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Velocity: The Seven New Laws for a World Gone Digital Paperback – 3 May 2012

4.3 out of 5 stars 47 customer reviews

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Product details

  • Paperback: 272 pages
  • Publisher: Vermilion; 1 edition (3 May 2012)
  • Language: English
  • ISBN-10: 0091947561
  • ISBN-13: 978-0091947569
  • Product Dimensions: 15.2 x 2 x 21.6 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (47 customer reviews)
  • Amazon Bestsellers Rank: 76,211 in Books (See Top 100 in Books)

Product Description

Review

"There's no waste, no flowery prose - only an intelligent flow of insights, advice, stories and illumination ... I defy you to read it without a highlighter pen in your hand."--Contagious magazine

"A blueprint for winning"--Forbes

"A refreshing and thought-provoking title written by two leading digital innovators"--Irish Times

"When it comes to innovation, Ajaz Ahmed, founder of agency AKQA, and Stefan Olander, vice-president of digital sport at Nike, wrote the book."--FT magazine

Book Description

A highly perceptive manifesto for entrepreneurs, leaders and managers from the Vice President of Digital Sport at Nike and the founder of legendary innovation agency AKQA. With an exclusive introduction by Sir Richard Branson.

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Customer Reviews

Top Customer Reviews

Format: Paperback Verified Purchase
....and not much else.

Granted they pose their seven new laws for a world gone digital, which are interesting. Here they are:

1. A smith & Wesson beats four aces
Evolve immediately, entitlement kills

2. Its easier done than said.
Get going, then get better.

3 The best advertising isn't advertising
Make meaningful connections.
(Instead of interrupting people, try and serve them and make them feel something)

4. Convenient is the enemy of right
Never have anything to apologise for. Obsess over important details, and edit ferociously.

5. Respect human nature.
Make yourself proud by making peoples lives easier, richer and more fun. Don't just give people choice, help them choose.

6. No good joke survives a committee of six
Have the balls to make the calls

7. Have a purpose larger than yourself
Do the right thing: always play from the heart. Let your imagination and curiosity power progress.

There you go, you no longer need buy the book, because the other 246pp are mostly anecdote and "I told you so's".

Such a disappointment. These two guys must be on the top of their game, you don't own one of the worlds most successful digital agencies and a VP at Nike without understanding business, but they don;t really share any of it with us here.

You could argue this is more of an inspirational tome, perhaps i'll give it that, but 21 people so far on Amazon give it 5 stars. They must all be employees at Nike or AKQA. Or perhaps haven't read any Gladwell?

Sorry this book did nothing for me except frustrate at its lack of REAL content. I bought it to learn, instead I felt like I was simply sat next to them in a bar listening to them congratulate each other.
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Format: Paperback Verified Purchase
I bought this book because one of my friends said it was defining what the world would be like in the future of marketing and that I didn't know anything about digital...
Well I can tell you that both statements are false!
This book is shockingly full of platitudes and its very format (a dialogue) even contradicts one of their "laws": Convenient is the enemy of right. It's like, they've wondered how they could make money quickly out of their celebrity while asserting their status in front of gullible readers so they've recorded themselves talking at lunch and the result is repetition of 2 or 3 core (and ho so obvious) ideas throughout 250 pages that should have been only the draft of their book but they didn't bother making something better out of it. Well the lack of content would have been a problem anyway...
Additionally, the whole book feels like a huge ad for them and their friends: they spend their time congratulating themselves and gloating on how good they are while stating common sense statements (well at least common sense for those who know how to treat a customer right...) about what makes success.
It looks like a marketing brochure on AKQA and their customers... and a bad one at that.
My only reaction was that I don't want to buy any Nike shoes again in my life!!!
I've lost 3h of my life and £12 (I bought it before it was at 7...).
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Format: Kindle Edition Verified Purchase
Whilst this book had a few interesting ideas, overall I was very disappointed. Rather than being a logically argued book it seemed mostly to be advertising for Nike's marketing and sales approaches. It frequently makes claims for the "velocity" approach, which it turns out are are set of slogans with little meaning or intellectual support.
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Format: Paperback
Velocity (2012) by Ahmed (AKQA) and Olander (Nike) reads like an interview article in a glossy magazine; it certainly flows in double quick time like one. Its purpose is to inform the reader whow and why 21st century digital MIC and lifestyle companies were one of the first to challenge the traditional business models. In the process they have conjured up 7 laws that can be interpreted as: 1. Someone who can reframe trumps someone holding an out of date royal flush; 2. A beta culture of execution asymptoically approaching but never touching (ROWE: results only work environment) is always better than a status chart; 3. 'Wonderising' is the new advertising approac replacing the traditional sales funnel of leads, sales call, follow up, conversion, close. Digital touch points of service means making the consumer feel something takes longer than a thirty secs advert; the goal is to create connections that excite, and "the better the service the stronger the connection"; 4. A culture of convenience is more often than not rooted in a company that is process driven (check lists and going through the motions etc.) not a product company. Brian Wilson says: "Beware the lollipop of mediocrity; lick it once and you'll suck forever". In other words making life easier for others is making life difficult for oneself by working hard to produce the magic known as "the friction between vision and reality"(for many an unnatural function that requires discipline - big revelation!); 5. Respect human nature, and more importantly understand it, as informed intuition is worth more than commissioned research papers; 6. No joke survives a committee and therefore you must have the balls to make the calls.Read more ›
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