Likeonomics E-Book

Rohit Bhargava

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 322

Veröffentlichungsjahr: 2012

Beschreibung

How to become a trusted resource for consumers in a society of constant manipulation People decide who to trust, what advice to heed, and which individuals to forge personal or transactional relationships with based on a simple metric of believability. Success, in turn, comes from understanding one basic principle: how to be more trusted. Likeonomics offers a new vision of a world beyond Facebook where personal relationships, likeability, brutal honesty, extreme simplicity, and basic humanity are behind everything from multi-million dollar mergers to record-breaking product sales. There is a real ROI to likeability, and exactly how big it is will amaze you. Likeonomics provides real-world case studies of brands and individuals that have used these principles to become wildly successful, including: * An iconic technology brand that awakened a revolution among their employees by standing for something bigger than their products * A Portuguese singer who used YouTube to rack up more than 30 million views and launch her professional career. A regional team of financial advisors that went from being last in the nation among 176 branches to first, and stayed there for 13 of the next 15 years * A tiny professional sports talent agent who achieved the impossible by landing the #1 drafted player in the NFL draft as a client through the power of relationships * Author Rohit Bhargava is a founding member of the world's largest group of social media strategists at Ogilvy, where he has led marketing strategy for clients including Intel, Pepsi, Lenovo, Seiko, Unilever, and dozens of other large companies With Likeonomics as a guide, readers will get unconventional advice on how to stand out in a good way, avoid the hype and strategic traps of social media, and appeal to customers in a way that secures your company as a trusted and believable resource.

Leseprobe

Praise for Likeonomics

“Likeonomics offers a clear path to boosting your believability, which is the secret to sales and marketing success. The premise of the book is scientifically sound: People reciprocate, especially when we elicit their emotions. Great stories, clear tips and a strong point-of-view make this a rich read.”

—Tim Sanders, author of The Likeability Factor and former Chief Solutions Officer at Yahoo!

“Likeonomics shows us that you have to be liked to be trusted. And trust me, you are going to like—really like—this book.”

—Ed Keller, author of The Face to Face Book and The Influentials and CEO of the Keller Fay Group

“To succeed in business you need to be more than nice, you need to be likeable—and those are two different things. Likeonomics offers a simple premise which I LOVE—that your ability to build strong relationships is the real path to prosperity and happiness.”

—Linda Kaplan Thaler, CEO of the Kaplan Thaler Group and author of The Power of Nice

“A fascinating look at the unexpected science and power of likeability to sway our beliefs and decision making. I loved the idea behind this book!”

—Ori Brafman, coauthor of Sway and Click

“Want to build a business that customers can’t wait to refer to others or that employees love to work for? This is the book for you.”

—John Jantsch, small business marketing expert and author of Duct Tape Marketing and The Referral Engine

“It’s true. Likeability matters. Rohit Bhargava brilliantly and succinctly explains why likeability and authenticity are central to creating a trustworthy brand. In a cynical world where people are looking for things and individuals they can believe in, Likeonomics is a roadmap for growing your business.”

—Karen Kerrigan, President, Small Business and Entrepreneurship Council

“Having sat through hundreds of pitch meetings, I can tell you one thing for sure…unlikeable entrepreneurs never get funded. In business and in life, the people who enchant us are the ones who get our attention. If you want to be among the rare few who manage to do it, read this book!”

—Guy Kawasaki, author of Enchantment

“The simple but powerful stories in this book prove that values like truth, relevance, and timing matter far more than the hard sell and the seductive lure of data. We need these precepts to bring humanity back to a business world that has forgotten it.”

—Josh Bernoff, co-author of Groundswell: Winning in a World Transformed by Social Technologies and Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business

“Finally a book that gets to the heart of why likeability is so important for both relationships and branding. Rohit Bhargava’s book Likeonomics is a great read with well defined principles, interesting case histories and insights that uncover what really drives customer and relationship loyalty.”

—Porter Gale, former VP of Marketing for Virgin America and author of Your Network Is Your Net Worth

“Likeability is the new currency for success. Grounded in both research and experience, Rohit shares practical insights that will stand the test of time. Likeonomics is a must read that will forever change the way business is conducted.”

—Gautam Gulati, MD, MBA, MPH, Chief Medical Officer & SVP Product Management, Physicians Interactive and Adjunct Professor of Medical Innovation and Entrepreneurship, Johns Hopkins Carey Business School

“Rohit Bhargava has it right with Likeonomics! There are more currencies than just money and time. Building real trust involves creating a personal connection with your employees and your customers, and this book will show you how. Pay attention to Likeonomics and profit from being more believable than your competition.”

—Chris Brogan, President of Human Business Works and New York Times bestselling author of Trust Agents

“Rohit has hit the nail squarely on the head in terms of showing how we can better work with others to improve our chances of success in all that we do. He demonstrates through real-world examples why being liked is so critically important. ‘Likeability’ in the public affairs community, whether military or civilian, is critical to one’s success. If you can’t work and play well with others, no matter what your credentials, the results you hope to achieve will often be beyond your grasp.”

—Kevin V. Arata, Colonel, U.S. Army**The views expressed are my own and do not reflect the official policy or position of the United States Army, Department of Defense, or the U.S. Government.

