Email Marketing by the Numbers
by Chris Baggott
With a title like Email Marketing by the Numbers, one would expect the book to cover testing and analytics. “The organizations that embrace testing as an integral part of their programs simply outperform those that don’t… Rarely can the people within a company judge what is going to be successful outside of it.”
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The Lost Art of General Management
by Rob Waite
In The Lost Art of General Management, Rob Waite shares practical insights from his career as a hands-on general manager for various building materials manufacturers in the U.S., Canada, Latin America, and Europe. Like a good executive communicator, he gets straight to the point.
Waite contends today’s managers have become functionally myopic. A general manager needs to take a broader view, while understanding how the company makes its money and how its customers make money.
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How: Why How We Do Anything Means Everything…in Business (and in Life)
by Dov Seidman
The book is about ethics and reputation, value-based cultures vs. rule-based cultures, and as the author likes to say, “getting your hows right.” There are some valuable messages in the book.
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The Adventures of Johnny Bunko: The Last Career Guide You’ll Ever Need
by Daniel. H. Pink
The Adventures of Johnny Bunko is a short graphic novel about a young accountant who hates his job. In the story, a supernatural career advisor presents six guiding principles:
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The ACME Catalog
by Charles Carney. Illustrations by Scott Grass
As seen on TV! ACME has been the preferred vendor of your favorite Looney Tunes characters for over 60 years.
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How to Write an Inspired Creative Brief
by Howard Ibach
In an advertising agency, a creative brief is a set of instructions for the creative team, providing a clear understanding of the communication objectives and expected deliverables. “If you get the brief wrong, the creative work you see at the end of the process, when your team presents it, will also be wrong.” Garbage in, garbage out.
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The Quick and Easy Guide to Mind Map
by Thomas C. Randall
This book introduces the topic of mind mapping. A mind map is a diagram used to visually communicate the relationships between ideas. The mind map starts with a keyword or short phrase. Lines are drawn out to sub-ideas, then to sub-sub-ideas if applicable.
The book explains several uses for mind maps, such as:
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Management Rewired: Why feedback doesn’t work and other surprising lessons from the latest brain science
by Charles S. Jacobs
This book is applies neuroscience research to the field of management.
The trend in business has been toward making data-driven decisions, but Charles Jacobs explains why using only the logical side of our brain would lead to myopic decisions. Fortunately, the prefrontal cortex is connected to the amygdala, the portion of the brain which deals with emotion and memory, and this helps us make judgments based on previous experience. This reminded me of what Jack Welch has written about managing from the gut, which Welch says is basically pattern recognition.
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Repositioning: Marketing in an Era of Competition, Change, and Crisis
by Jack Trout with Steve Rivkin
Repositioning by Jack Trout (1935-2017) is a follow-up to a book called Positioning: The Battle for Your Mind, which Trout co-wrote with Al Ries 30 years prior.
Positioning is a competitive strategy, which Trout defines as “how you differentiate yourself in the mind of your prospect.” Repositioning is about adjusting perceptions about you or about your competition. Trout stresses simplicity–you need one powerful differentiating idea, the more obvious the better.
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The Fall of Advertising and The Rise of PR
by Al Ries and Laura Ries
The Fall of Advertising and The Rise of PR is about the role of PR versus the role of advertising in brand marketing. The thesis is that PR is needed to launch a brand and establish its identity; advertising is for maintaining an existing brand’s position. The reason is that advertising has no credibility, so it can only remind people of what they already believe.
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The Key Point 