Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action Hardcover – 8 Jun 2012
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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.
Top Customer Reviews
If I'm being honest with myself, before I read the book, I would have said I was 100% of the way to having the right relationships. Know I realise that I'm probably only 75% of the way to being fully engaged. In todays competitive arena, where deals are won or lost on the narrowest of margins, ensuring you are best placed to succeed requires constant re-evaluation. This book provides the catalyst for the open minded.
It is, like his previous book, an easy read (I read it in less than a day), but don't let that fool you into thinking it's a trivial book - it's not. In addition, there is extended supporting information and analysis available on-line at [...]
So, why the four stars?
Well, while a simple concept, it's well executed. There's some good historic background about how PR started in the first place and then a good explanation about how things have changed, with the emergence of mass media and then social media.
The Believability Crisis and Likeability Gap concepts are...well...believable and it's not unnecessarily padded out.
Unlike other similar books, I've found that it's on my desk at work and I refer to it when thinking about communications plans for my clients. It's not rocket science, but I don't think the author is suggesting that he's making a ground-breaking discovery.
The only thing that stops it getting five stars is that there's quite a few references and examples from other books, which is a bit lazy as you'll have read a few of them before if you read these kinds of things often.
Most Helpful Customer Reviews on Amazon.com (beta)
The problem with being "liked" is that the harder you try, the more unlikable you often become. It's sort of like being that guy you says, "trust me, baby". In Likeanomics, Rohit does a brilliant job of framing this process in business terms, while getting into the nitty-gritty of likeability. The bulk of Likeonomics is built around 5 principles framework called TRUST that stands for Truth, Relevance, Unselfishness, Simplicity, and Timing. Each principle is supported by dozens of examples, useful frameworks, and great distinctions. This book is also a great model of the evolution of "the book" as a product - with tons of bonus material online and lots of cool surprise content. It's like the story than never ends, for anyone who wants to really go deep down the rabbit hole of this unique topic.
Yes, it's true, Rohit's a friend, and he's written the book I'm too lazy to write. But I'm not too lazy to read and review it here on Amazon. Rohit's done more research and collected more examples than you could cram into 5 books combined. He's also constructed a 21st century book experience that will appeal to different readers (both analytical and creative).
Over the years, I've coached thousands of marketers and changemakers on how to tell their story, including how to write a kick-ass bio. Likeanomics is one of the few books that I can recommend since it offers a 21st century perspective on personal branding and authenticity that doesn't come off sounding like sunflowers or slick tricks. Rohit's really taking on the complex issues and paradox we face in the humanization of business. At the end of the day, as Rohit explains, we do business with the people we like. Even when people might not be as talented as the competent jerk. Loveable fools win everytime. It's just a matter of becoming comfortable with ourselves again. This book can definitely open the door for you.
While Rohit may not have explicitly said so being liked is different from being popular. I never thought about being liked is such a useful thing in building trust for instance. Rohit's advice on how to go about being liked is probably meant for brands. However I think it is equally relevant to people who want to change for the better.
For instance I am an Innovation Coach and I have a coachee who has a problem of being trusted. I found so many useful tips in the book for him.
I could not finish the book quickly because with each chapter Rohit triggered off so many ideas in mind - things I could use for various people, brands, services & situations. I liked the many useful references and stories too. I did not know for instance that the US government is focusing on better writing so much.
I found the book inspiring and I am sure I will put many of the ideas in it to practice.
I am glad I found the book by chance. (I was actually searching for books on "Earning trust and respect"!)
So, just having "likeonomics" - a play on the freakonomics bestselling title, I was scared that it would be the same.
However, Rohit has very much surprised me.
Like the "pop culture" books, Rohit emphasizes his points with stories, some of them a bit "off-topic", but all tie in very well to make his points. His practical examples are very useful, as they concretize the theoretical concepts he's proposing. (All of which I not only "agree to" - so far, but also have learnt from.)
He also provides a summary of the points he was making with the stories, allowing you to follow the points he was making. His stories are also really great.
He shows what "like" and "empathy" really mean.
So far (1/3rd of the way through the book), I've used the book as a method to train and systemize his lessons across my team. We now do daily morning reviews of some of our key concepts that we stand for, and how we can implement that better in both broad and specific cases.
Additionally, I've had numerous people stop by my desk as I had it out, as the book title caught their attention, and I had to tell them a brief synopsis of what the book is about, and what I've learnt from it.
Thanks Rohit! You've made me a believer.
p.s. Below please find some of my favorite passages for your reference.
If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart. - Nelson Mandela pgxxv
166 content page, first 56 tells me the importance of being likeable which is not the same thing as being nice. (pgxxxii)
If I can help my team personally, they'll give me their best efforts professionally. - Scott DiGiammarino pg19
When you have a real human connection, you can focus on the three most important elements of motivation:- 1. Purpose 2. Empowerment 3. Appreciation pg25
Today's enthusiastic embrace of data has waltzed us directly from a petulant resistance to performance measures to a reflexive and unsophisticated reliance on a few simple metrics. We have pivoted from the "old stupid" to the "new stupid". - Frederick M. Hess pg46
Combing the what (quantitative) with why (qualitative) can be exponentially powerful...The data alone is meaningless without some way to put it into context. - Avinash Kaushlik Pg48
What is the ROI of your mother? - Gary Vaynerchuk pg51
If you want to win voters' hearts and minds, you have to start with the heart, otherwise they aren't going to care much what's on your mind. - Drew Western pg53
The most beautiful makeup of a woman is passion. But cosmetics are easier to buy. - YSL