Consulting Basics Summary

Consulting Basics Summary

A Complete How-To Guide to Help You

Set yourself on the road, without turning back – otherwise, you’ll feel sorry that you didn’t claim what is rightfully yours. Consulting Basics Summary establishes the fundamentals to get success within reach.

We summarize some of the key concepts found in Joel’s amazing, consulting story.

Who Should Read “Consulting Basics”? And Why?

Several elicitation techniques can help you gather information about the system; you are trying to improve or transform. Worksheets, Interviews, Observations, JADs, and questionnaires are some of them. Generally speaking, we really put this book on the map, and advise every person interested in consultancy to give it a go.

About Joel Gendelman

Joel GendelmanFor more than two decades, Joel Gendelman has been involved in designing solutions for organizations, and companies that needed his expertise. As the founder and president of Future Technologies, he brought change to his organization as well. Joel also wrote Virtual Presentations That Work and Consulting 101.

“Consulting Basics Summary”

To start your career as a self-sufficient, independent consultant, takes guts and certain expertise. You may think it’s not suited for everyone, but that actually depends on many factors, which determine whether you have the skills to succeed as a “loner.” These business capabilities can be categorized and subcategorized into several types all leading to unique revelation.  

What this in reference to?

First and foremost, every endeavor begins with discipline, and determination which puts you in a position, where your bargain days are over – it’s either do or don’t!! If you have that drive, and motivation to endure, get up each day with that notion of success and leave your mundane concerns aside.

Who stops you from being creative?

The basics of consulting involves research, and utmost dedication to outline those requirements needed for making a system from which some institution would benefit.

What’s your daily job?

As a second-rate employee, you must be feeling awful, suffocated from your superiors!! No worries, Joel Gendelman, exposes some valuable secrets that exploit your capacity as a qualified individual, who rarely relies on outside help.  Keep track of progress, and earn your living with a different set of abilities.

The fundamentals to success, are often described as mental skills which surpass the “learned ones.” Referring to are you eager to thrive, despite the working environment and the risk it carries?

Here’s the best part:

Like any proficient consultant, the author Joel Gendelman of “Consulting Basics” displays concise, transparent methods to flourish in consultancy. Give your thoughts on the issue and present reliable solution.

What do I need?

Don’t make your business suffer due to lack of ambition. Analyze the system’s weakness and offer improvements. Aspire solutions, and you’ll witness growth and success. It’s if you can analyze yourself impartially, be realistic about what you can offer.

We want, and expect an honest answer – Are you prepared to go on your own?

Self-employment doesn’t require only a set of skills, instead of believing in useless concepts, you can build that self-esteem and make your way through life.

Full-time jobs offer a sense of security, and stability, but remember the days of working in a single company for 50 years are long gone.

This calls into question – is the world prone to fast advancement?

If you wish to enhance on a professional basis, a full-time salaried position is not the solution.

First and foremost, one must start with an objective overview of his/her talents. Unlike successful businessmen, the “average people” overestimate or underestimate their capabilities – finding a perfect balance is key.  

What are you good at? – How do you evaluate success? Which task do you prefer or hate to do?

All these questions, are combined in a single questionnaire, that transforms your mindset, and makes you want to live in a world where you’be your own boss. Unfortunately, many skilled individuals are not ready to cope with the price that comes as a result of this attitude. They take refuge behind job security, unwilling to admit, that they’ve been exploited.

Key Lessons from “Consulting Basics”

1.      Analyze the current situation
2.      The real threat
3.      An easy way to start

Analyze the current situation

When your business journey starts, you’ll realize whether you have or not a breaking point. At some point, the feeling of stress can become overwhelming but look at it as a test, a self-employed assessment.

Take your time with everything, and provide an unbiased oversight over your financial reports. Engage marketing experts, and make an investment so that customer will have a knowledge of your skills, and how you can aid them in times of crisis.

The real threat

In reality, in the eyes of prospective employers, you’ll always fulfill that place of an annoying person or associate. Let’s get real here; you’ve come on their doorsteps with the intention to endanger their status.

In other words, if the corporation trusts you, there is nothing to fear. A great salesman doesn’t lack that native wit or the determination.

Since buying/selling process is built on trust, we advise that you take it from the beginning, and try to get to know your customers and their demands.

An easy way to start

For now, you don’t need anything fancy, or expensive, like equipment or office. All you’ll ever feel a necessity for will be your interpersonal skills, and technical know-how.

If this doesn’t surprise you, well you are one step closer to the job of your dreams.

In general, as far as the independent consulting position is concerned, all a person requires can fit in a small room, like a functional desk, telephone, printer and a computer.

Like this summary? We’d Like to invite you to download our free 12 min app, for more amazing summaries and audiobooks.

“Consulting Basics” Quotes

Everyone likes to know someone who has gone out on his or her own and done well. Click To Tweet When do you need an agreement? Always! Click To Tweet

Many companies view consultants, not as highly qualified professionals, but as dime-a-dozen peddlers. Click To Tweetand timing.” username=”getnuggetapp”]

Consulting is one of the greatest professions in the universe. Click To Tweet

Our Critical Review

This book is perfect for people who hesitate to take the next step towards freedom and success. Probably “Consulting Basics” lack a bit of ingenuity, but that mustn’t stop you from giving Joel Gendelman’s material the attention it deserves.

Grown Up Digital Summary

Grown Up DigitalHow the Net Generation Is Changing Your World

You are surrounded by people that grew up in a technologically advanced world. There is a high possibility that you are one of the Net Geners.

Net Geners, you ask, who are they, why are they different and how will they alter the world?

That is precisely what we will give you insight about in our summary of Don Tapscott’s “Grown Up Digital.”

Who Should Read “Grown Up Digital”? and Why?

In his book “Grown Up Digital” Don Tapscott explores what happens to the generation that was born in the era in which technological advancements are a common practice. Tapscott tends to various concerns and digs into allegations connected to this “New Generation.” He finds that the prejudices against this generation are not justified. We recommend this book to an extensive list of readers. All marketing specialists and futurists, anybody intrigued by the digital culture and any HR experts who are considering how to incorporate Net Gen into the workforce will benefit from reading this book.

