My girlfriend got me this for christmas, and I have been unable to put it down. Not in a good way. You've seen car-crash TV, well this is a "car crash book"....
On the surface, this must have seemed an ideal "stocking-filler" gift. But she should not have judged a book by its cover (actually, you could have judged this book by its cover, as it suffers from endorsements from the likes of Jermey Clarkson, Simon Cowell and Jimmy Carr - with such a charmless bunch of friends as this lot, I severely doubt Jones' enemies need to bother). And then you open it...
To say that Jones is self-satisfied would be understatement of the decade. This man loves himself, and assumes that we will all be in just as much awe of him as he is. He name drops, talks about the fancy restaraunts he eats at, the lables he wears. All I wanted to know was how to fix my girlfriends car...
So, what of the advice? Well, some of it is useful (a good section on Poker and speech giving, for example), some of it is "jokey" (ha ha) and a lot of it is just plain weird. However, it is always delivered in a scarily authorative manner. "DON'T let the tailor intimidate you", "ALWAYS use an unperfumed deoderant" and "ONLY send a thank-you text to someone you'd text a joke to" are some of the more surreal demands made of the modern man.
And who is the modern man that is going to read this? Well it won't be read by anyone with enough money to do half of the things suggested in the book, for a start. Dylan Jones is editor of GQ, "the most suuccessful up-market mens magazine in Britain". What they really mean by "up-market" is "aspirational", as in most of the readership aspire to be more up-market than they ever will be. Aimed at a slightly older age group than Loaded or FHM, this magazine is marketed towards people who aspire to be city-sharks, successful business men and middle-aged celebraties. You can imagine some fat-balding mid-thirties middle-management loser buying this stuff and being half convinced that he really must follow all of Dylans instructions if he wants that shot at making it big. The rest of us, we'll just sit back and laugh.
One has to wonder about the psychological state of Dylan Jones when he sat down to write this. He seems happy to come across as a terribly nasty person. His sections on business and money ("how to fire someone" "how to win an argument" "how to steer a meeting") show someone who is desperate for the world to know how little he cares about his fellow man, how much he must get his own way, how he considers all other humans to be his "compertitors", you'd think that he was revelling in his misanthropy. Dylan, THESE ARE NOT NICE CHARECTERISTICS!!!
Anyway, the book is well written and occasionally amusing, but you'd kind of expect that from the editor of a nationally distributed magazine. Read it if you like watching Jeremy Kyle because he annoys you.