The Impact Equation: Are You Making Things Happen or Just Making Noise? Hardcover – 25 Oct 2012
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Their advice on the importance of being able to write to make a splash online is solid...when it comes to building a brand online Brogan and Smith have been there and done that. (The Financial Times) --This text refers to the Paperback edition.
About the Author
CHRIS BROGAN and JULIEN SMITH are consultants and speakers who have worked with Fortune 500 companies, including PepsiCo, General Motors, American Express, and Microsoft. They have been involved in online communities and blogging for more than fifteen years. Their first book, "Trust Agents," was a "New York Times "bestseller.
Follow us on Twitter @chrisbrogan, @julien
Top Customer Reviews
They've tried things out and screwed up as much as they've succeeded (or perhaps more) and don't shy away from that; they've used it all to inform what they've put into this title.
What I also love is how they openly criticize (constructively) their last book, "Trust Agents", saying that it didn't go deep enough and wasn't as actionable as they'd have liked it to be. Not only have they addressed that here by making sure there's real depth, insights and a liberal scattering of action points (which, for my money, is where the gold is), but it requires an openness and honesty that's present right through the book.
The book's content is rich, covering a heap of topics within the structure they've laid out: CREATE - Contrast, Reach, Exposure, Articulation, Trust, Echo. I may have rolled my eyes a little when I saw the acronym they'd coined, but you know what? It kinda fits.
I suspect they could easily have written a separate book for each of the elements within the CREATE model, but that would have left gaping holes in the completeness of the information they wanted to offer. And it seems pretty clear to me that establishing concrete value is something that was the most important thing to them in writing this - something I think they've achieved.
The formula is a series of ingredients that when combined are designed to help you connect to more people, more effectively. As a series of things to do, there's a mix of inspiring calls to action, practical tips for getting better at stuff, and general principles that will affect the way you work. It's a big toolkit held together by the formula. Whether it's too much stuff or manages to keep itself on the rails is a challenge that so far they seem to be managing.
As an ambitious book, it doesn't feel too big. I'm reading it half way through Thinking, Fast and Slow by Daniel Kahneman (also recommended) which gives me a peculiar slant on everything I read at the moment, as I constantly look for my own biases and try to correct them. It's chock full of stuff, rattles on at a giddy pace, has a style that feels warm and generous without getting too slushy, and has a big idea that it really wants to share with people. The authors have both done great things with this knowledge, and you feel that they genuinely want to make their approach available to all.
Blessedly short on social media mumbo jumbo, long on purpose, direction and useful tips. I think most people will take a lot away from this book, and I suggest you give it a whirl. The proof of the pudding will be the impact it has on what I do next...
Thanks Chris and Julien, looking forward to pressing on.
The book really offered two strands for me. The first is the more general, what we could call strategic advice. The impact equation itself is the broad-brush strategic part. The other strand is the more specific practical, information. There are many very specific tips interspersed with the book that anybody with an interest in social media will find useful.
I bought the book late last year and have recently read parts of it again. There is so much to take in from it that I learned a lot more from the second read!
I would recommend this book to anybody with an interest in social media or social marketing.
A must read!
Contrast: Is your idea significantly better?
Reach: How well-connected are you?
Exposure: How often do you connect and interact with those in your audience?
Articulation: Is your idea both clear and compelling?
Trust: Do people believe - and believe in - you?
Echo: How well does your idea resonate with your audience?
Brogan and Smith observe, "By working on each part of the equation, one at a time, you will begin to see what you're doing right, doing wring, or nit doing at all. You will see where your strengths are and why your ideas are spreading, or why they aren't spreading as much as you'd like. You'll understand what you need to work on, and you may even be able to prevent your mistakes. Thus last part is the one that's vital." I agree.
They are world-class pragmatists who possess an insatiable curiosity to understand what works, what doesn't, and why, then share what they have learned with as many people as possible. They devote a separate chapter to each of the seven, devoting most of their attention to HOW to achieve and then sustain high-impact business success.Read more ›
Most Recent Customer Reviews
used to write business books (this kind of thing), but I always find it strange coming back to them after being so immersed in popular science, because a popular science book is... Read morePublished on 2 Jun. 2013 by Brian Clegg
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