In a world with infinite choices, how do you stand out so that clients choose you over every other choice they have? According to Seth Godin, the key is to know which projects and opportunities to focus on and which to quit. His book, The Dip, is a short, motivational guide that teaches you when to quit and when to stick it out.
In a world of infinite choices, how do you communicate your ideas in a way that people will understand and remember what you tell them? How do you make your ideas as sticky as those urban legends about kidney heists and razor blades in Halloween candy or pseudo-facts like you only use 10% of your brain or that the Great Wall of China is the only man-made object visible from space? Or all those conspiracy theories and tales of celebrity shenanigans that spread like wildfire, regardless of if they have a grain of truth to them? That’s the key issue that brothers Chip and Dan Heath’s book, Made to Stick.
Web 2.0 marketing can be a daunting endeavor to undertake for virtually everyone but those on the bleeding edge of technology. It seems every day there’s a new technology that hits the market or a new social network opens its doors or the trends shift from blogging to audio/podcasting to video. With all those new changes, it’s easy to become obsessed with doing it right the first time, overwhelmed with all the new choices each day, and frustrated that you can’t keep up.
Unlike most sales books that are written from a salesman’s perspective, this book is based on Gallup research of sales people who were consistently in the top 25% of their company’s sales forces and sold 4-10 times more than average performers. The research is based on interviews with 250,000 salespeople, over 1 million customers and 80,000 managers.