Cialdini’s Influence is now over ten years old and still stands up. It is a good guide on the psychology of why people say “yes”. The accessible style of Influence reminded of Douglas Rushcoff, or Malcolm Gladwell. Ok Malcolm Gladwell is a poor analogy, Cialdini’s work isn’t candy floss for the mind. This is deceptive as there is usually an inverse relationship between value and accessibility. Exceptions to this heuristic would be the likes of Sun Tzu – The Art of War.
Cialdini hasn’t been researched within an inch of its life in the same way Byron Sharp’s books have been.
Cialdini provides planners and strategists with starting points for customer experiences. The book isn’t a how to guide for digital journeys but provides first principles. Psychology is not channel-specific.
The Journal of Marketing Research described it as
…among the most important books written in the last 10 years.
The book’s style allowed me to pick it up and put it down, to fit in with my holiday schedule of train travel and family time.
Why should you have Cialdini’s Influence?
- If your work includes marketing planning or strategy, your bookshelf should have this book. If you are thinking about customer interactions, this book outlines the first principles that you need
- If you’re a consumer and want to know how you’re being sold to; read this book
- If you want to get on better with people ( your kids or co-workers); buy this book
My copy is well-thumbed and stuffed with post-it notes around the edges as I go back and forth into it on a regular basis.
There has seldom been a fall so drastic as Nokia’s fall in the mobile phone market from leading player to disaster. With that fall came the humbling of a country.
Given the scale of the fall and the size of Nokia as a brand around the world, I was surprised the the book hadn’t been translated and published in different language editions. Instead it was up to numerous Finns to translate it into English for free and provide it on an as is basis.
Had Nokia’s fall had been so complete that it literally fell out of interest for non-Finns?
What becomes apparent is a story more nuanced than the press coverage would allow. Elop comes out of it a flawed tragic figure – a one-trick pony; rather than a skilful trojan horse.
Nokia’s feature phone line up where surprisingly a hero of the piece contributing positively to the business for longer than I would have expected and slowing down the business collapse precipitated in the smartphone business.
Nokia’s board of directors and former management come out of it much worse.
Nokia’s strengths had become its weakness.
- Smartphone manufacturing processes weren’t ready for mass adoption
- MeeGo had been unfairly assessed
- It blew its marketing budget on a bet on the North American market, ignoring other countries
- The marketing budget was spent too early and all at once, by my reckoning it was roughly $100 per phone sold during the launch of the Lumia range in the US
- Windows Phone software and cheap Android phones were key issues
- Chip technology parter issues from its relationship with Qualcomm to it
The more pertinent question would be is there any circumstances where Nokia stood a chance of staying on top in the mobile phone marketplace?
Galloway is known as the founder of L2 and as a perceptive commentator on the digital economy (well as perceptive as anyone is with a bank of researchers behind them). He admits freely in his book that his fame was due to years of effort, advertising spend, researchers, script writers, video editors and studio time.
The Four is Scott Galloway channelling Malcolm Gladwell; explaining for the average man:
- How Google, Facebook, Amazon and Apple make their money?
- How the digital economy is affecting the overall economy?
- What are the negative aspects of their effect on the digital economy?
Galloway does a really good job of surfing the media and policy wonk groundswell against Google, Facebook, Amazon and Apple.
As a digital marketer the book won’t tell you won’t know already know. I found it a bit disappointing given the role that Galloway and L2 play in the industry. Secondly, Galloway has already covered all the territory repeatedly in his media appearances and opinion editorials over the past year. He has left little unsaid that would be considered an exclusive for the book
As a digital marketer, if you want your family and loved ones to understand what you do for the living and the major issues that are shaping your job Galloway’s book is a good option.
Sonny Liew’s autobiography of a fictional comic book creator Charlie Chan Hock Chye is an illuminating history of Singapore and a clever exercise in multilayered storytelling.