About Don Tapscott

Don TapscottDon Tapscott was born on July 1, 1947, in Toronto, Canada. He is an author, consultant, business innovator and executive that is focusing on combining different business strategies that would generate an organizational transformation in the society. As a founder of New Paradigm, that is currently owned by NGenera,  and as a CEO of the Tapscott Grouping,  Don Tapscott encourages companies to overcome organizational boundaries by associating with the latest technologies.

“Grown Up Digital” Summary

You have heard of the Net Generation (also called Net Gen), haven’t you? You may as well be a part of it. If you have, you have probably also heard that Net Geners are addicted to their PCs, which have destroyed their brains and their social abilities, and left them brutal and juvenile.

Indeed, this generation is unique as opposed to earlier ones. However, can you expect it not to be?

Let’s start with providing some context.

It is the first generation to grow up surrounded by digital innovation. Net Geners expect consistent, steady access to electronic devices, the Internet, and to each other, by some means of electronic communication. Those components have changed how Net Geners act and even how their brains work in a few areas.

However, a large number of these progressions are positive.

The Net Generation’s members were born from 1977 to 1997. They’ve been around computers since before they could walk. They are so used to technology, that for them it is quite like air: essential yet invisible. Their constant connection with others worldwide has delivered the first global generation. They share eight principles that unify them as a generation: freedom, customization, scrutiny, integrity, collaboration, entertainment, speed, innovation.

Since Net Gen individuals were surrounded by technology their entire lives, they are much more capable than prior generations. This has created lap between generations in which younger people must guide and teach the earlier generations. Net Gens utilize the media uniquely as opposed to their predecessors. They are dynamic receivers and consumers. Around 80% of them read blogs and interact by leaving comments and posting links. They are multitaskers, watching TV while messaging, chatting or surfing the Internet. They see computers as a place to gather with friends, rather than mere instruments. Their communal spaces are not in the physical world but on social networks.

Yet you cannot consider Net Geners as antisocial. They are instead creating an altogether new set of social skills.

Key Lessons from “Grown Up Digital”:

1.      Brain Change
2.      How the Net Gen Will Change Social Institutions
3.      How Net Geners Will Change the World

Brain Change

Communication with technology has changed Net Geners’ brains and way of thinking. Studies show that Net Geners’ experience related to multimedia has made them better visually as well as at spatial mindfulness. They are better at eye coordination and are more efficient chiefs and associates. Their memory is not as good, yet the Internet access to information makes it less critical. They are gifted at zooming from site to site, arranging, filtering and surveying data.

What hasn’t progressed?

Critical thinking, since it requires focus, and Net Geners lack it – hence they may need to figure out how to disengage from distractions.

How the Net Gen Will Change Social Institutions

Traditional education that passes information to students as passive observers no longer work. Education methods are outdated. Since students can gather information in a split second on the web, and since the assortment of information in any given profession now gets rapidly obsolete, education should not only concentrate on transmitting information, but rather on showing students how to learn.

Furthermore, Net Geners will act differently as part of the workforce. Instead of being faithful to one boss, they will take after their career desires – changing occupations, seeking after autonomous entrepreneurial ventures or coming back to old employers after experiences in learning.

How Net Geners Will Change the World

Net Geners will not merely acquire the world. Rather than that, they will change it.

That is the kind of quick empirically based political change to anticipate from Net Gen individuals, who expect they have the privilege to be heard and to act. They will not sit tight for some higher-up to take notice. They realize that they can make a worldwide splash in a moment using the interconnected nature of the Internet. Volunteering is up, and Net Geners are significantly more concerned about the global ramifications of their actions, as opposed to earlier generations. Many people search for green products and demand trustworthiness from their organizations.

Like this summary? We’d Like to invite you to download our free 12 min app, for more amazing summaries and audiobooks.

“Grown Up Digital” Quotes

Technology is influencing the way kids think and behave, but it’s a two-way street – the way kids think and behave is influencing and shaping the Internet itself. Click To Tweet To win the war for talent, companies will have to completely rethink the way they handle the Net Geners, from the first contact to after they leave the company. Click To Tweet This new generation of workers is forging a new way of doing business – using Web 2.0 communication tools to create a collaborative workplace. Click To Tweet We’re seeing the early signs of a major collision between the freewheeling Net Generation and the traditional boomer employees. Click To Tweet The Net Gener who wants to change the world now has not only a digital printing press but the equivalent of a million volunteers to pass the flyers from friend to friend. Click To Tweet

Our Critical Review

Where Tapscott presents his vast research, he is profoundly persuasive in his views. When he talks about his positions, however, his explanations are less convincing.

Big Brands, Big Trouble Summary

Jack Trout enforces the fishing technique. In order to catch a big fish, you need a good bait, and he knows how to intrigue customers.  

Today’s topic starts with an ironical anecdote – brands like IBM, Digital Equipment and others, portrayed as untouchable leaders in – In Search of Excellence – have run into serious issues, mostly operational. In other words, not even the so-called – flawless brands are able to cope with severe challenges existing nowadays. In fact, the bigger the company, the bigger the problems. Don’t get this the wrong way, because sometimes phrases like this can misguide you into making conclusions that are not even close, to the actual situation.

People often think that these corporations endured for so long being among the top-notch enterprises, due to their flawlessness, and the ability to avoid getting into trouble. Don’t be deceived by this claim, and think logically, how can an organization of thousands of people, operate efficiently without room for miscalculations and mispredictions. These brands step-by-step gained influence beyond corporation borders and consequently received far more responsibilities. In addition, the reputation building process relies on not just the right calls, but also decisions that you’ve wished never happened.

Ordinary individuals think that brands have no tolerance for human errors – an entirely false theory! Of course, everyone tries to improve the decision-making potential, but at what cost? Getting in touch with your end-customers is the essence of designing a profitable business objective. However, that’s easier said than done, due to globalization, and intense competition is troubling the start-ups these days. Your task, as an executive, owner, manager or associate is to investigate what is the cause of failing to adapt. The sooner you have access to the information that troubles your company, the better. Afterwards, you can focus on understanding the processes, which interfere in making the system function in a way it shouldn’t.

