Download Business, The Universe & Everything: Conversations with the by Stuart Crainer PDF

By Stuart Crainer

A booklet of principles at the way forward for enterprise from one of the most exceptional and compelling minds of this day and the following day. * Written via bestselling authors of management the Sven-Goran Erikkson method and the monetary occasions guide of administration. also they are founders of the winning united kingdom corporation Suntop Media. * First-hand fabric from the world's most sensible administration thinkers.

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Sample text

Thomas Stewart is another journalist who became a guru by taking obscure academic ideas and translating them so that the business world can understand their message. How much do you think your journalistic skills have helped you? I think they were invaluable because I was trained as a psychologist and frankly, when I entered journalism I was the slow kid on the block. My first job in journalism I had a very kindly managing editor and after I’d write an article in typical journalese – I don’t mean journalism, I mean typical academic journal style, which is Latinate, passive voice, absolutely flat prose – he would go through it literally line by line and word by word and show me how to change it to make it lively and engaging, and make every word count and to eliminate 80 per cent of the words I had chosen.

And the younger group never felt like it was designed for them in the first place. You talk of ‘cohort brands’ and ‘life stage brands’. Can you explain the difference? Cohort brands are those that become attached to a group of people and travel over time with them. Life stage brands are used at specific stages of life. For example, mothers use Coppertone on their young children and then slather themselves with the same product. The children themselves grow into the next life stage brand (like Hawaiian Tropic and Tropical Blend), then grow into another life stage 44 Selling the Future and use Bain de Soleil.

Third, credibility. When the group announces initiatives will its members have reputations that get the ideas taken seriously? And fourth, leadership. The group needs to be composed of proven leaders. And remember, in all of this the guiding coalition should not be assumed to be composed exclusively of managers. Leadership is found throughout the organization, and it’s leadership you want – not management. Who needs to be avoided when building this team? ’ The bigger the ego, the less space there is for anyone else to think and work.

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