“Always read something that will make you look good if you die in the middle of it.” (P.J. O’Rourke)
The only book that will not make you better is the one that you are not reading. In this whirlwind of technological disruptions, the digital leaders know how important is to learn from the experiences of the others.
Actually, there is nothing like an insightful and enlightening book to help you improve yourself, and get a more accurate vision of your environment, customers, and business. Here is our list - revamped for 2017 - of the essential books that will inspire you and the ones around you.
We have originally published this list at the end of 2015. Of course, a lot has happened in the last year and half: new technologies have entered the scene; many books have tackled the challenge of the digital disruption and its consequences on our life as human beings, customers, entrepreneurs.
To be truly effective in understanding and engaging your digital customers, you need to be willing to learn. Learning is so important, in fact, that we have included it as one of the seven steps in the DCX 7-Steps Checklist, a step-by-step guide to deliver an amazing digital customer experience.
Know yourself, know your customers, know your context. Stay current; embrace the constant flow of digital innovations; enhance the user experience at every single touch point of the customer journey.
We corssed the threshold that separates the old world (with traditional business patterns and marketing funnel) and the new world (where empowered digital customers dictate the brand agenda).
Changes happen so fast that even the most successful brands - Apple, Google, Amazon - do not rest on their laurels. Digital business is a work in progress, by definition.
The next disruption may come from unexpected places: the Internet of Things, psychographics, machine learning and predictive analytics, proximity marketing, wearable technology, cloud computing, innovative social media, virtual and augmented reality.
None will ever grow by staying closed in his comfort zone. You must confront with the best-in-class, because the only way to see the future is by standing on the shoulders of giants. Here is our updated list of the essential readings you should not miss.
THE LIFE PROJECT, HELEN PEARSON
"The Life Project: The Extraordinary Story Of 70,000 Ordinary Lives", by science journalist Helen Pearson, narrates the longest-running study of human development in the world, started in 1946 and grown to encompass five generations of children. This is the tale of these studies and the remarkable discoveries that have come from them.
PRE-SUASION, ROBERT CIALDINI
Included in the list of the best business books of 2016, "Pre-suasion: A Revolutionary Way To Influence And Persuade" is the latest effort by social psychologist Robert Cialdini, author of the renowned "Influence". The book explains how to capitalize the "privileged moment for change" to deliver your message in the most effective way. To change minds but also states of mind.
DISRUPTING DIGITAL BUSINESS, R “RAY” WANG
In the world where companies no longer control the conversation, they need to learn how to create an authentic experience for their customers. Digital leaders must shift from creating promises to keeping promises. In this era of social connections and constant connectivity, the experience becomes the main competitive differentiator, influencing the way brands plan and execute their strategy.
DEEP THINKING, GARRY KASPAROV
We all know Garry Kasparov as the greatest chess player of all times. With his book, titled "Deep Thinking: Where Machine Intelligence Ends And Human Creativity Begins", he also proves himself to be a great explorer of the artificial intelligence. The story starts in 1997 with the chess match against the IBM supercomputer Deep Blue, a watershed moment in the history of technology.
THE THANK YOU ECONOMY, GARY VAYNERCHUK
The entrepreneur Gary Vaynerchuk proclaims, with data-driven evidence, that we have entered into a new era for business. In this one, companies need to scale their communication to a one-to-one level, no matter how big they are and how much money they invest. The best way to do it is to harness the power from social media, used as a word-of-mouth and customer experience platform.
THE TELOMERE EFFECT, ELIZABETH BLACKBURN & ELISSA EPEL
Have you wondered why some sixty-year-olds look and feel like forty-year-olds and why some forty-year-olds look and feel like sixty-year-olds? Molecular biologist Elizabeth Blackburn received the Nobel Prize in Medicine for her discovery of telomeres. In this book, with the help of her colleague Elissa Epel, she highlights how the changes we can make to our daily habits can protect our telomeres and increase our health spans.
THE STARBUCKS EXPERIENCE, JOSEPH MICHELLI
Why should I pay more for an average coffee? The secret behind the 'Starbucks formula' lies in the ability to turn the ordinary into extraordinary, focusing on the overall customer experience rather than the product. If you want to understand what loyalty means in the digital era, Starbucks is your landmark brand: personalized experiences, employee engagement, omni-channel customer journey.
THE NORDSTROM WAY, ROBERT SPECTOR
Nordstrom, a very well-known retail brand, is universally recognized as one of the best examples of customer service excellence. In fact, all other companies use it as a cornerstone, aiming at becoming the “Nordstrom of their industry”. What is the secret of this enduring - even in economic turmoil - success? The direct link between empowering your employees and creating a long-term relationship with your customers.
MASTERING LEADERSHIP, ROBERT J. ANDERSON & WILLIAM A. ADAMS
Is leadership a competitive advantage, or is it just costing you in terms of time, money and personal development? Today's escalating complexity puts leadership effectiveness at a premium. Mastering Leadership involves developing the effectiveness of leaders - individually and collectively - and turning that leadership into a competitive advantage. This book aims at offering "an integrated framework for breakthrough performance and extraordinary business results".
THE CUSTOMER MANIFESTO, PAMELA HERRMANN
Let’s start with two numbers: 80 percent of businesses believe they are providing superior customer experience, yet only 8 percent of their customers agree they provide it. The disconnect is due to the fact that amazing customer experience is not the result of a program, it is the effect of a human and personal connection, across all touch points. This is where successful entrepreneurs start, to grow their business.
THE CUSTOMER EXPERIENCE FIASCO, ANDREW REISE
To learn the foundations of an amazing experience for customers, you must learn not just the best practices and success stories, but also the misguided adventures. Using a fictional situation, the book - written by the experts of Andrew Reise Consulting - tells the story of how you can start from a fiasco (a YouTube video, in this case) to build a successful customer experience strategy.
OUTSIDE IN, HARLEY MANNING
This book is about the power of putting customers at the center of your business. Customer experience is the most powerful - and yet misunderstood - element of corporate strategy today. Your business value is not established just by the quality of the output (your product) but also by the quality of the connection between you and your customers (the experience). Identifying and solving the problems inside your organization has the potential to increase dramatically sales and decrease costs.
I LOVE YOU MORE THAN MY DOG, JEANNE BLISS
The theory is good, case studies are even better. This book is all about true stories that can teach you how to improve your strategy. In the end, you will understand the difference between having customers who like you and customers who love you (truly, madly, deeply). Loyal and engaged customers are the key, and the author has studied tons of companies to identify the five decisions that drive extreme customer loyalty, in good times and bad.
INBOUND MARKETING, BRIAN HALLIGAN & DHARMESH SHAH
Inbound marketing is a new paradigm in the relationship with customers, a methodology that replaces interruption with communication and value creation. This book, written by the two founders of the automation platform Hubspot, gives you all introductory hints to change your content strategy and ultimately attract, convert, close and delight. Transforming your customers from complete strangers to loyal promoters.
TO SELL IS HUMAN, DANIEL PINK
If you need a fresh look at the art of selling in the age of digital disruption, this book will offer a new perspective, based on the idea that we are all salespeople. Among all other things, the author describes the six successors to the elevator pitch, the three rules for understanding another's perspective, and the five frames that can make your message clearer and more persuasive. Because, in sales, numbers matter.
Of course, there are lots of great readings we did non include in this brief list. Please, use the comments to suggest your personal favorites.
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