According to experts, one of the biggest mistakes typical for modern companies is relying strictly on production and operational activities. Obviously, the cutting-edge technology you use to develop these commodities is important but not crucial. For instance, if a successful, well-established brand has most of the market share in your industry, you’ll probably have a hard time in order to position your brand well on the market – regardless of whether you have the better product.  

The head of the marketing firm Trout & Partners – Jack Trout draws from his own experience and seeks for details related to any information potentially leading to the explanation of why big brands, get into big troubles. Messing up things is an integral part of our nature, thereby the goal is to reduce these miscalculations. Inaccuracies and economic setbacks burst the bubble of prosperity, but not destroying it.

The irony leading to inconsistencies have a close relationship with profits. Frequently, big brands tear up those concepts which have shown a dose of inaccuracy in the past. The quality loss emerges from different reasons, but it doesn’t damage the picture that a certain brand represents. The breakdown stories reflect some of the processes unfolding in Coca-Cola, AT&T, Xerox, Digital Equipment, etc.

To sum it up, let’s move one step back and discuss this branding debacle that occurs once in a while. Trout underlines corporate deficiencies and puts the blame on companies with a shallow perspective. CEOs, biased Board of Directors and incompetent managers are the guilty party, become they have a hard time trying to keep everyone on their toes.

Who is this book for

This book comes highly recommended to those individuals, who want to learn the techniques of managing large enterprises, and the challenges which occur along the way. The process of facing these obstacles, serve as a mirror, to indicate what matters require extra attention. As an illustration of this point, the author lays out some concepts that are proven to be useful in all industries. You can further investigate, what does suit your business or doesn’t, but at the end of the day, – Big Brands, carry Big Trouble.

Author’s expertise and short biography

As we said earlier, Jack Trout is the co-founder of a U.S. based marketing and consulting company – Trout & Partners, operating in 12 different countries. The client’s database includes brands like AT&T, Merrill Lynch, Coca-Cola and Southwest Airlines. He was born on January 31st, 1935 in New York, and passed away on June 4th, 2017.  

Key Lessons from “Big Brands, Big Trouble”

1.      Presentation takes the front seat in avoiding troubles
2.      The perfect ratio
3.      The switching brand practice is killing the companies

Presentation takes the front seat in avoiding troubles

How you present your offerings, is 9/10 times more valuable asset in brand-building than emphasizing the quality of products. Perception has a huge role, because customers inflict judgment on your product, mostly referring to the message being delivered. In either case, comprehend that the world of marketing requires creativity, which covers perhaps all the product disadvantages.

The perfect ratio

Customers are crucial for any organization, you as a manager should focus on finding the ideal ratio between production/customer-centric perspective. It’s hardly possible to intertwine these two, without reducing the effect from at least one of them.

The switching brand practice is killing the companies

Let’s cut right to the chase, and analyze what creates loyal customers, and why switching brands has become common practice nowadays. The Digital Age offers thousands of new possibilities; it’s not like the old days when people had a few options. That leads to the development of a new business platform, which targets the unique preferences of target groups. Although gaining a competitive edge is the final goal for any company, often firms lose that advantage in a blink of an eye due to various reasons.

If you feel like this is the book for you, feel free to contact us for further information. You can download our mobile app and share your experiences with us. Between you and your book, there is a one-click delay – check it on Amazon;

Permission Marketing Summary

Ads are supposed to be catchy, in terms of grabbing customer attention within seconds. In this book summary, we will discuss how to achieve that.  

First of all, don’t get too comfortable with the process of spending thousands of dollars on a single marketing campaign. By all means, money can’t buy creativity and uniqueness. In fact, a marketer can start by putting himself/herself into a customer’s perspective, and interpret the message conveyed – impartially. In other words, you should discover what your customers expect from you. Adhering to old concepts, the bigger- the better; can lead to total disaster. You’ll end up penniless without seeing any positive results.

The Yahoo’s head of direct marketing once said, “If you are not familiar with consumers preferences, just ask them”. Simple as that. You don’t need to waste any time trying to work things out, only investigate their needs. In reality, the marketing departments give priority to expensive marketing campaigns and neglect other elements like production, management, finance, etc. “Permission Marketing” is the embodiment of a successful journey, that guarantees ROI.

Seth Godin only provides assistance and emboldens organization, to award the customers by handing over a responsible role, before launching a “campaign”. Let’s clear everything linked to permission, and why the author indicates that the learning process has much in common with everything else. In fact, by traditional standards, authorization and participation meet on controversial grounds. In spite of living in the Information Age, a time of lesser social restrictions, it seems like we don’t have the time when it comes to pleasing our customers. Many would disagree, but let’s look at the facts.

Loyal customers don’t want anything in return other than a product that satisfies their needs. On the other hand, when targeting new markets, in order to gain trust, permit customers to start the editing process on your behalf. Don’t acknowledge the theory that customers are not interested in making their contribution. If you plan on “donating” your budget or provide a reward for customers that respect your creativity, you’ll end up bankrupt in no time. Payments, bonuses, are inefficient strategies, mainly because they do not last.

Major breakthroughs in the world of marketing emerged as a result of openness and ingenuity. However, you can save money by allowing the customers to do the job for you. What does this mean? It means, instead of conducting extensive analysis, that is unlikely to pay off, you can get better results with a lower budget if consumers are willing to cooperate. Direct marketing experts endorse the idea of having a “Permission” rather than “Interruption” marketing.  

In the world of business, the cost-effective ratio, alongside other metrics determines whether you are applying the right strategy or not. From a customer perspective, how beautiful it would be, if every manufacturer or service provider consults you first, before embarking on a shallow campaign. The resistance towards this foolish approach is only a consequence of some company’s imposed advertising, that doesn’t produce any valuable piece of information or lacks that inner spark.  

Undoubtedly, the Internet is the brand-building brain that enables this whole operation to function. However, it’s disgraceful to expect technology to do all the hard work, due to your inconsistencies. Godin’s compelling book gives powerful insights and a scheme that can build an all-encompassing system. GetNugget embraces the idea of having “Permission” rather than “Disturbing” set of ads and recommends this easily-absorbable book to marketing executives, students, and other independent decision-makers.

