Business Books

Excellent book. Have read two other sales books and this is my favorite. Gives information beyond the basics and doesnt rely on just saying motivational statments, gives real world advice. If you read and implement the ideas you are guarenteed to be more productive. 1st choice.

This is one of the best Sales books I have read! Simply outstanding - the go-to guide for complex sales. We use it routinely at our company to close business.

Solution Selling is the first book that exposed me to the world of complex, intangible and solution (vs. product) selling.

I had wanted to title this review as "The Idiot's Guide to Selling Solutions" BUT found that even though the instructions in the book literally takes a novice in sales through the process of selling complex solutions in a very straightforward manner, there STILL needs to be some thinking required by the sales person to profit from the knowledge within.

Solution Selling is the comprehensive guide for novice to learn the ropes, and a good reference book for seasoned sales pros as well. It is also a useful tool for sales managers to manage the pipelines of their teams too!

Great approach to selling, but must focuses on long sale cycle and does not pertain to all selling

Over the decades I've had the chance to work with the author at an early high tech company where he led the internal sales training classes. Later he become a consultant training some of today's largest high tech sales organizations in the world. Mike's always had tough, high standards. His ability to create a repeatable process to selling intangible products to complex organizations has led many of his pupils to excel. Many of them are now SVPs of Sales or CEOs and would be names you recognize.

But, as another reviewer says, you have to use the methodology. Reading the book is just the start.

Nutshell review - This book presents a framework for learning how to think better and improve the problem solving process. There are many such "better thinking" frameworks and this one has been developed by the author as a practicing consultant in this field. The author makes an excellent case for why the framework will improve the thinking process, explains it clearly and concisely, and the book is an easy to follow step-by-step guide to implementing the framework.

The last book from my `vacation reading list" is Think Better: An Innovator's Guide to Productive Thinking by Tim Hurson. Some of you may remember a brief mention of this book in a post titled "Critical Thinking vs Creative Thinking".

This is a very interesting book full of great information....kudos go to the author for writing in a style that is engaging and easy to read.

The premise of the book is to stop trying to think `creatively' or `critically'....start thinking productively. The author introduces the "Productive Thinking Model" that helps to combine and balance both creative thinking and critical thinking.

This model is made up of six steps, which are outlined below.

Step 1: What's going on?

In this step, you are encouraged to answer five questions to get a feel for what issue you are trying to resolve. These questions are:

* What's the Itch? This question helps you determine what needs to be fixed or improved.
* What's the Impact? This question makes you think about how the issue is affecting you.
* What's the Information?This question forces you to examine the information that you have about the issue to determine if you have enough information to address the issue.
* Who's Involved? This question takes a look at the stakeholders and what might be at stake for each one.
* What's the Vision?This question helps you make the switch from `what is' to `what might be' by asking things like "What would the future look like if the issue is resolved?"

Step 2: What's Success?

Using the Vision developed in Step 1, begin to think about the future if the issue is resolved. Begin to imagine what life would be like with the problem solved. Once you've got a good feel for how life might change, you would then create a list specific, measurable outcomes.

Step 3: What's The Question?

In step 3, you begin to develop the questions that must be answered in order to reach the vision of success that you developed in Steps 1 & 2. During this step, you rephrase each issue/problem as a question to help your subconscious understand there is something `to work on'. An example conversion given as the Problem Statement "We don't have enough budget" can be converted to the Problem Question "How might we increase our budget?". During this step, you would try to generate as many problem questions as possible....you want a long long list. Once you've exhaustively listed your questions, you can then begin to narrow them down to the two key questions that would have the most impact on the issue.

Step 4: Generate Answers

This is where you generate the ideas to answer the questions created in step 3. You again create a very long list of answers and then sift through them looking for the most ideal and promising answers.

Step 5: Forge the Solution

This step is where you take your most promising answers from step 4 and develop them into a robust solution.

Step 6: Align Resources

This final step requires you to identify the necessary steps and resources for implementing your solution. In addition, you ensure that all implementation steps are assigned to a designated resource who will be held accountable for their implementation.

With these six steps, the author has provided a framework for thinking more productively. The key throughout all six steps is to keep an open mind at all times. Do not criticize ideas. Do not discard ideas. By keeping an open mind, you'll be amazed at how many ideas you are able to generate.

