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"Soundview Executive Book Summaries" - 5 new articles

  1. How to Create Strong Relationships with Consumers
  2. Book Review: Hacking Leadership
  3. How to Get That Person to Listen to You
  4. The Power of Winning Relationships
  5. Three New Summaries to Unlock the Door to More Success
  6. Search Soundview Executive Book Summaries
  7. Prior Mailing Archive

How to Create Strong Relationships with Consumers

Romancing the Brand. It sounds like the sequel to Romancing the Stone, the movie. But actually it’s a new book by author Tim Halloran. Here is how he begins the book.

“It wasn’t a particularly dramatic moment. The eight women sat around the overflowing table of colored cans and bottles of soft drinks. They has just completed what we call a ‘sorting’ exercise, in which participants arranged soft drink brands in groups based on some organizing principle that they were to develop themselves. I don’t remember how they organized the forty-plus brands that day, but what happened next stuck with me. A petite woman in her late twenties, picked up one of the cans and said to the focus group moderator, ‘I drink eight of these a day. It is always with me, no matter what happens. I was there when my boss gave me my promotion last week. It was at my side two months ago when my cat died. It got me through it. I start and end my day with it. It’s never let me down. I can always count on it. To sum it up, it’s my boyfriend . . . Diet Coke.’”

Wouldn’t we all like to have this kind of loyalty from our customers? They are engaging in a rich, complex, ever-changing relationship, and they’ll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love.

Halloran reveals what it takes to make consumers fall in love with your brand. Drawing on exclusive, in-depth interviews with managers of some of the world’s most iconic brands, he arms you with an arsenal of classic and emerging marketing tools—such as benefit laddering and word-of-mouth marketing—that make best-in-class brands so successful.

We’ve invited Tim Halloran to join us on April 30th to reveal to us How to Create Strong Relationships with Consumers. This Soundview Live webinar with give you the chance to learn first-hand about these emerging marketing tools, and to ask your most challenging questions. Join us for the sequel and bring your popcorn.

     


Book Review: Hacking Leadership

Blind spots can produce a dangerous set of circumstances for any organization and its leaders. Mike Myatt, CEO of N2growth and the author of the best-seller Leadership Matters, calls these blind spots “gaps.” In Hacking Leadership, he helps executives tackle 11 gaps that can be detrimental to any leader. This book is now available as a Soundview Executive Book Summary.

The best leaders, according to Myatt, have the ability to check their egos and elevate their level of self-awareness. It requires an understanding of three critical gaps described in the book: development, influence and reality. From this starting point, Hacking Leadership then guides executives through each of the 11 gaps. The gaps range from anticipated subjects such as knowledge and talent to less explored areas such as mediocrity and expectation.

Within each of the overarching gaps, Myatt focuses on individual aspects that could be termed “component gaps.” For example, the chapter on hacking the culture gap includes an examination of how to handle the courage gap. Even in areas in which executives may feel that their own organization has a minimal, or nonexistent, gap, Myatt’s insight deserves consideration. He writes, “Culture shouldn’t be imposed upon people — as co-creators of the culture, the people are the culture.” It is a simple declaration but should cause leaders to question whether their organizations truly embody the principle Myatt describes.

Hacking Leadership makes the point that “hacking” is a method of innovating that requires leaders to “innovate around best practices in pursuit of next practices.” Myatt provides numerous sparks to light the fires of innovation for any leader that reads this book.

     

How to Get That Person to Listen to You

Breakthrough Communication

By Harrison Monarth

Success depends in large part on how to “break through” to the right people, writes leadership coach Harrison Monarth in his new book, Breakthrough Communication. To break through, you need to communicate effectively so that you can be noticed and supported by the people whose attention you seek. The goal is that they will listen to you and take action based on what you communicate.

The process of breaking through can be as short as an instant — asking a colleague for help on a project, for instance — or as long as months or years. Successfully implementing new policy can be a long and arduous process of persistent communication. However, no matter what timeframe might be involved, breakthrough communication still rests on four steps, according to Monarth.

Getting on the Radar

The first of these steps, Monarth writes, is to get on the radar. Before anyone will listen to you, they must notice you. Being noticed (in a positive light, of course) begins by making the right impression when you have the opportunity to be before influential people. Monarth offers a variety of suggestions for making an impression, from looking your best to cultivating a reputation for expertise.

Monarth also emphasizes the importance of managing your status — that is, how do the people you want to influence see you? Monarth suggests creating a chart or list, starting with the people who will have the most impact on your success at the top. Impact includes interest; in other words, if you work for a Fortune 500 company, it’s possible that the CEO or the Chairman of the Board will never know your name. Although they are powerful, they are not a high priority in terms of your success. Once you have a prioritized list of people, you must carefully manage your status with them, ensuring a continuing dialogue so that they have the right impression of you.