Who is this book for

This book gives the term “Marketing” a whole new dimension, from a different standpoint. Due to the abundance of information, the world is hoping for an internal organizational shift. People are annoyed by thousands and thousands of imposed messages and thereby is only logical to seek only relevance, not quantity. In addition, individuals who strive for allowing consumers to participate in the ads-developing procedure indirectly will be thrilled by Seth Godin and his theories.

Although the busyness drives people crazy, conveying a message without conducting research, is like buying groceries randomly – without even checking what suits you. Stay alert to new business opportunities, and grab every possibility along the way.

Author’s expertise and short biography

Seth Godin was born on July 10th, 1960  in New York. He had many successful campaigns during his career. He also had an executive role in Yahoo as the vice-president of direct marketing for Yahoo, which later on was amazed by Yoyodyne, Godin’s company. As a brand manager Seth has worked at Spinnaker Software, a company developing multimedia products.

Key Lessons from “Permission Marketing”

1.      Creativity to the test
2.      “Out-of-box” mindset as one of the critical elements in launching an ad
3.      Dialogue instead of monologue

Creativity to the test

Addressing an audience is science, it’s mystery because there is not a single way working in every situation. In general, it all depends on various factors, like the environment, political situation, marketing capabilities, company’s market share, creativity, etc.

“Out-of-box” mindset as one of the critical elements in launching an ad

The out of box thinking patterns are crucial for taking into consideration the consumer’s permission before processing the commercial. Even though such approach is rarely practiced, you should once again reconsider your strategy.

Dialogue instead of monologue

Sometimes, paying attention to ads is a process linked to not just the message, but by the media as well. The time needed for a consumer to feel the pull is perhaps the most significant challenge in the world of marketing. The digital age certainly doesn’t have shortages of material required to build an ad, but lacking creativity is a common problem. As can be seen “Permission Marketing” targets a new method of “interacting” or establishing a dialogue between both parties, without interfering in other activities.

If you feel like this is the book for you, feel free to contact us for further information. You can download our mobile app and share your experiences with us. Between you and your book, there is a one-click delay – check it on Amazon;

The Momentum Effect Summary

See how momentum generates superiority, competitive edge and consequently leads to profits.

The best way to start is with your customers by understanding their demands. Often, companies are persistent to continue with their stubborn strategy or operating without the need for feedback. Industrialist used this devastating approach in the early 20th century. 100 years later, the method is not entirely torn off due to self-oriented reasons. However, let’s start investigating the wishes, wants and demands. In reality, emphasizing these elements will generate stability and long-term prosperity.

Companies should focus on instant growth, powered by high-quality staff that beats the odds on a yearly basis. The most dangerous scenario is related to visionless enterprises, typical for organizations which are more likely to skim off the top. Although competitors will not merely allow you to increase your market share, your strategy should aim global markets.

“Momentum-deficient firms” put some pressure on the production and continue to carry out processes which produce inferior goods. Companies that forge ahead used their technical know-how and other types of expertise to develop desirable commodities, without increasing the operating costs. In the meantime, creativity is kept on to a satisfactory level, in order to find new ways to improve in near future. In reality, to resolve these negative tendencies focused on marketing, an organization requires force-free, open-minded hand, guided by the highest decision-making structure.

The public expects your contribution – “solve someone’s problem and make money” is probably the most straightforward advice you will ever get. Surprisingly, innovation is not always the answer; you can also borrow an idea and customize it later to fit your standards. Don’t stick to “costly promotional campaigns” in the interest of all stakeholders. Become ruthless, despite all the societal restrictions imposed on your organizations. Your business endeavor is a reflection of the inside operations that manifest what is going on within the company. Marketing spenders have lesser funds to improve these systems and consequently produce higher market value.  

Take Apple’s products for example: Start with the question – Why the world loves these commodities? Are they an overnight brand-new revelation? The bottom line is, not even Steve Jobs achieved success in a matter of months, without continually attempting to get the picture of what the market requires. This surely highlights once again the concept – “Research”; and neglects the impact of extensive marketing campaigns. In other words, if you are a dreamer, hoping for an overnight boom, perhaps you should re-examine your idea.

Keep things real, form groups and use Apple’s strategy for targeting new customers and winning markets. In essence, the loyal customers make the difference. In this case, Apple received an outside help, earned its self-sustaining reputation and gained business momentum.

Why so few managers believe in this practice? Why is it infinitely more natural to pump up those promotion costs, and act as if operating processes are flawless. A must-have for the customer is a priority for Apple. This huge global brand focuses on those things, which are prone to change, in order to develop “high-tech” products. J.C. Larreche (business professor and consultant) impartially examines some of the companies that have such mind-blowing momentum, and the process of gain it.

The book doesn’t shy away from using “people’s language” when clearing up the power of momentum.  We prescribe this treatise on customer-driven individuals, managers, and owners who are tired of following marketing methodologies without seeing any results.

Who is this book for

This book is proven to be a valuable asset for managers, leaders, mentors, executives, seniors, financial advisors, consultants and other individuals whose opinion means something. Frequently, companies fail to identify the early signs of defeat, and thereby continue with the same practices. “The Momentum Effect” is more than just a marketing opponent; it covers an array of topics that can transform your company from mediocrity to superiority.

Use this time to underline some key takeaways and ultimately shift from “cost-oriented” to “research-oriented” person. This classic will also give you an insight on how superior goods are built. Remember, the activities conducted by your colleagues, employees or associates are nothing shorter than an illustration of the previously made arrangements and guidelines to follow some strategy.

Author’s expertise and short biography

J.C. Larreche is a business consultant and a manager who also works at INSEAD as an Alfred H. Heineken Chaired Professor of Marketing. As a consultant, he advised numerous global corporation out of the “Fortune 500 corporations” on how to improve to gain momentum in the long run. J.C. Larreche also heads a strategic development consultancy firm, where he focuses on customer-centricity.

Key Lessons from “The Momentum Effect”

1.      Beat the odds, and become enforce some “momentum” practices
2.      The “product-driven” method over Marketing-centric organizations
3.      Behind the scenes, in the product development process

Beat the odds, and become enforce some “momentum” practices

In fact, the momentum relies on not just environmental circumstances, but also on internal synchronization. It’s incredibly difficult to integrate all processes and pursue higher goals without bumping into issues like employee resistance.

