention. There has to be substance to fuel meaningful connection with your audience.

Another thing: Her fans feel better off for banding together and they identify deeply with what she stands for. They feel like she cares about what they care about. She also listens to her fans just as much as she shares with them. She’s checking in on social media, responding to fan videos, meeting with them at concerts, and she even set up her own social media fan site called Littlemonsters.com. It’s a two-way conversation. She’s really the whole package, and all of these different components need to be there for it all to work in the short-term and long-term. If companies are just trying to “become more talked about” for its own sake, it’s not going to take off. They need to make sure there’s substance to what they’re communicating and that it really is a conversation.



Jackie Huba
is the co-author of two books on customer loyalty. Citizen Marketers: When People are the Message documents the emerging world of social media and how brands should begin to embrace a participatory culture. Jackie’s first book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, explains how companies convert customers into evangelists who spread the word about products, benefits or value propositions. Huba’s work has frequently been featured in the media, such as the Wall Street Journal, The New York Times, Businessweek, and Advertising Age. She was a founding Board Member of the Word of Mouth Marketing Association. Her new book, Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, will be released May 2, 2013. Named as one of the 10 most influential online marketers, Jackie co-authors the award-winning Church of the Customer blog. With more than 105,000 daily readers, it’s ranked as one of the most popular business blogs in the world.


→ → Revisit yesterday’s introduction to Jackie Huba and our take on her new book, Monster Loyalty.
→ → Check in with us tomorrow as we continue our Thinker in Residence series on Jackie Huba with her insight “On Business and Books.”

Comments Off

May 1, 2013

Thinker in Residence: Jackie Huba, author of Monster Loyalty

Filed under: Book Reviews,Marketing,Thinker in Residence,Thought Leaders,Uncategorized — Sally @ 8:37 am
Tweet



Jackie Huba
is the co-author of two books on customer loyalty. Citizen Marketers: When People are the Message documents the emerging world of social media and how brands should begin to embrace a participatory culture. Jackie’s first book, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, explains how companies convert customers into evangelists who spread the word about products, benefits or value propositions. Huba’s work has frequently been featured in the media, such as the Wall Street Journal, The New York Times, Businessweek, and Advertising Age. She was a founding Board Member of the Word of Mouth Marketing Association. Her new book, Monster Loyalty: How Lady Gaga Turns Followers into Fanatics, will be released May 2, 2013.


Our Take on Monster Loyalty:

Lady Gaga is a musician, an entertainer, and a pop star. She wears crazy outfits and has wild videos. But if you ask some people, she’s so much more than that. She’s the person who inspires them, who gives them confidence, and who listens to them and understands. Clearly, Lady Gaga isn’t just making music and putting on a show. Her work centers on connecting with her fans, which she calls “Little Monsters.” And by doing so, has created a devoted following of millions and a long-term business strategy that rivals most businesses today. A musician! Who knew?

Jackie Huba knew. She herself was a fan of the artist and began to observe the ways that Lady Gaga interacted with her fans – some of them unique, all of them personal and sincere. As CEO of her business, Gaga does everything from personally inviting fans backstage at concerts to chatting directly with fans on their own social network to discuss everything Gaga related. An online marketing expert, Huba has long shed light on the power of word-of-mouth marketing, and she saw Lady Gaga take it to a level most companies only dream of. So, she wrote a book about it: Monster Loyalty: How Lady Gaga Turns Followers Into Fanatics.


“An important step in creating passionate, loyal customers is not just to focus on the features and benefits of your product or service but to make sure customers know that your business is about something bigger. By bigger, I mean something emotional that people can believe in.”


Most musicians are focused on writing the next big hit, staying relevant, and creating products to sell their fans. According to Huba, Gaga focuses first on connecting with fans. After all, without fans, a good song is unheard, a concert hall is empty, and merchandise is unsold. Huba includes a quote from Lady Gaga to illustrate: “I’m not the beginning anymore. I don’t really see myself anymore as the center. They’re the center. I’m the atmosphere around it…I will continue to become whatever it is [the fans] would like for me to be.” How many companies think like this?

Huba examines a variety of them – Fiskars, Mini, Method, and other companies that share Lady Gaga’s commitment to and reliance on her followers. These companies, like Gaga, know to “Focus on your One Percenters” in order to “Build a Community,” and “Embrace Shared Symbols” to “Make Them Feel Like Rock Stars.” While there are companies successful at this approach, none of them are as successful as Lady Gaga. And therein lie the lessons to learn, and the inspiration to change our business for the better. Huba states:

Building community starts with finding a common thread that brings people together. Common experiences that the members of a community have had help define what a community is all about and make it possible for members to rely on one another for support. Companies who want to build these kinds of communities have to act small even if they aren’t. They need to treat customers like peers and create a feeling of intimacy–a feeling that those customers are part of a group of like-minded people, not merely purchasers to be mass-messaged at.

Monster Loyalty is a book about marketing, customer engagement, and building a business for the long haul. It also happens to be about an engaging but unlikely character, one with a very specific vision that connects with a very specific fanbase, one we can all learn from. Don’t miss the opportunity this book offers to create your own distinctive brand that inspires a monster-amount of loyalty.


Explore Further:

Named as one of the 10 most influential online marketers, Jackie co-authors the award-winning Church of the Customer blog. With more than 105,000 daily readers, it’s ranked as one of the most popular business blogs in the world.


Next:

Check in with us tomorrow as we continue our Thinker in Residence series on Jackie Huba with a Q&A interview on what brands can learn from Lady Gaga and companies who create both buzz and meaning.

Comments Off
« Newer Posts — Older Posts »




  • Categories
    • 100 Best (90)
    • Advertising (18)
    • Ask 8cr! (23)
    • Audio (120)
    • Author Pow Wow (2)
    • Bestsellers (8)
    • Big Ideas (167)
    • Blog (594)
    • Book Awards (100)
    • Book Reviews (217)
    • Careers (44)
    • ChangeThis (67)
    • Communication (81)
    • Current Events (87)
    • Customer Service (38)
    • Design (38)
    • Entrepreneurship (9)
    • Events (25)
    • Excerpts and Essays (338)
    • Fables (1)
    • Finance and Economics (89)
    • Friday Links (99)
    • General Business (193)
    • General Management (248)
    • Global Business (78)
    • Guest Post (8)
    • History and Biographies (99)
    • Human Resources/Organizational Development (99)
    • In the Books (5)
    • InBubbleWrap (23)
    • Information Technology (69)
    • Innovation (117)
    • International Bestsellers (28)
    • Internet (23)
    • Interviews (17)
    • Jack Covert Selects (627)
    • Jack's Thoughts (38)
    • KnowledgeBlocks (4)
    • KnowledgeBlocks (2)
    • Leadership (169)
    • Lists (164)
    • Marketing (300)
    • Misc. (287)
    • New Releases (32)
    • Newsletter (2)
    • Personal Development (196)
    • Personal Finance and Investing (42)
    • Presentations (1)
    • Public Relations (7)
    • Publishing Industry (183)
    • Quotations (105)
    • Retail (19)
    • Safety, Health, and Wellness (14)
    • Sales (66)
    • Small Business (50)
    • Social Responsibilty (40)
    • Start-ups (78)
    • Strategy (93)
    • Technology (11)
    • The 100 Best (13)
    • The Company (140)
    • Thinker in Residence (6)
    • Thought Leaders (32)
    • Training and Development (12)
    • Uncategorized (604)
  • Meta
    • Log in
    • Entries RSS
    • Comments RSS
    • WordPress.org



 
800 CEO Read - Daily Blog - 100 Best Business Books -
© 800-CEO-READ (800)-236-7323