Death by PowerPoint
Books Worth Reading
April / May 2008
Volume 6 Number 2
Death by PowerPoint
Corporate life is like a beehive: The queen bees, better known as executives, simply sit back and enjoy the fruits of their workers' labors. That's hardly fair, but neither is life in the workplace. Fear not, though. Michael Flocker's Death by PowerPoint can help you avoid the stings of office life. For starters, the author suggests some tips on reading between the lines of job advertisements. If the ad describes the job as "fast-paced" then get ready to work at frantic speed. Does the firm expect you to be a self-starter? Prepare to figure out what your job is, since the company won't have a clue. You'll be thrown to the wolves with little training.
Once you are in the organization, identify your boss's personality type. This may range from the needy "Buddy Boss" to the intolerable "Bosshole." To survive and even thrive in an office environment, develop the ability to handle matters tactfully. Be diplomatic, which means not taking things personally, recognizing both sides of conflicts, finding common ground and remaining cool. Train smart and work strategically. Avoid excess multitasking. Maintain your sanity by concentrating on one task and shutting out everything else at least twice during your workday.
If you are resigned to spending your career in a cubicle, add color and flair. However, Flocker warns against the following: action figures (particularly sci-fi), stuffed animals, too many photos, cat calendars and sparkly pens. For meetings, arrive on time so you can select the best seat. Be prepared to take notes and write down any questions you have, since they can come in handy later, especially if you need to fill an uncomfortable silence. Asking questions also can help you score with the presenter and your boss. If you're lucky, he or she just might catch you paying attention.
The author offers amusing observations and practical (as well as funny, but impractical) advice in his satirical look at office survival. He covers everything from dress codes and office politics to etiquette and office romances. This book will suit any employee who needs a little comic relief. That pretty much includes everybody.
Michael Flocker. Death by PowerPoint: A Modern Office Survival Guide. Da Capo Press, 2006. List Price: $12.95. ISBN-13: 978-0306815126.
Billions
Want to know how to bring in the bucks from Beijing by using savvy advertising? Billions by Tom Doctoroff provides a good starting point. The book deals with the historical and cultural factors behind the Chinese middle class's distinctive set of aspirations, fears, beliefs and doubts —€“ which traditional advertising rules don't cover. In a nutshell, Doctoroff believes that status, safety, empowerment and success are the keys to becoming a retail ruler in the Middle Kingdom.
The author suggests the following principles for targeting Chinese consumers: Charge a premium for prominent spending, because the appearance of status and success is so important in China that consumers are willing to pay for it. Keep expectations and promises realistic; ostentatious braggadocio doesn't work. Promote physical or social safety, for example, products that foster good nutrition or bring families together. Treat stinginess as a savvy attitude. Emphasize value and satisfaction. Make the prosaic poetic, because heroism sells.
To market products to Chinese women, show them as successful and charming. Portray younger women as autonomous and determined, and older ones as selfless, dutiful mothers. Romance and love are also good themes. To target men, communicate that your product affirms a man's high status. Treat him as well-rounded, sophisticated and multidimensional. To attract Chinese youth, give them "China cool," a delicate balance of confident individualism and traditional conformity. Show young people that they are clever, deep and subtle. Offer ways for them to express themselves.
Doctoroff takes a rare approach to his important theme, although he tends to generalize a bit about Chinese history and philosophy. He offers examples of both successful and unsuccessful ad campaigns to support his assertions about what will work if you want to build your brand in China, Taiwan or Hong Kong. He also gives advice on using the upcoming Olympic Games to your advantage as an advertiser. This short book provides interesting perspectives on the Chinese consumer market, but it also represents a refresher course on the main principles of advertising and brand building in any market, East or West.
Tom Doctoroff. Billions: Selling to the New Chinese Consumer. Palgrave Macmillan, 2005. List Price: $27.95. ISBN-13: 978-1403971692.
Tribal Knowledge
In Tribal Knowledge, author John Moore compiles the lessons he learned in his marketing career, including eight years with Starbucks. Each of the book's 47 brief and breezy chapters provides a single, useful concept. Moore's central thesis is that your marketing works best when it is people-based and authentic. Your employees will pitch in with promotional activities if they see you and the company as genuine. In turn, your customers will absorb that assurance and solidity from your employees, and everybody benefits.
Your business knows a lot more than is written in its policy manuals, product guides or marketing plans. This "tribal knowledge" resides in the advice and know-how that employees communicate about your company and brand. Moore reports that Starbucks doesn't leave its marketing solely to its marketing team—€”and neither should you. Make sure all your staff members know they are a vital part of your promotional efforts. Encouraging them to believe in your company's reputation and products will foster a sense of belonging and establish a concrete goal.
Use great customer service as one of your marketing weapons. If you give clients an exceptional retail experience, they are likely to tell their friends. This word-of-mouth approval is extremely effective. Use free samples to show pride in your product and make your customers feel as though they are insiders. Also, aim to overdeliver on your promises; for example, Starbucks opens 10 minutes earlier and closes 10 minutes later than its posted opening hours.
The book's short chapters allow casual skimming, although some of Moore's points appear exaggerated. Furthermore, his eight years at Starbucks have left their mark: he frequently engages in corporate cheerleading, with references to "the perfect espresso" and "rewarding everyday coffee moments." However, the book's core lessons are worthwhile—€”savvy marketers know that engaged front-line employees are a real asset. Like a latte, this small cupful is short and light, with a shot of energy.
John Moore. Tribal Knowledge: Lessons Learned from Working Inside Starbucks. Kaplan Publishing, 2006. List Price: $22.95. ISBN-13: 978-1419520013.
Rolf Dobelli is founder and chairman of getAbstract a leading provider of business book summaries. getabstract.com
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