The “product-driven” method over Marketing-centric organizations

Any type of growth doesn’t strictly depend on marketing; momentum deserves a lot of credit for making things happen. A study conducted in the mid-2000s shows that companies have capitalized on their capabilities and increased “shareholders value up to 80% due to the customer-centric orientation. This example displays how growth in revenues emanates, and why you should reconsider to lower down your marketing budget and put more emphasis on “The Momentum Effect”.

Behind the scenes, in the product development process

What would you do after your organization has decided to redesign the existing products (or build new ones) and make some improvements? – Probably go along with the process, right? Nevertheless, you as a manager or associate should go for identifying the target audience. Even if your company has created the best product according to its own standards, the potential customers may or may not be amazed by it; thereby conducting a research and discover their preferences is a top-notch priority.

If you feel like this is the book for you, feel free to contact us for further information. You can download our mobile app and share your experiences with us. Between you and your book, there is a one-click delay – check it on Amazon;

What’s Your Story? Summary

If your business, blog, web finds it difficult to engage with its audience, perhaps it’s time to tell your story. In fact, proficient marketers are the best storytellers.  

The modern age, brought more emphasis on how we sell, surpassing “what we sell”. This practice refers to promotion, and marketing of specific commodities or simply selling the story. Think of products as tools for making profits, let’s stop there for a second because successful brands think otherwise. The top-notch companies are offering a set of unique-brand products to gain a competitive edge, but in the meantime, they also increase their efforts to market those outputs. In either case, you must realize that brands like Nike, are holding the #1 spot long due to their energy spent on promotion. They actually, sell their story, without worrying what others have to say.  

For example, what these money-making machines have in common? Why the world is so set on quality while neglecting the story. Take this moment to reanalyze your strategy. First, full-scale product descriptions tend to get a little annoying, so how to engage with the audience? For instance, a creative marketer will start by borrowing a few lines from a company that already enjoys the reputation of a leader.

The myth that the best product wins is a conventional theory, not serving any purpose in these days. Generally speaking, the most original company, which has high-quality staff is more likely to engage with its target audience, then the one whose interests is particularly focused on the quality. Linking your brand with a name or phrase known to people, that signifies victory or success, can prove to be decisive. Now questions are asked – Why?
Who doesn’t want a great story? Which person thinks that victory or supremacy is unattractive? Your age doesn’t interfere with love for embarking on a dangerous adventure, even fictionally. The point, we are all living in our little world, our story, furthermore the storytelling process, transforms our restless mind into a standby mode.

Trustworthiness and accuracy do not bind any story. Deriving from your fantasy and perspective is okay too. In the end, the marketer should create a message, which delivers real value to the final customers.  How to design such a strategy, is a mystery, but you can bring your company as close as possible to resolve this enigma. To sum it up, stories, adventures, theories and myths all carry the fragrance of something indescribable, inspirational and timeless. Even the lessons about Gods emerged in the same manner, not bounded by any facts. This type of communication challenges the reader to put his story to the test and eventually “win some customers”.

Skimming off the top is the worst-case scenario for every entrepreneur. GetNugget invites you to ponder about the privilege, of changing your strategy or perhaps tell your old story in a new way. In the final analysis, several things need to get reconsidered. In short, engage with your customers by looking from their point of view. Although marketers are in “the driving seat”, sometimes it’s useful to share that privilege with the audience. The authors of “What’s your story”, Ryan Mathews and Watts Wacker, advise people, to share their story by using archetypical story themes emerging from face to face interactions.

Before we take this point one step further, this book will give you a clue on how to learn the basics of storytelling. These mind-blowing techniques optimize the quality of the message you are delivering, and in the meantime, produce one heck of a story for enticing your audience. Mathews and Wacker underline these essential elements, covering a wide range of aspects, all for the purpose of finding a reliable and respectable story to tell. GetNugget is glad to be part of this amazing adventure and invites you to come on board with us.

Who is this book for

“What’s your Story” is more than just a marketing book. It is the embodiment of future success; it represents hope for reaching a stage of stability and entrepreneurial control. GetNugget warmly prescribes this all-embracing classic to people who want to increase their presence on the market. The economy is challenging, but without creativity, it gets even tougher. Company’s goal is to lure as much as potential customers as possible. By all means, the ultimate objective is to get them within reach.

Authors’ expertise and short biography

Ryan Mathews is best described as a futurist, keynote speaker and an innovative thinker about organizational culture. At the present moment, he is the CEO of a consulting company and has obtained his BA from Hope College. Watts Wacker shares the same passion for writing, speaking and predicting the future in various controversial areas.

Key Lessons from “What’s Your Story?”

1.      Nike’s uniqueness and brand ingenuity
2.      Story + history = success
3.      Your brand sells the whole story

Nike’s uniqueness and brand ingenuity

A strong message is equally important as the quality of whatever you are delivering. Let’s return to the Nike example? The far-reaching influence of Nike is well-known, but how many of you are aware of the fact, that the name originates from the ancient goddess of victory – Greek mythology.

Story + history = success

The digital age isn’t a history killer. As we proceed forward discovering new things, people show their attachment towards history. Wondering how this can help your business grow and expand? Well, the essence of business success is intertwined with the basics of storytelling, thereby it serves a pivotal tool for reaching prosperity.

Your brand sells the whole story

In fact, there are no vast differences between branding and storytelling. Eventually, all managers go back and forth, trying to realize what they are doing wrong, referring to the company’s message. The process of allowing the audience to attach a unique identifier to a specific product is called branding. This can only be achieved right after, the process of acceptance.

If you feel like this is the book for you, feel free to contact us for further information. You can download our mobile app and share your experiences with us. Between you and your book, there is a one-click delay – check it on Amazon;

Brand Warfare Summary

10 Rules for Building the Killer Brand

The selling power of brand images is enormous – it is so big that even something ordinary can become “special” in the eyes of customers if it belongs to a particular brand. Take Orville Redenbacher for example, when he made a name out of his popcorn and attracted customers to buy it. Similarly, the John Hancock company turned insurance into a more attractive product for consumers.