If you are the least bit interested in the topic of creative/critical thinking, go buy this book.

what a fascinating book! unfortunately it is littered with typographical errors which are REALLY irritating. examples: "The stem brain or gator brain processes and teacts to sensory input(p. 21)"..."Nothing is perfect. The word is full of things we can do better(p.7)."..."As Nicholas Negoponte, the founder of the Massachusetts Institute of Technology's Media Lab, has written...(p.43)"

such a shame. if there is ever a second printing, perhaps these and other unnecessary errors can be corrected.

Tim Hurson explains that the premise of this book "is that success in our business, professional, and personal lives is less a matter of what we know than of how we think. If we can develop the thinking skills to generate more options and then evaluate those options more effectively, we can all live richer, fuller lives - and so can the people around us." The focus of the this book is on the thinkx Productive Thinking Model (PTM), developed by Hurson and his colleagues after rigorously evaluating a number of other methodologies that include the Creative Problem Solving Process (CPS) and Integrated Definition (IDEF).

There seems to be greater emphasis on improving problem solving than on improving any other function of better thinking (e.g. generation, evaluation, and selection of innovative ideas), although the PTM process consists of six interlocking steps that can help to achieve a variety of objectives. Each step includes a variety of tools and techniques that Hurson explains, citing relevant real-world examples throughout his narrative to illustrate how various companies have used the PTM. Hurson devotes a separate chapter to each step.

For example, Step One responds to the question "What's Going On" and requires a situation analysis. Here are some issues to address at the stage of the process:

1. "What's the Itch?" (i.e. problem to be solved, question to be answered)
2. "What's the Impact?" (i.e. pay-off, benefits, improvements)
3. "What's the Information?" (i.e. what is currently known about the situation)
4. "Who's Involved?" (i.e. Who are the stakeholders? Who else will be affected?)
5. "What's the Vision [or "Target Future]?" (i.e. ultimate objective as well as its implications and consequences)

In Chapter 13, Hurson recaps the Productive Thinking Model (PTM) and offers a number of observations and suggestions to those who are considering use of this model as well as those who have made it commitment to it and are now engaged in the difficult but necessary processing of making appropriate modifications of it to accommodate the needs, resources, and objectives of their own organization. Then in Chapter 14, Hurson suggests four essential criteria for developing productive thinking skills and embedding productive thinking in organizational cultures.

In this final chapter, he also asserts that -- as practiced in much of corporate America -- training "is an astonishing waste of resources" when there is no follow-through on front-end training to embed and then strengthen even more the skills taught. In fact, the word "training" has lost its meaning because it is now more commonly used to refer to information transfer rather than skill development. "Hurson prefers the word "entraining." Why? "In chemistry, to entrain means to trap suspended particles in a solution and carry them along. This concept is an apt metaphor for skill development...Entraining results in a new and different workflow. Keeping those new skill particles suspended in your workflow requires the forging of new synaptic connections, new neural pathways."

Hurson includes an especially apt quotation that I now use also when concluding this review:

"In theory there's no difference between theory and practice. In practice there is." Yogi Berra

* * * * *

Those who share my high regard for this book are urged to check out Tom Kelley's discussion of how IDEO conducts brainstorming sessions in his two books, The Art of Innovation and The Ten Faces of Innovation. I also recommend two of Henry Chesbrough's books, Open Innovation and Open Business Models, as well as John Medina's Brain Rules, Howard Gardner's Five Minds for the Future, and Creativity in Business co-authored by Michael Ray and Rochelle Myers. Those feeling especially frisky and convinced they are up to the intellectual challenge are encouraged to consider reading Gerald Edelman's Bright Air, Brilliant Fire and Albert Borgmann's Holding On to Reality. Most of these books are available in a paperback edition.

This is basically a 'self help' sort of book. According to the author, if you buy this tome, read it, and apply the contents, something great will happen.

So I bought it. And I read it. And I applied the contents.

What this book is about is thinking more creatively, not thinking more deeply, as it were.

The core premise of the book is that typical thinking relies heavily on what we've done previously. Learning by experience is what humans do. Hurson calls this 'reproductive thinking' as it reproduces the past. This is frequently a good way to do things. But no amount of reproductive thinking will turn an adding machine into a spreadsheet. To make this leap, you need "productive thinking."

