Book Review: Brief

brief_Joseph_McCormack

by Joseph McCormack

We get swamped with emails and text messages daily. In a world where everyone is busy and constantly receiving information, you need to be a lean communicator. In Brief, senior marketing executive Joseph McCormack helps you develop into a master of brevity with the greatest impact. McCormack advises readers to use his step-by-step approach to becoming a brief communicator by quickly delivering your message in fewer words. This book is now available as a Soundview Executive Book Summary.

McCormack writes how to overcome overcapacity. When you’re constantly bombarded with information, your attention span becomes short. In Brief, McCormack gives statistics on the declining attention span in the United States. The average attention span has shrunk from 12 seconds in 2000 to eight in 2012. By being brief, you’re not only working more efficiently but your message will be more effective.

He also states that achieving brevity can be difficult because of the “seven capital sins” that can hinder you. “There is no single reason why people find it hard to be brief. Love of talking seems to be the logical front-runner, but in reality, it is among a short list of seven key contributors that can be deadly if left unchecked.” Brief continues to list the seven capital sins that can be detrimental to your brevity. The seven capital sins are cowardice, confidence, callousness, comfort, confusion, complication, and carelessness. Within these “sins” there’s room for you to understand why you’re not communicating as effectively as you should so you can transform into a master of brevity. Other topics you will learn by reading this book is how to make your message more concise and how to apply BRIEF principles to every message. By doing so, you will achieve greater results in various areas of your professional life.

Turn Your Mobile Device into a Classroom

It’s been five months since we launched SoundviewPro, to provide free video business courses for people looking for efficient ways to improve their business skills.

During the past several months, we’ve added many courses on leadership, management, personal development, professional development, computer skills and more. Courses are being added weekly as we continue to build a strong base of content to match the needs of our business customers.

Every course is free of charge and consists of a group of classes broken up into short video segments. The short videos allow for easy display on mobile devices and tablets. Each trainer is an expert in their field and Soundview brings that expertise to bear in these concise skills courses.

When a customer signs up to take a course, an account will be established for them which includes their personal information and also tracks their courses and stage of completion. They can view a course one class at a time, viewing videos as they progress. While customers can view courses for free, supplemental learning materials including tests, additional readings and a certificate of completion are available for purchase.

Here is just a sampling from the subjects now available at SoundviewPro.

Leadership:

Leading Successfully Through Challenges and Obstacles with Paul White

Helping Successful Leaders Get Even Better with Marshall Goldsmith

Management:

Solving Today’s Employee Engagement Challenges with Les Landes

Installing an Accountability-Based Culture for Success with Julie Miller & Brian Bedford

Communication:

Becoming a Powerful Business Presenter with Stanley Ridgley

REAL Talk – Creating Real Conversations for Results with John Stoker

Personal Development:

Building Brand [You] with Cyndee Woolley

The Five Keys to Experiencing Extreme Personal Productivity with Jones Joflin

Technology Skills:

Microsoft Excel 2010: Introduction with Robert Devine

Microsoft PowerPoint 2010: Fundamentals with Donna Zarbatany

Please check out the courses and let your colleagues know about this free resource. Our goal is to transform the way business people learn the skills they need to move forward in their business and career.

Making a Career Among Multiple Generations

The time in which we live is unique in that this is the first time that four generations are working side-by-side in the workplace: the Traditionalists (born before 1945), the Baby Boomers (born 1945-1964), Gen X (born 1965-1980), and the Millennials (born 1981-2001). This is due in part to increased longevity and in part to people not wanting or being able to afford to retire.

Haydn Shaw, in his book Sticking Points, describes the 12 sticking points between the generations that must be worked through in order for inter-generational cooperation to take place:

Communication                                 Loyalty

Decision Making                               Meetings

Dress Code                                       Policies

Feedback                                          Respect

Fun at Work                                      Training

Knowledge Transfer                          Work Ethic

As younger workers seek to advance in their careers, they will need to learn how to work with those of older generations, and those at the top of companies will be more and more dependent on these younger workers for their success.

This coming week we have the pleasure of hosting two Soundview Live webinars relating to these issues. The first How to Climb Your Way to the Next Level of Your Career with Debra Benton, and then How to Get 4 Generations Working Together with Haydn Shaw.

How to Climb Your Way to the Next Level of Your Career

In this Soundview Live webinar, Debra Benton gives you the insight and tools to make subtle changes in your presentation, attitude, and leadership style that will dramatically increase your leadership effectiveness – and, consequently, help you enjoy work and life.

How to Get 4 Generations Working Together

At this Soundview Live webinar, Haydn Shaw shows you how to help the different generations at work or home stick together instead of come apart, and will help you move beyond these sticking points and get productive again.

Both of these conversations will be helpful for anyone seeking to move up in their career. So please plan to join us on June 17th and 19th and invite your colleagues as well.

The Art of Improvised Persuasion

Customers don’t want to hear sales pitches, so why do salespeople rely on them? In Ditch the Pitch, Steve Yastrow advocates, “Tear up your sales pitch, and, instead improvise persuasive communications.”

Here is a humorous book trailer by Yastrow that explains the value of persuasive conversations.

Ditch the Pitch

 

 

 

 

Ditch the Pitch gives essential recommendations to salespeople, business managers, and anyone who wants to persuade those around us. Steve believes that to be persuasive we need most of all to engage in fresh and spontaneous conversations. By learning his six habits and the easy practices for each habit, we can quickly discover what makes every customer unique. We can then effortlessly navigate a persuasive conversation specifically created for each person – to give the right message to the right customer at the right time.

These are Yastrow’s six habits:

#1 Think input before output.

#2 Size up the scene.

#3 Create a series of “yeses”.

#4 Explore and heighten.

#5 Focus the conversation on your customer.

#6 Don’t rush the story.

Join us on June 10th for our Soundview Live webinar The Art of Improvised Persuasion and hear from Steve directly on how to apply these habits to your conversations, sales or otherwise. And if you’re in sales, invite your whole sales team to the webinar.

 

 

 

 

 

Book Review: Absolute Value

by Itamar Simonson and Emanuel Rosen

by Itamar Simonson and Emanuel Rosen

It used to be that if you were selling consumer goods your field of play was limited to the shelf space immediately to the right and left of your item. People could compare packaging, price and quantity to determine if your item was worth their money and attention. In Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information, Stanford professor Itamar Simonson and best-selling author and executive Emanuel Rosen discuss what is causing the shift from relative to absolute value and how your company can make an impact. This book is now available as a Soundview Executive Book Summary.

Simonson and Rosen do an excellent job of compressing and presenting a mountain of research into concepts executives can absorb in a timely manner. The pair begin by presenting the new patterns in consumer decision making. One particular point of interest is the authors’ suggestion that there is a decline in the belief that marketers can cause buyers to act in “irrational” ways. As the pair write, “The relevance of these influence tactics has diminished in a world where people can easily assess quality. On average, better decisions are being made based on the information that’s available.”

Absolute Value then takes readers into a new framework for influence. Executives will want to spend a portion of time considering the ideas presented in a section on the Influence Mix. Simonson and Rosen write that three sources can impact a person’s decision to buy: prior experiences, preferences and beliefs, other people/information, and marketers. One of the most beneficial sections in the book pertains to matching your communication method to the customer’s influence mix. In a book filled with forward-looking insights, the authors’ advice will help guide marketing professionals into the next shift in commerce.