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Required Reading

Do Good: Embracing Brand Citizenship to Fuel Both Purpose and Profit

For many businesses, success comes in unexpected ways. Toms grew into a $600 million company by giving away 35 million pair of shoes. Patagonia's profits have climbed year after year even as it funnels heavy investments into sustainability.

And it's not just millennials rewarding companies with causes. In every age group, people commit to brands that show good citizenship. From CVS's destocking cigarettes to Chipotle's ethical sourcing, people want to see fair employment practices, social responsibility, and charitable giving--and they quickly call out negligence.

Based on extensive research with thousands of consumers, Do Good documents this sea change and explains how to embed social consciousness into a company's DNA.
[More About This Book]   Jan-14-2018

 

Secret Sauce: How to Pack Your Messages with Persuasive Punch by Harry Mills

When it comes to messaging, what worked in the past won’t work today. Our noisy, digital world has undermined our ability to focus.

For a message to grab attention and persuade, it now has to pass the SAUCE test and be: Simple, Appealing, Unexpected, Credible, and Emotional.

Secret Sauce shows you how to transform unconvincing messages into compelling copy. It comes with a 15-question SAUCE test and a Heat Gauge which allows you to precisely measure the persuasive impact of your messages.
[More About This Book]   Sep-03-2017

 

Driving Digital: The Leader's Guide to Business Transformation Through Technology by Isaac Sacolick

Every organization has a plan for updating products, technologies, and business processes. But that's not enough anymore. With disruptive startups outperforming industry stalwarts, executives everywhere are pushing greater growth and innovation. Staying competitive demands a complete digital transformation.

For professionals charged with leading technology-driven change, the pressure is intense--and the path forward unclear. Author Isaac Sacolick has successful y spearheaded multiple transformations and helped shape digital-business best practices.
[More About This Book]   Aug-20-2017

 

Let the Story Do the Work by Esther K. Choy

It sounds so simple: Incorporate a story and people will remember your message. But when you get down to crafting one, there’s nothing easy about it.

Material for stories surrounds us. Yet few people are skilled at sharing personal anecdotes and even fewer know how to link them to professional goals. Whether you want to stand out in the interview process, add punch to a presentation, or make a compelling case for a new initiative, Let the Story Do the Work shows you how to mine your experience for simple narratives that convey who you are, what you want to achieve, and why others should care.

Packed with enlightening examples, the book explains how to find the perfect hook, structure your story…and deliver it at the right time in the right way.
[More About This Book]   Aug-02-2017

 

What Customers Crave Nicholas J. Webb

The best companies in the world discover what their customers desire--and then deliver it in memorable and deeply human experiences. How well do you know your customers? "What Customers Crave" examines how the hyper-connected economy is radically changing consumer expectations, and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you're well on your way to success.
[More About This Book]   Jul-11-2016

 

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