Charlie’s story takes you through his family’s history, growing up in a shop house run by his parents and his own life that largely stands still as an unknown comic writer. It covers his disappointments in comic publishing and the decline in ‘pavement libraries’ as TV became an important form of information and entertainment. One of Chan’s comic book superheroes is a ‘night soil man’ who gets bitten by a cockroach and develops super strength and abilities. Until the necessary infrastructure was built out Singaporeans used to dispose of their toilet contents manually. They would be collected by a night soil man and driven for disposal in a lorry.
Various life events of Chan are outlined; his parents selling the shop to pay for his father’s unsuccessful medical treatment in Singapore. The love of his life marrying a business man and an unsuccessful visit to ComicCon. All of this tangentially addresses changes in Singaporean society in terms of public housing, medical care and economic improvements. Chan’s failure reflects on what they author felt Singapore lost by not having this kind of critique.
Through Chan’s comic stories we see a post-war Singapore lose respect for the British following their defeat by Japan and the path toward a post colonial future. The book takes an oblique but cutting tilt at the legacy of the People’s Action Party and Lee Kuan Yew and asks at the end what if things had turned out differently.
Beyond the storytelling and the historic analysis of Singapore, the book is a homage to the greats of the comic book world:
- Osamu Tezuka
- Walt Disney
- Will Eisner
- Stan Lee and Steve Ditko
Despite being relatively oblique in its critique of Singaporean history, the Singapore National Arts Council withdrew a grant $8,000 for the book. Citing “sensitive content” and its potential to “undermine the authority and legitimacy” of the government. Just a few decades earlier Liew could have received a stronger reaction to his work from the state.
It leaves some interesting questions, Singapore has been a success growing from a post-war where much of the infrastructure was destroyed to an economic power house unlike any other country in South East Asia. Admittedly, it did much of this prior to the opening up of China; but it also didn’t enjoy the natural resources of its neighbours either. Had Singapore missed out in this dash to economic success?
The post-war change of sentiment towards fallible British rulers raises questions about whether a post-Brexit freebooting global Britain open for trade will be successful in the face of 7 decades of diminished responsibility and respect around the world?
I grew up with British dystopian science fiction with a fascistic bent. From the numerous franchises within 2000AD magazine to Alan Moore’s V for Vendetta.
The tone of these stories was set by a UK dealing with:
- Decolonisation and trying to work out its place in the world
- Economic chaos due to inflation, a shrinking manufacturing base and globalisation
- A battle of elites against working people
- The rise of right wing populism
- The rise of racism
It sounds rather similar doesn’t it?
The Sedgwick brothers Dark Satanic Mills fits right into this very British genre of graphic novels. The illustration style is similar to the stark black and white kinetic styles of 2000AD or Moore’s From Hell. It should be of now surprise that the jacket copy was written by Pat Mills of 2000AD. It almost felt like the baton was being passed on to the next generation.
The book has a premise that is similar to the body of work in 2000AD. It taps into Moore, channeling not only V for Vendetta, but also his love of mysticism. William Blake’s Jerusalem and The Bible fit into a post-apocalyptic backdrop. Blake fits the bill perfectly: his association with the English identity often misused by ‘patriots’, his innate distrust in systems and of organised religion make his words the ideal foil.
The heroine Charlie is a dispatch rider who ends up in possession of a manuscript that will expose the populist government and the religious zealots it uses as a paramilitary force.
The religious zealots called the Soldiers of Truth are a chimera of Britain First and the droogs in Kubrick’s film adaption of A Clockwork Orange.
Charley ricochets around an England where rational thought, tolerance, logical analysis and experts are enemies of the state. It echoes Michael Gove‘s
“I think people in this country, have had enough of experts.”
Without giving too much more away, the story finishes in an ambigious way leaving Charley and the authorities open to a future largely unwritten. Again the ambiguity of a post-Brexit future is an obvious analogy. The fact that Dark Satanic Mills was published in 2013 makes it feel curiously prescient: a parable for our times.