The strength of a brand is reflected in each enterprise’s value. Interbrand ranks the world’s most known brands each year, and according to them, more than half of the Coca-Cola Company’s value comes from its brand name. However, branding is not connected to businesses only. Celebrities: musicians, movie stars, movie directors, writers, bloggers, think of their names as their brands.

So, what is a brand? A brand is the image and associations that pop up in your consumer’s thoughts when they encounter its name. The perceptions they get come from different places. They can come from their own customer-service experience, or they can hear about it on Tv reports, or read rumors on the Internet. Nonetheless, it does not matter where their perception comes from. What is important to you is that your brand name is connected to favorable images and thoughts. Whatever you do, have your brand in mind. Whatever decision you make, like entering a new market, supporting a local event, or reducing your customer services expenses, do it only if you are sure that it will improve or maintain your brand image.

Another thing worth mentioning is that once you reach your desired level of brand attractiveness, you must not stop. In the previous century, if you succeeded in building a strong brand, it stayed high on the popularity scale for a long time. However, many brands got destroyed because they were not flexible enough to meet changing market requirements. In the present day, consumers are more knowledgeable than ever. The environment is exceptionally consumer-centered, and the new technologies pose lower market-entry barriers, so more new brands enter the market. Living in a world full of choices, it is quite easy to slip up and lose customers. To stay competitive, you need to improve your brand and the customer experience you offer regularly. Price is no longer the dominant player in gaining and keeping customers.

If your firm comes across a problem, be sure to react quickly. First, do all you can you to protect your brand from a scandal. If false news or accusations hit you, try to resolve them before rumors spread. If, on the other hand, you make a mistake, then don’t try to cover up information. Instead, admit it, apologize, and make up for it. Remember, the most important thing is that you are fair to your customers.

Who is this book for

This book is a simple guide to protecting your brand image. Authors D’Alessandro and Owens present the principles of brand-building and protection and illustrate the process by mentioning real case scenarios. They mention not only successful stories, but negative examples as well. The basic principles that the authors refer to are familiar: continually working on your brand, sponsoring events, keeping up with the changing environment, etc. However, they pack their principles in fresh and breezy writing. So, if you like reading books on branding and marketing, this may be the book for you. We recommend it to beginners who are just starting up, as well as to people who want to polish up their branding knowledge.

Authors’ expertise and short biography

David F . D’Alessandro is the current CEO of John Hancock Financial Services. John Hancock is a Fortune 500 company, and under the governance of D’Alessandro, it was listed among the top 100 brands of the 20th century, according to the New York Times. D’Alessandro is a frequent guest on various TV programs, like CNN News and The Today Show. He is also a keynote speaker at many events worldwide. Michele Owens is a former speechwriter for Governor William Weld of Massachusetts.

Key Lessons from “Brand Warfare”

1.      Why Consumers Need Brands
2.      Make Your Advertising Distinctive
3.      Inspire and Motivate People

Why Consumers Need Brands

If you believe that people do not look out for brands, think again. People pay attention – to your brand or the opposition. The reason is apparent: branding simplifies life by organizing experiences. Brands are a sort of archetypes that help people understand what they can expect without putting too much thought into it. Buyers face too many choices, and branding helps them by:

  • Saving time by creating a feeling of comfort
  • Delivering an identity and a sense of belonging to a particular group of people that also buys that brand,

Make Your Advertising Distinctive

Be careful when it comes to advertising. Don’t fall into clichés, and “proven.” techniques. Instead, try to stand out from the crowd. Support the people that are in charge of writing and designing your ads. Do not limit their vision. Moreover, most importantly, do not be afraid to experiment with new angles and perspectives. Furthermore, when you select sponsorships, be cautious about your associates and the kind of events you sponsor. Most of the time sponsoring events is more cost-efficient than purchasing advertising space or time. When you are a sponsor, you get involved in a riskier contract. To be more precise, some person connected to your brand may get into some inconvenient or troublesome situation. So, be careful whom you choose to work with, and if you manage your sponsorship correctly, it will surely bring positive results.

Inspire and Motivate People

Your brand does not influence just your customers; it affects your employees, distributors, and vendors as well. It will not only make the customers want to buy your product but will also make people want to be a part of your enterprise. When you are a good brand – everyone will wish to get connected to your name. Take advantage of it, and continue motivating both your internal and external audiences.

If you feel like this is the book for you, feel free to contact us for further information. You can download our mobile app and share your experiences with us. Between you and your book, there is a one-click delay – check it on Amazon;

The Long Tail Summary

Online sellers provide much more flexibility to niche buyers by offering an infinite variety of products or services. In addition, cyber-products have a longer lifespan or in other words: the long tail.

Go 30-40 years back in time and analyze the music hits back then – approximately the period between 1970 and 1980. Numerous hits existed as they do know, but only a few of them dominated the scene. Michael Jackson and Eagles, for example, endured for quite a long time, on the top or they’ve managed to confront the changeableness of the audience’s preferences. Mega-music performed by Michael Jackson entered people’s hearts and remained until this day. The corporate hit machinery was a perfect leverage for increasing popularity on top television shows, magazines, etc. Movies also did a great job when it comes to publicity; the goal was to avoid any misunderstandings referring to the relations between the public and performers.

Those so-called stars lived by one simple rule: Either you’re in or out, there was no middle. In spite of the various factors and influences, many “stars” remained “hot” for a very long time, or in other words favorite among the crowd of fans. As the hits began to pile up, their dominance continued to expand, and popularity grow. If that process were carried otherwise, the effect would not have been the same. As simple as that, but that’s not the case for quite some time.

The fast tempo and advanced technology have produced the Internet era. The audience now has new needs in accordance with the environment we live in. New broad tools are available that can be used to conduct the same service as in the 80s. The conventional tv-shows and radio programs now become secondary, or to put it differently – replaced by a wide range of other possibilities like DVDs, Websites, Video Games, iPods, mp3, etc. According to many, that was the beginning of the new social era, which brought a set of opportunities that came at a price.