“Likeonomics explains the importance of great relationships and building long-lasting, enduring brands.”

—Tony Hsieh,New York Times bestselling author of Delivering Happiness, and CEO of Zappos.com.

“In this highly entertaining book, Rohit Bhargava proves just how important being likeable is to making a compelling argument. For anyone who needs to be persuasive, deliver a great presentation, or just inspire anyone else—Likeonomics will help you do it.”

—Nancy Duarte, CEO of Duarte, and author of Slide:ology and Resonate

“Likeonomics is a wake-up call to companies and customers that the critical new business currency is brand likeability. Using insightful stories and case studies, Bhargava explains how your brand uses truth to earn trust, leverages relevance to inspire loyalty, and fosters meaningful relationships to create the most powerful competitive advantage today—likeability.”

—Simon Mainwaring, author of New York Times bestseller We First

“Every once in awhile a book comes along and changes everything. Likeonomics is that book. Rohit Bhargava is a modern day Dale Carnegie, in that he has pinned a new personal development classic. I will now replace my annual read How to Win Friends and Influence People with Likeonomics.”

—JB Glossinger founder of MorningCoach.com (#1 Rated Self-Help Podcast on iTunes)

For too many of us, there is a gap between what we do and what we dream of doing. It doesn’t have to be this way. For anyone who wants to close this gap of intent and really achieve your dreams, Likeonomics can help you get there!

—Mallika Chopra, founder of Intent.com

Likeonomics finally puts into words so many of the things I have done to build my company from the ground up. The book itself is a case study in what Rohit preaches; he is believable, honest, relevant, and of course, likeable! His focus on storytelling instead of just theorizing makes Likeonomics one of the most readable business books out there.

—Scott Jordan, CEO and founder of ScotteVest

If there is one professional fact of life, it is that having strong technical skills will only get you so far in your career. In order to boost your personal brand and make a name for yourself, you need to be likeable. If you want to build a winning career or business, then you need to read Likeonomics. In it, Rohit shares the truth about how likeability, unselfishness and trust are the real keys to success!

—Dan Schawbel, personal branding guru and Managing Partner of Millennial Branding

At the first skim of the table of contents, I was intrigued…but after reading Likeonomics, I was hooked! This book offers the rare combination of a highly practical primer filled with real world ideas for how to succeed in building your business, along with step by step guide to building trusted relationships in any situation.

—Ann Handley, Chief Content Officer—MarketingProfs and author of Content Rules

“At multiple points throughout life, your ability to build a meaningful relationship will make all the difference. From the quiet student in your chemistry class, to the cheerleader you admire from the sidelines, to the co-worker on your project, to the ideal prospect you are meeting for lunch, to the boss who will decide whether or not you get a raise—regardless of your situation, you need to be likeable. Rohit’s masterful book Likeonomics will show you how TRUST (truth, relevance, unselfishness, simplicity, and timing) is the secret to getting the connections you desperately seek.”

—Joey Coleman, Chief Experience Composer at Design Symphony and author of Your Personal IPO: Taking Yourself Public to the World

Being truly liked as a brand is not about the size of a number. It’s about being human–trustworthy and believable. Rohit will draw you in with his engaging storytelling style and his principles of Likeonomics will inspire you to rethink how you look at marketing.

—David Alston, CMO, Salesforce Radian6

Finally, likeability is no longer a black box! Bhargava has unearthed prime forces that will help you make an impact in what matters most to you.

—Scott Belsky, CEO of Behance, author of Making Ideas Happen

Wow! I loved this book! Rohit Bhargava has written an engaging manifesto for our times that should be required reading for everyone who wants to be a success and make a lasting difference in the world. This is a great follow up to Personality Not Included.

—Garr Reynolds, author of Presentation Zen and The Naked Presenter, and Professor of Management, Kansai Gaidai University

“Likeonomics picks up where Dale Carnegie left off by applying important principles to the modern hyper-socially connected era, in which relationships now transcend online and off with equal importance and regularity.”

—Frank Gruber, CEO and co-founder of Tech Cocktail

“In a world exploding with information and competition, the biggest question facing each of us is how do we know which information to trust? Rohit Bhargava’s Likeonomics offers a powerful strategy that every professional woman needs to hear—that your ability to build powerful and likeable relationships with others is the ultimate key to identifying the best choice of information.”

—Marsha Firestone, PhD Founder and President, Women Presidents’ Organization

Table of Contents

Praise for Likeonomics

Title Page

Copyright

Dedication

Epigraph

Warning: Unexpected Honesty…

This Book Is Not about the Like Button!

Prologue: How a Lard Salesman, an NFL Agent, and a YouTube Star Explain Likeonomics

Introduction: Likeability, Rogue Economists, and the Lovable Fool

Why People Believe in Likeability (and Why They Don’t)

The Nonboring Economics of Likeonomics

The Psychology of Likeonomics

The Jobs Paradox

Do We Need to Be Liked?

