John C. Bogle has finally had it. He’s saying when, and he’s saying enough is enough.
Fresh onto the bookstore shelves in mid-November comes the book Enough: True Measure of Money, Business, and Life from the founder of Vanguard and Father of Index Investing. With endorsements from The Philadelphia Inquirer, Bloomberg News, and TIME magazine hailing the solid investment of this book, it’s a no brainer that anyone who has the slightest interest in finance and investing would benefit from—and dare I say enjoy—reading this book.
From the inside flap: “We live during a time where there seems to be no limit to what ‘enough’ entails. CEOs—even those of failing corporations—pull down huge paychecks and hedge fund managers can enjoy billion-dollar paydays. These excesses are only the most obvious examples of the gross excesses that have overwhelmed our financial system, precipitating the crisis we now face.”
Interesting enough, when I googled “Enough” and “Bogle,” one of the first things I hit was his May 18, 2007 commencement address to the MBA Graduates of the McDonough School of Business—also titled “Enough.” Perhaps an early draft? Nevertheless, if you have the time, read through the address, and I guarantee you will get a taste of what Bogle’s book is all about.
Also, in doing some research, I found a press release detailing the joyous union of Bogle and publisher John Wiley & Sons in a three book deal. The first book of the deal was Enough, which will be followed by Jack Bogle Speaks in late 2009; the third title was not divulged.
Wouldn’t it be fantastic to advertise your brand for free? It’s not a complete pipe dream, according to David Meerman Scott online marketing strategist, Econtent magazine contributor, and author of The New Rules of Marketing and PR. Due out in March 2009 is Scott’s latest book: World Wide Rave: Creating Triggers That Get Millions of People to Spread Your Ideas and Share Your Stories, published by John Wiley & Sons.
Now, Scott is not referring to the dance parties of the late 1980s to the mid-2000s, though those too spread through communities, gaining popularity by word of mouth and little to no paid advertising. Instead, Scott’s book shows marketers how they can harness the power of the Web and get people to talk about their brands. According to Scott, a World Wide Rave “is what happens when an idea really takes off on the Internet and propels a brand or company to seemingly instant fame and fortune.” It’s all about really strong viral marketing, but in order to be successful it must be done right. You can build a large and devoted audience by using blogs, Facebook, YouTube, etc. to get your brand front and center. Offer some free Web content, be genuine, and perhaps provide a little entertainment, and you should be on the road to success.
If you don’t want to wait until March to pick up a copy of World Wide Rave, check out Scott’s Web site and look at the free e-books he has to offer—one of the most recent ones is The New Rules of Viral Marketing. You don’t even need to give Scott your personal information; just click on the e-book and download.
This November, the presidential election wasn’t the only event bringing people out to vote. From Sept. 15 through Nov. 9, people were able to cast their vote about how TripAdvisor would allocate a donation of $1 million to five travel-related nonprofits. The philanthopric initiative—called “More than Footprints”—spanned a number of places on the Internet, including Facebook and YouTube.
The nonprofits that received donations were:
l Doctors Without Borders : $392,000 based on 39.2 percent of the vote
l Save the Children : $347,000 based on 34.7 percent of the vote
l The Nature Conservatory : $137,000 based on 13.7 percent of the vote
l Conservation International : $70,000 based on 7 percent of the vote
l National Geographic Society : $54,000 based on 5.4 percent of the vote
I find this program inspiring, and wish I had heard about it before receiving the press release several days too late. This is the kind of thing that, aside from being philanthropic, truly enhances your brand with cause marketing. People that weren’t customers before may find TripAdvisor to be the type of travel company they want to do business with now. It makes me think of Oren Harari and his book Break from the Pack, in which Harari challenges businesses to break from the herd and pull ahead of your competitors with new ideas and innovative practices.
I think one of my favorite ways TripAdvisor informed the public about “More than Footprints” was the YouTube video starring Rosario Dawson. Engaging and fun, this use of video certainly helped to bring in the votes I’m sure.