Salience and Meaning

The second step in breakthrough communication is what the author calls “salience-agenda.” This means that you are the one who knows what is salient — what is most important to discuss and consider. You are, in essence, setting the agenda. One way to set the agenda, writes the author, is to take advantage of “focusing events.” Focusing events are major, usually unexpected events that grab the attention of most people — a hurricane or an oil spill, for example. These events are opportunities to focus attention on the agenda that matters to you; thus pollution control activists would leverage an oil spill to bring attention to the policies they advocate.

There are, of course, much less dramatic opportunities to set the agenda. Imagine that corporate leaders want to reorganize the departments in your unit; now is the opportunity to advocate the creation of that specific department you’ve been thinking about. Even running into the CEO in an elevator, Monarth writes, can be an opportunity to set the agenda.

Setting the agenda is not enough to ensure success in your communication. Equally important is the next of Monarth’s four steps: creating meaning. The goal in this step, in short, is to put your spin on the agenda item. The Newtown tragedy was a focusing event for gun legislation, yet both sides of the issue drew different meaning from the massacre. While gun control lobbyists argued for stronger legislation, the NRA and others — including a mother of six who, Monarth notes, wrote that gun control was “sexist and antifeminist” because guns empowered women — infused the shooting with a different meaning. One of the most powerful tools to create the meaning you want to create, according to Monarth, is storytelling.

Monarth’s final step is to “spark the action you want to see.” Having people take the action you want them to take is, after all, the ultimate goal of communication. Monarth emphasizes that breakthrough communication requires persuading people, which is emotional and practical — not convincing people, which is rational and abstract. Fear and ambivalence are two major barriers to persuasion, although there are many other barriers, including failing to understand the audience, failing to engage the audience, or simply not being likeable.

Through nudging and other techniques, Monarth shows how to overcome resistance and spark people to action in the final section of this practical and engaging manual on communication.

     


The Power of Winning Relationships

Have you been blindsided by a colleague’s words or actions? Are you plagued with the worst of office politics, shifting alliances and silos? Are your results impacted by poor communication or misaligned expectations? Would you like to establish rules of engagement that enhance relationships and accelerate success?

Wouldn’t we all like to have better relationships with those around us? But how do you cultivate strong, successful, fruitful relationships on a consistent basis?

Morag Barrett, author of Cultivate, shows you how to cultivate winning relationships. Cultivate is not a “be nicer” message. Morag bring years of global success and practical insight to transform your working environment. Whether you’re a seasoned leader, or new in the workplace, you’ll see the world of work in a whole new way.

If you would like to learn how to cultivate winning relationships, please join us and Morag on April 23rd for The Power of Winning Relationships, and learn how to increase collaboration & results, how to grow relationships in & outside your workplace, and practical tools to navigate every relationship in your career.

     

Three New Summaries to Unlock the Door to More Success

The barrier between standard and extraordinary leadership can be symbolized by a door. At a certain point in your career, particularly if you’ve acquired a degree of success, you’ll find yourself trying to unlock the door with the skills you’ve developed. Soundview now offers three new book summaries that can help sharpen your abilities and blend them into a single key that can open the door to greatness.

by Mike Myatt

by Mike Myatt

Hacking Leadership by Mike Myatt. In Hacking Leadership, Mike Myatt identifies 11 leadership gaps that can be holding leaders back and affecting their performance. The gaps are found in areas of leadership, purpose, future, mediocrity, culture, talent, knowledge, innovation, expectation, complexity and failure. Myatt provides actionable leadership and management “hacks” to bridge the gaps in order to create a culture of leadership within organizations and help leaders drive exceptional results.

 

by Bob Rosen

by Bob Rosen

Grounded by Bob Rosen. Internationally renowned CEO advisor Bob Rosen proposes a new approach to leadership in Grounded in which leaders at every level can become more self-aware, develop their untapped potential, and drive better results for themselves, their teams and their organizations. Rosen’s Healthy Leader model highlights six personal dimensions that any leader can master: physical, emotional, intellectual, social, vocational and spiritual health.

 

 

by Jim Burkett

by Jim Burkett

The Learned Disciplines of Management by Jim Burkett. In The Learned Disciplines of Management, Jim Burkett presents a framework of individual disciplines that form a self-reinforcing management system for making the right things happen. These include planning, organizing, measuring performance, executing, following up, real-time reporting and problem solving. Practicing these will reveal what effective management can do.

     



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