The Hidden Appeal of the Likeable Fool

Inside Part I: The Crisis and the Solution

Inside Part II: The Principles

Inside Part III: The StoryBook (Likeonomics in Action)

Author’s Note

Part I: The Crisis and the Solution

Chapter 1: Inside the Modern Believability Crisis: How Rockefeller’s Dimes, War Propaganda, and the Marlboro Man Ruined the World

The Birth of Modern PR

#occupywallstreet

The Propaganda of Revolutions

When Advertising Ruled the World

The Mass Perception Principle

Marketing as the Bad Guy

Living in the Society of Distrust

What Is the Believability Crisis?

Solving the Believability Crisis

Chapter 2: Navigating the Likeability Gap: What Rwanda, Golf Courses, and Ocean’s Eleven Can Teach Us about the Decisions We Make

The Movie Man

What Business Are You In?

The Engagement Problem

The Reinvention of Rwanda

Humility Wanted

The Likeability Gap

The Toilet Business

Understanding Weak Ties

Golf and the Likeability Gap

Why Relationships Are Not about Networking

Getting Julia Roberts

The Age of Equivalence

How Originality Died—and How We Can Get It Back

The Differentiation Ideal

The Likeability Gap and the World

Chapter 3: The ROI of  Likeability: Why Spreadsheets Need to Die, Websites Stink, and Likeable Politicians Always Win

The New Stupid

The Sexiness of Analytics

Data Overload, Insight Underload

Four Ways Data Becomes Meaningless

Rethinking ROI

The Flip Side of Data

Why Context Matters (and Your “Sticky” Website Actually Stinks)

The Real Reason Likeable Politicians Always Win

Why Results Matter More than Data

The Five Principles of Likeonomics

Part II: The Five Principles of Likeonomics

Chapter 4: Truth

Oprah’s Secret

Are You Building on a Sinkhole?

The Lie Doctor and the Dalai Lama

Empowerment versus the Anti-Truth Policy

Embracing Your Inconvenient Truth

Selling Cardboard

Why Being Truthful Is So Hard

The Three Elements of Truth

Chapter 5: Relevance

The Relevance Challenge

Canada’s Favorite Storyteller

Handshakes in Kazakhstan

The Renaissance Banker

Making the Bank Relevant Again

Everyone Who Matters Knows You

Why Is Relevance So Hard?

The Three Elements of Relevance

Chapter 6: Unselfishness

Creating an Ideal World

The Ethical Warehouse

What about the Selfish Gene?

Wikinomics and the Rise of Collaboration

Finding the Altruism Gene

Do Doctors Need to Be Competent and Kind?

Why People Don’t Sue Likeable Doctors

How the Unselfish and Compassionate Will Rule the World

How Japanese Citizens Responded to Disaster with Unselfishness

The Customer Service Revolution Will Be Twitterized

Why We Are Selfish

The Three Elements of Unselfishness

Chapter 7: Simplicity

Desperately Seeking Simplicity

The Plain Language Movement

The Myth of Good Complexity

Gadget Confusion

Flipping the Video Camera Market

Winning on Simplicity

How Simplicity Inspires Trust

How Orange Got People Saving Again

Hypnotizing Chickens

How Napkins Can Explain Health Care

Why Simplicity Gets So Complicated

The Three Elements of Simplicity

Chapter 8: Timing

The Most Creative Lunch in History

Timing Is Everything

How Sweetening Changed Television History

Our Time-Shifted Culture

Gilt and Luxury with an Expiration

The Rise of Shopper Marketing

Google ZMOT

Why Timing Is So Tough

The Three Elements of Timing

Conclusion

Living in the Era of Likeonomics

Likeonomics on Mulberry Street

Part III: The StoryBook

Introduction: How the StoryBook Works

Bhutan—The Real Happiest Place on Earth: Industry

The Story

Why Is It an Example of Likeonomics?

Green Bay Packers—Why Cheeseheads Rule the NFL: Industry

The Story

Why Is It an Example of Likeonomics?

Khan Academy—Flipping the Rules of Education: Industry

The Story

Why Is It an Example of Likeonomics?

Maverick Adventures—Kitesurfing with Richard Branson: Industry

The Story

Why Is It an Example of Likeonomics?

Anupy Singla—The Fast Rise of Slow Cooking: Industry

The Story

Why Is It an Example of Likeonomics?

The Backstory—The Making of Likeonomics

Special Thanks

Notes

Prologue

Introduction

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

Chapter 6

Chapter 7

Chapter 8

About the Author

Index

Copyright © 2012 by Rohit Bhargava. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress Cataloging-in-Publication Data:

Bhargava, Rohit.

Likeonomics : the unexpected truth behind earning trust, influencing behavior, and inspiring action / Rohit Bhargava.

p. cm.

Includes index.

ISBN 978-1-118-13753-6 (cloth); ISBN 978-1-118-22535-6 (ebk); ISBN 978-1-118-23882-0 (ebk); ISBN 978-1-118-26344-0 (ebk)

1. Economics—Psychological aspects. 2. Marketing—Psychological aspects. 3. Trust. 4. Charisma (Personality trait) 5. Interpersonal relations. 6. Customer relations. 7. Public relations. I. Title.

HB74.P8B52 2012

658.8′12—dc23

2012004860