Years ago I took a job in a large radio market, as the Program Director of the most successful radio station in the city. In less than three weeks, I knew the job was a mistake.
The business was dysfunctional, because the person who hired me was mentally ill. He was a psychological maelstrom, and inexorably pulled everyone and everything around him into the battles that raged inside his own besieged mind. He was both hated and feared by his staff.
This week, I will read 40 books. How will I do that? Is it some kind of stunt? And what’s the point? We’ll get to all that. Here are the books I’m reading this week…
By the way, I want to acknowledge Tom Beal as the inspiration of today’s post. You should check out what he wrote here, about “How to Read Your Bookshelf.”
One of my primary beliefs is that leaders are readers, and if you want to be a leader, you start by reading. The sad fact is, most people don’t read, or don’t read very much. Check out these stats…
I hear this complaint a lot: “People don’t respond to emails anymore. It’s like they don’t read them, or don’t have enough courtesy to write back.” Usually the person doing the complaining will then expand on how Western society is crumbling around our ears.
Rather than spend our time complaining about how inconsiderate people have become, I suggest learning how to write emails that demand a response.
80/20 Sales and Marketing (Entreprenuer Press, 2013)
The 80/20 Principle is well known to most productivity junkies. A crude summation would be that in most systems, 20% of the input produces 80% of the output. I have been fascinated with this principle for a long time. After having been through two different training courses with Perry on the subject of 80/20 as it relates to business, and having read many other books on the subject, I thought there would be little for me to learn from this book. I was wrong.
Even if you think you know everything about 80/20, even if you’ve already bought all of Perry’s material on this topic, you need to read this book. Here are 10 good reasons to get a copy today (NOTE: currently Perry is offering the book for a PENNY, you just pay the shipping. No strings attached. Click here to get the one penny deal.):
- You get $75 worth of 80/20 software tools with your purchase. Unlike many offers of this nature, these tools are very useful. I would actually pay money for them.
- 80/20 Sales and Marketing provides the key to the treasure vault Tim Ferris teased us with. If you read “Four Hour Workweek”, got excited about it, and then found yourself asking, “Yeah, but how do I actually DO that?”… then you need 80/20 Sales and Marketing.
- Chapter 5 deals with the “curve” you must absolutely discover if you really want to understand the power, depth, and pervasiveness of the 80/20 principle. This chapter alone is worth at least 10 times the price of the book.
- “The $2,700 Espresso Machine”. This simple story will unlock a powerful understanding for you that can immediately multiply your revenue (without multiplying the amount of work you do, or the amount of money you spend on advertising). You will find it in chapter 12.
- The chapter on “Racking the Shotgun” (chapter 7) is another chapter that is worth at least 10 times the cost of the book itself. Actually, that is a gross understatement. But if I told you the real value of this single idea, you would accuse me of hyperbole and dismiss me outright.
- The “power of polarization”, explained in Chapter 20, should be of particular interest to marketers who are concerned about their “image” in the marketplace.Is there a good reason to intentionally make people upset with you? Yes. Perry explains how to do it strategically, in a way that serves your business (and ultimately your customer).
- There is a very deep well indeed to be explored in the Appendix. Here, you will discover how to use the software you get (as a companion to the book) to glean volumes of insight from simple, ordinary statistics.
- Chapter 21 explains how to do $250,000 worth of critical market data research for free with just your computer, the Internet, and an afternoon to spare. The intriguing title of this chapter undersells the power and value of its contents.
- In chapter 15, Perry clearly spells out how you can give yourself a raise, and start getting paid $1,000 an hour for the work you do. I know it sounds extraordinarily cheesy, but it is undeniably accurate. See for yourself.
- True to the premise of the book, at the end of every chapter is a tiny stack of bullet points… The “80/20″ version of that chapter it’s called the Pareto Summary. A beautiful touch, and perfectly congruent with the contents of this book.
I own a lot of Perry’s published work: his other books (well, not the one about Ethernet), several years worth of back issues of his monthly newsletters, and more. This, in my opinion, is his best writing to date. Highly recommended.
The more value you have to offer, the more demand others will place on you.
The more value you place on serving, the more tempted you will be to supply what others demand. This seems good, but there is one problem…