The author of “The Long Tail” Chris Anderson embraces the wake-up call and advises you to do the same. With a broad perspective supported by hard facts, stats, charts, insights, and numbers, Anderson adopts a futuristic attitude that will not deprive him of his business of the “digital cake”. Online marketing is not a straightforward matter due to thousands of variabilities and alternatives. According to this book, the new Age knocks on everyone’s door, not waiting for an invitation. Digitalization and technology meet on controversial grounds, despite their parallel influence on the world’s economy. The extensive research on the subject conducted by Anderson generates much more than simple numbers. It gives a whole new meaning of online retailing, and exploration of niche markets.

This steam, allows the products to achieve immortality – referring to a longer lifespan. The longevity is only a fantasy for the shelf products, regardless of how hard these manufacturers work in order to improve their durability. Even blockbuster products are a part of the same short-term process. Anderson is highly skilled to talk about the out-of-box mentality by which he clarifies the decline in box office sales worldwide and the constant increase of niche firms.

The book is written for one purpose – to enable any reader that lacks expertise in understanding products to quickly grasp the material. There is no shortage of high-quality examples, able to drive this point even further. Each section conveys a unique message, backed by facts and information drawn from reliable sources.

Who is this book for

Can the modern and digital society embrace all of the changes rising with the birth of “the long tail”? Online markets are designed especially for speed, and efficiency. They offer far more goods than the ordinary ones. Your business wouldn’t survive the “Rip Van Winkle” scenario due to unpreparedness and rigidness. It sounds like a horror movie, to wake up after 20 years of sleep, and find everything changed.

This book is a real wake-up call to those who still live stuck in the old days. The Long Tail outlines the importance of living in the present time, understand the differences existing between the products and overcome the severe disadvantages of your business. As such it’s highly recommended and perfect for those people who strive to improve their business activities with cutting-edge technology and commitment.

Author’s expertise and short biography

Chris Anderson was born in London on July 9th, 1961. He is an Anglo-American entrepreneur, author, and columnist. Anderson alongside his parents moved to the U.S at the age of 5. Chris obtained his college degree from the George Washington University and continued studying quantum mechanics, and science journalism at Berkeley. In 1994 he joined “The Economist” and in 2004 his “The Long Tail” article became the basis for his The Long Tail: Why the Future of Business Is Selling Less of More – book. A year later in 2005, he was selected as the best editor of the year.

Key Lessons from “The Long Tail”

1.      Move side by side with technology
2.      The substitute era
3.      The power of democratization and digitalization

Move side by side with technology

Some businesses that are pretty conventional, because they don’t progress parallelly with the technology, if it were otherwise, perhaps these corporations or small companies would have a bigger chance to avoid economic collapse.

The substitute era

Welcome to the New Online World, where niche buyers pay extra attention to digital products rather than those old-fashioned tangible commodities. Megabytes are the perfect substitute for mega-buildings – giving birth to something new.

The power of democratization and digitalization

Nowadays, almost anyone with access to computer and internet can become a published author, celebrity, or businessman. Undoubtedly, the Internet has the pivotal role in eliminating all the barriers that used to exist. These obstacles served as blockades for companies (especially new ones) to reach new heights.

If you feel like this is the book for you, feel free to contact us for further information. You can download our mobile app and share your experiences with us. Between you and your book, there is a one-click delay – check it on Amazon;

In Search of Excellence Summary

This business classic provides its readers with eight unique methods leading to excellence. Walk the road and in a straightforward manner

The authors of this book – Peters and Waterman started investing about what made American companies so great. During their college days, they realized that the American global influence was under constant pressure from the Japanese – Management. Not just them, but all of the U.S citizens, who were in some way connected to the people living in Japan, obtained knowledge from a high-level managerial “Nation”. The global market didn’t have mercy for errors, neither was the situation back then any different.

The research continued markedly since Thomas and Robert, marked the mistakes existing in the global economy and methods of doing business. The key was to understand the predominance by some and consequently to inflict balance. Nonetheless, the process of turning theory into practice was a lot harder than they foresaw. As the study reached a certain point, there was no turning back.

The project began with seven crucial and unique variables, which turned out to be the foundation for a new model. None of them had ever assumed that a group of students could challenge the American economy, by designing a system that allows the companies to analyze all fields using well-defined metrics. High expectations and trust, laid down the foundation for this seven-variable model. Generally speaking, this project produced a matrix consisting of multiple principles.  

You probably wonder what these students strived for? Well, that was the beginning of the McKinsey’s 7-S Framework – in practice, but in the meanwhile other processes continued to unfold. Eventually, the matrix was built from the “S” letter, that translated a series of terms into a single unit. All carrying a different meaning, all conveying a unique message. The usefulness of the model is beyond doubt, and yet without accurate information, the use of this matrix is counterproductive.

A dose of skepticism appears about whether Peters and Waterman, used some metrics to select their corporate models of excellence or not? Probably, nobody can give an answer to that question, but you can look from their perspective and ask yourself – What would I do? For instance, if you go shopping 99% of the times, you have a list of things that you may be interested in. Let that serves as a point, for future discussions, that it’s not normal to decide at the moment and all of a sudden to change direction. The process starts with identifying a list of businesses that all of the stakeholders interpret as inventive, innovative and probably prosperous in years to come.

Although they conducted the study two decades ago, the freshness is intact. As soon as, you realize that not every book shares the same amount of useful elements like this one, you’ll apply all or some of the eight core principles of excellence. Companies these days, still rely on them due to trust, and transparency. In the middle of the process, a manager should place all of these eight laws systematically for everyone’s sake. This “excellent” book is one-of-a-kind classic that intrigues readers in various ways. GetNugget believes that this book is a perfect fit for anyone involved in some business.

Who is this book for

This book serves as a benchmark for future investment because the results produced from this research will give you an insight into the whole operation. The authors Tom Peters and Robert Waterman over and over again repeat that mistakes are an integral part of excellence. The study conducted from 1979 to 1980 works in the digital era as well due to various reasons. The first and most important one is linked to the qualities embedded in the global brands by top-notch managers. Soon you’ll be able to instantly judge whether some firm’s practices are worthy or not. The sample consisting of 43 companies from the six major industries examines all the aspects needed for reaching the top.

This book is excellent for people striving for excellence, but what is perfection? Sooner or later, each one of us, recalls some situations and wonder if something could have gone the other way. Even though now it’s too late, the search mustn’t disappear.

