This book is a classic of marketing and is recommend often among entrepreneurs and successful CEO’s alike. This book is compact and easily distilled to your particular situation. I found it VERY helpful to understand marketing in general but also as a lesson in organizational change as well. While it might not seem useful internally to an organization, this book is fundamentally about individual and group psychology, choice theory, influence, and customer satisfaction. When viewed from those angles these 22 Laws become VERY useful to a much broader audience. I recommend this book for leaders and managers, marketers, industry and market analysts, entrepreneurs, and startups.
Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers
Crossing the Chasm is a fundamental business and technology classic. Timeless in its analysis and understanding of human and societal change and adoption, this book will layout out the core elements of product marketing but also change management in general. This book has proven and well researched strategies to create massive adoption curves for new products, services, and organizational change. I recommend this book for technologists, product developers, marketers, and change agents.
The Paradox of Choice: Why More Is Less
Have you ever been overwhelmed by the number of options and choices you have for one single decision? What about a seemingly endless stream of choices and options? What about always feeling regret and anxiety after finally making a choice and taking action? In Paradox of Choice author Barry Schwartz explores the psychology of choice from an economic, professional, and personal perspective. Backed up by research, this book uses a model of “types of choice makers” - Satisficers and Optimizers, each having it’s positive attributes but also, when in the extreme, can result in significant psychological impairments. I’ve experienced plenty of the symptoms this book describes but I’ve also seen it play out as I raise my children. They’re overwhelmed by choice ALL THE TIME that we as parents and society impose upon them. This book was an eye opener from a personal level but also as a professional in continuous improvement, management, and engineering. Being deliberate and well thought out when presenting alternatives and choices for decision makers will much more beneficial for everyone in the long run if they are trimmed down, paced, and crafted in appropriate ways. This book will help you identify your own choice making attributes, those in others, as well as how to step back from feeling overwhelmed or overwhelming others with choice. I recommend this book extensively to parents, managers, marketers, consultants, engineers, and UW Philosophy Department professors and graduate students.
Thinking, Fast and Slow
Nobel Prize winner Daniel Kahneman lays out a significant body of research, application, and experimentation concerning cognitive biases, neurology, and evolutionary psychology. While the book is lengthy and can be dry at times, it is organized around specific biases, how they were identified, what the latest research suggests, and how one can work to overcome there ill effects in work and life. I love the “System 1” and “System 2” model, while he openly states is VERY imperfect, it does help the reader to differentiate the conscious, aware, slow and “thinking” brain from the unconscious, fast, and unaware parts of our brains. This book and associated research is cited extensively in many other books I’ve read across marketing, psychology, business, management, network theory, innovation, and much more. This is a centerpiece of cognitive theory and principles and I recommend this book widely to friends and colleagues.
Influence: The Psychology of Persuasion
Dr. Cialdini does a great job in describing the fundamental components of our psychology and neurology that result in characteristics that influence how we’re persuaded to take action and change our behaviors, attitudes, and beliefs. His 6 Principles of Persuasion are: Reciprocity, Scarcity, Authority, Consistency, Liking, and Consensus. In each chapter on these principles, he relates research, real world examples, and his own personal experiences with being knowingly and unknowingly persuaded by these or a mixture of these tactics. I found this book VERY helpful in understanding my own psychology and susceptibility to persuasion but also what I can do to divert or at least be much more aware of when these principles are being used directly or through advertising on me. These are just fundamental human characteristics and not “bad” in and of themselves, it’s on bad when unethical or devious intents and outcomes are sought. I recommend this book for all leaders, managements, change agents, continuous improvement professionals and for those interested in psychology, cognitive biases, and marketing.