The Age of Engage

- by Denise Shiffman

Remember the traditional 4 Ps of Marketing? Well, Author and best-seller, Denise Shiffman, sheds light on a ‘new and improved’ makeover to an outdated marketing model which was developed in the 1960’s. Her book entitled: The Age of Engage speaks to the intellect of the business professional, cutting-edge marketer, enterprising graduate student and ultimately a new generation of consumers (characterized as the Net Generation). The book highlights industry trends “explaining the shift in marketing and providing great ways for companies to survive and thrive on the Internet and beyond”.

The Age of Engage “offers an introduction to Web 2.0 and Web 3.0 and expands on the role of the Internet as an effective tool for businesses to truly interact with their target audiences”.

What makes this book relevant to the avid reader is the fact that a pinch of social networking is incorporated into the book. Companies should embrace the presence of social and interactive media built into the majority of the business models we see today. These elements are essential in capturing many of the existing market needs and transferring this data into an attainable marketing strategy.

Shiffman also does an extraordinary job in tying in much of her professional consulting experience with her research. It is this experience which she uses to to demonstrate here points throughout the book. The Age of Engage is about recognizing that success lies in companies who seek to engage. Just look around, “engagement is more and more presented as the next thing in marketing and analytics”.

 
Bright Triumphs from Dark Hours

– by David Heenan

I have known David Heenan for many years, and have enjoyed many of his books, but this one hit a chord with me. Since I have spent much of my time fixing broken organizations, I found this book very engaging. David picked some of my personal heroes, some I did not know and even some, who I did not actually agree with. That said, he highlights that some, when thrown into the fire not only survive, but rise to the occasion and convert the disaster into a triumph. From Joel Klein, a business man turned remarkable educator to Pattie Dunn, a board Chair at HP who had the courage to stand up and fight for good governance in the face of the “good old boys,” David shows that winning in the face of the “hell hole” takes courage, determination and a refusal to give in to the forces of the impossible. A very inspiring grouping of stories. David Heenan has fought many of these same fires and he knows of what he speaks.

The Inspiring Leader
 
Finally, a book that takes into account the very principles that motivate my own leadership style. Historically, the business world has not acknowledged the importance of inspiration and passion in the workplace, deeming them immeasurable and therefore avoided or given no credit. Authors Zenger, Folkman and Edinger cite evidence that is indisputable: Employees’ commitment and loyalty to the organization is undoubtedly greater when they have a leader that they consider inspiring. The Inspiring Leader reminds me of a chapter in my own book titled “Passion.” Where passion is lacking, success will be lacking as well. Passion stimulates energy, desire, confidence, and faith in the ability to achieve extraordinary results. Passion Inspires!

The Next Level

During my long career, one of the most difficult transitional challenges I’ve observed is that of moving from employee to leader.. In my own book, I refer to them as “accidental leaders”; someone who is put into a leadership role when he or she isn’t necessarily ready to perform those duties. Mr. Elbin helps these “new managers” understand the importance of adjusting their behavior to better fit into these managerial roles, and the flexibility that is needed to make a successful transition. I enjoyed the book’s emphasis on establishing presence for yourself in three different areas: Personal Presence, Team Presence and Organizational Presence. The results of reading this book will leave new managers with confidence, a sense of trust in their employees and strong relationships with other managers.

Let me start by saying that I am a huge Ram Charan fan. He is, in my view, one of the best executive coaches in the US today. In addition, he is also one of the best thinker/writers in the world of leadership. These two books are first class examples of both the thinker and consultant.

Execution

In Execution, Ram (along with Larry Bossidy) has written an outstanding book on what leaders must do…Execute… We call them executives for a reason, although far too many simply forget that “getting the job done effectively” is exactly what they are there to do. Execution makes a powerful case for leaders focusing on the core disciplines required to get the job done. If you waste your time on strategy, and then do not focus on what it takes to execute the strategy, then the brightest will look like idiots. This is a practical book that made even an old “operator” like me think about the core principles. If you want to be a success at executing your great ideas, read this book.

What the Customer Wants You to Know 

In What the Customer Wants You to Know, Ram turns his attention to the sales organization. Here he uses the story of a company and a salesman who seems to have lost the ability to close the deal. The story leads the reader to understand the simple fact that if all the sales organization does is attempt to sell their product or service, then failure will result. The book attempts to get the sales and Marketing organization to focus on the customer needs, and to develop a customer centric, problem solving focus that ends up creating solutions to prospect needs. In short, it forces deeper inquiry into the true internal challenges, to understand the customer’s systems needs and to create a “solution” that is directly focused on their unique challenges. This book is the thoughtful aspect of Ram. He is challenging the traditional view of sales.

I highly recommend both of these books to you… One reinforces sound, established thinking, the other encourage new, creative thinking.