Finally, let me leave you with an explanation behind the initiative’s name, which I found toward. the end of the press release: “The inspiration for the initiative name ‘More than Footprints’ comes from the popular travel mantra, ‘Take only pictures, leave only footprints.’ TripAdvisor believes people can leave more than footprints behind when traveling—by making a difference in the places they visit.”
In today’s busy world, if you’re marketing to your customer through only one channel, you’re going to become extinct. And honestly, I don’t think there are really any single-channel marketers out there anymore. Currently companies market to their customer through e-mails, Web sites, catalogs, retails stores, etc. And it works.
If you’re new to marketing, then it’s just your luck that entrepreneurial guru Michael Masterson teamed up with MaryEllen Tribby to pen Changing the Channel: 12 Easy Ways to Make Millions for Your Business . The book is full of practical takeaways, leading you through 12 of the most important marketing channels available. The channels covered are: Direct mail, social media, telesales, affiliate marketing, joint ventures, telemarketing, radio and television advertising, public relations, direct online marketing, event marketing and direct space ads.
If you’re ready to grow your customer base and get your product into the hands of millions, then multichannel marketing is the direction you need to take. It has been found countless times that marketing campaigns that successfully embrace multiple channels are improve companies’ bottom lines and their relationships with customers.
If you head over to the book’s Web site (very much an example of multichannel marketing) you can peruse the media room, which has a couple videos of interest . Also, Tribby has a blog hosted on Amazon.com’s Web site, which proves to be interesting. Check it out for a bit more insight about the multichannel world.
Atari, Nintendo, Sega, Play Station, Xbox, Wii … I’m sure a few of these product names sound familiar to you. Perhaps you like to play Halo after work, or your spouse enjoys hours of the puzzle game Tetris. Maybe your kids have their friends over to “rock out” and play Harmonix’s incredibly addicting game Rock Band. Needless to say, I’m sure you’re familiar with video games.
Enter authors David Edery and Ethan Mollick, the minds behind Changing the Game: How Video Games Are Transforming the Future of Business. Divided into thirds, the book discusses the use of video games in (1) advertising and marketing, (2) recruiting and training employees, and (3) boosting morale and increasing productivity.
A number of cutting-edge companies already use video games in one of those three ways, and Edery and Mollick pack Changing the Game with case studies and best practices. Don’t think your company has what it takes to use video games? Consider an example from Microsoft that Edery shares in the book, as well as in an interview with Developmag.com:
“The Windows Defect Prevention team created an extremely simple game called The Beta1 Game; to play, all you needed to do was install an early ‘beta’ version of the Vista software. Doing this would earn you a ‘b’. Voting on the version would earn you an ‘e’, and running your version overnight would earn you a ‘t’, and so forth. Everyone who participated in the game could see the letters earned by everyone else who participated. Beta1 doesn’t sound like much, but it quadrupled participation in the Vista testing effort.”
If interested in more information, check out the interview of Edery and Mollick conducted by Owain Bennallack for Developmag.com.
Ram Charan —I think he must publish nearly three to five books a year, not to mention his rigorous speaking schedule, etc—has another gem coming our way. Owning Up: The 13 Questions Every Board Member Needs to Ask is due to be published by Jossey-Bass, an imprint of John Wiley & Sons, in March 2009. At an estimated 200 pages, I’d imagine it’ll be a quick read—like many of Charan’s books—but there should also be some solid, concise takeaways within those pages.
With the current economic environment, many people are looking toward their companies’ boards, relying on proper corporate governance. Charan feels that boards can avoid (or at least better prepare for) situations that occurred due to the subprime mortgage crisis, and some boards are already right on track with what needs to be done for their companies. From the publisher’s catalog: “Leadership guru Charan describes the best emerging practices for boards—with real examples of how some of the best in the business solve today’s thorniest boardroom problems … ”
Aside from being timely, this is a book that everyone in the company—from mid-level manager to board member—should read, to keep the corporate governance healthy and effective.