Authors’ expertise and short biography

Thomas J. Peters is an American-born author, consultant, management expert, speaker, and professional agitator. He was born on November 7th, 1942, in Baltimore, Maryland. Thomas obtained his college and master’s degree from the Cornell University in 1964 and 1966. From 1966 to 1970 he was in the U.S Navy. Thomas wrote several books including The Little BIG Things; Talent; Re-Imagine!; Design; Thriving on Chaos, Liberation Management; Leadership and The Circle of Innovation.

Robert H. Waterman is a non-fiction writer born in 1936. He received education from Colorado School of Mines, and Stanford University. Currently, he heads a major consulting firm, and he is the author of a few books The Renewal Factor and  What America Does Right.

Key Lessons from “In Search of Excellence”

1.      Preparation and knowledge are key elements of successful implementation
2.      Japanese advanced managerial abilities
3.      Create the perfect balance between rationality and intuition

Preparation and knowledge are key elements of successful implementation

Targeting “management excellence or practices” that can create business value, in the long run, is not an easy task. However, this model had no guarantees; the real strength emerges from preparation and knowledge.

Japanese advanced managerial abilities

The standing point for American dominance was probably the advanced technology, but the Japanese mentality overpowered these elements. Companies looked for a way, to learn and ultimately utilize some of these techniques and apply in them at the end.

Create the perfect balance between rationality and intuition

According to some management experts, managers mustn’t rely too much on logic or intuition. The primary activity often occurs in the background, but that doesn’t necessarily mean anything. Even though rationality drives the business forward, imagination is what creates real value.  

If you feel like this is the book for you, feel free to contact us for further information. You can download our mobile app and share your experiences with us. Between you and your book, there is a one-click delay – check it on Amazon;

Get to the Top on Google Summary

Google’s ranking system is not so simple to understand. To reach the top of the search result list, specific rules must be obeyed.

Almost half of the population use Google frequently or have used it at least once, to get information related to a particular subject. This power rekindles the drive and commitment to seek ways to improve your company’s rankings. The internet is synonymous with search engines, even though this makes no sense, the first thing that comes to our minds when we mention Internet is – Google. Online activities expand far more than the essential Google Search, but that is the basis – according to some standards. Billions of people and millions of companies worldwide struggle to improve their rating. Although the internet has produced other search engines, the emphasis falls on Google.

The popularity of this brand-awareness viable method is a result of millions and millions of searches on a daily basis. Stats have shown that almost 16% of the users, never reach out to page three, of search results. This is a clear indicator of the importance of high online ranking. The searches are amazed by the relevance of information presented on Google, search engine results. Perhaps that’s the reason for the low percentage of searches beyond the second page. Nevertheless, don’t get discouraged, many techniques can help you to “Get to The Top on Google.

Businesspeople dream of making their company recognized as a global brand. The sad thing is that this idea can only become a reality if the firm is present in the search engine results. The audience on the web expects something new, due to the fact that now, there is an overflow of possibilities. In the early 20th century, people had to choose between a small portion of products because the alternatives were limited. As technology and digitalization pushed forward, the companies started to develop a new strategy – based on people’s requirements. The Internet played its part in this dream – no doubt. Not many firms became global brands, and those who did – must thank the “Google Era”.

Your competitors are probably working as hard as you because no one wants to be an underdog. “Grabbing” is a popular term on today’s market. Several techniques are beneficial when a company wants to increase its online sales. The first one and the most prominent one of all is SEO ( Search Engine Optimization). SEO represents the process of redesigning, refining, recreating, a Web site to become better ranked on search engine results.

The information emerging from this book conveys one subtle message – Google’s ranking is important as the production itself. Your efforts to improve your company’s visibility will not go unnoticed, and unrewarded. The author of “Get to the Top on Google” – David Viney shares his expertise on the subject and indicates the value generated from adequately conducted Search Engine Optimization (SEO). His methods are simple and modern, but his attitude remains conventional. In case of great success, the company must play well in all fields – including online. He doesn’t promise much but outlines that SEO is not the future, but the “present”. GetNugget is amazed by the versatility of this book, consisting of both facts, and examples. In general, “Get to the Top of Google” is best equipped for present and future entrepreneurs.

Who is this book for

As it’s said earlier, most of the firms are aware that the web nor online presence is a recipe for success. Furthermore, the dream relies on preparation, information and not just ambition. Generally speaking, knowledge is everything, because Google is only a tool, but when the right methods are applied it becomes much more than that. Companies should focus on building relationships on the web and expand their presence online. Although Web doesn’t guarantee visibility, it guarantees opportunity. A motivated person would act right away and exploit all of the market opportunities to see his company grow.  

This book is a spot on match, for all people owning a company, and those striving for such a thing. This guidebook will help you overthrow your shallow views, and adopt a more flexible approach that is more useful in the digital time. Nonetheless, Google cannot do the hard work on your behalf; it only acts as a calculator for measuring your actions and value creating methods.

Author’s expertise and short biography

David Viney is a consultant, author, and technologist with more than twenty years of experience in all sectors – both public and private. He spent approximately six years consulting for large companies about their SEO techniques and strategies. David graduated from the London School of Economics.

Key Lessons from “Get to the Top on Google”

1.      The Internet cannot solve all the problems
2.      The real goal of SEO
3.      Google’s AdWords effectiveness

The Internet cannot solve all the problems

In spite of the numerous opportunities available on the web, the real deal happens behind the curtains. The Internet doesn’t guarantee visibility or profit increase; it offers freedom for growth. The same thing goes for Google.

The real goal of SEO

Many businesses, these days are using SEO not just for better rankings, but also for better online visibility as well. Another process occurs, while we are on the topic – called conversion. The ability to convert your online searches into paying customers is probably the most challenging part, but that’s the goal now is it?  

Google’s AdWords effectiveness

Lots of companies and ordinary people use Google’s Paid Ads for “getting there”. The money given for better placement and highlighting don’t always produce the expected results. You should understand that a lot of the money spent on Web Advertising is equal to lose. However, if you insist on doing it, make sure that the ad is written correctly.

If you feel like this is the book for you, feel free to contact us for further information. You can download our mobile app and share your experiences with us. Between you and your book, there is a one-click delay – check it on Amazon;