The crux of the book is how to think this way. Suppose you have some problem. You assemble your team of people (works individually too, but that isn't his focus) and write down every solution the team can think of to that problem. Analysis is not allowed - just raw ideas. Within a few minutes, people have called out the obvious solutions. The leader of the group keeps writing them down and asking for more using a number of techniques in the book. Before long, people will start giving dubious solutions. This is good. Finally, at some point, the answers become bizarre. This section is what Hurson calls the "third third" of the list. He posits that the good stuff - the truly innovative solutions - are at the bottom of the list. Most of the time, they are worthless. But if you allow these fledgling ideas to live for a while, sometimes they attain flight status.

While we had our power outage, I had 9 days to try this. I am designing some software. I started making a list of the solutions to my problems (this software has many facets which constitute many problems.) I wrote down ideas, concerns, drawings - anything. What I found was that once I ran out of ideas, I'd make some connection, and I'd get 25 more ideas. Then I'd be empty. But the next day it would happen again. It was difficult, but I finally - finally - made it to 100 ideas and thoughts, an arbitrary goal designed to make me stretch. Then I saw another connection and wrote down 30 more ideas! I stopped because the ideas, if valid, were straying from the actual problem domain and started applying more to an alternative piece of software.

I ended up with 3 really good innovations. (I'm sure others would think of these things instantly, but by God they were new to me!) One of these innovations would allow the software to perform a seeming completely different function with only trivial modifications - if it's built right.

There's a lot more to the book, as it talks about how to make the ideas to concrete solutions, walking through phases of idea-to-solution. Again, posing each step a problem then using these free-flowing lists of solutions to find the most innovative answers to problems.

So, the pros:

1. The technique seems to work for me as an individual.

2. Trying it is cheap. You need a) the book and b) office supplies. You do not need a guru, a Change Process Facilitator, pure Tibetan mountain spring water, or to sacrifice a chicken.

3. There are probably 6 phases and numerous sub-phases in the full solution process. So there are other parts of the book that I didn't mention but are worthwhile. For example, he mentions that some people in the organization may work against you. Commendably honest. Such a person is treated as a problem to be solved. You write this person's name down so you can make lists of solutions to this persons behavior. This section is short and I can't help but feel he stopped short for political correctness - and perhaps legal reasons!

The cons:

1. The book is almost certainly a sales tool for the author's consulting company which he mentions repeatedly. Perhaps the book is an answer to the problem, "How can we educate people about our system and thus make more money?" in which case it's a very practical proof of concept!

2. I can't imagine a team of people using this technique because it feels 'new age.' You'd have to have a lot of trust among coworkers.

3. The book is repetitious. Make lists! Make lists! Blah.

4. TMCBSHA. I mean, Too Many Cute Business Self Help Acronyms. The industrial strength solution he discusses has many phases and sub-phases. It seems like every one of them as some hokey acronym associated with it. examples:
IF (imagined future)
DRIVE (do, restrictions, investment, values, essential outcomes)
AIM (advantages, impediments, maybes)

Now, each of these sections may be worthwhile but my god it's killing me. This is what makes me suspicious about the technique. I feel like he's putting the sizzle before the steak. I don't need sizzle to work a problem. But Hurson might need it to sell his book!

5. The numerous steps (and their acronyms!) in the full solution need to be in a diagram so I can follow them.

Finally, if you make your living by thinking (versus, say, by chopping off ninja heads) and you're in a rut, consider _Think Better, an Innovator's guide to Productive Thinking_ by Tim Hurson. I give it a 4 of 5, where no such book can possibly score a 5 due to the built-in hokiness and cheerleading of it all.

http://tony-stormcrow.blogspot.com/2008/10/think-better-innovators-guide-to.html

I can't take it anymore, I'm only on pg 73, this guy is driving me up the wall.

he keeps confusing product design (egg) and branding (chicken) as the samething and their not. what comes first, type of problem, the chicken or the egg.. (I can hear Adamson saying it the samething dummy)

This book, is his resume, he has to be looking for work

on pg 71 he makes a reference to VCR, u can't even buy one, much less use one....so why bring that up....i'm guessing, he pushed his old note.

if your still confused after reading the book, hire his agency so they can pick your pocket clean...brand-broke

the reason I didn't give it one star, u might think i'm some nut
I bet $20 he used his friends to pump the 4.5 rating

update:
finished the book and tossed it in the garbage can

BrandSimple is a refreshingly easy read that boils the essence of brands and branding down to, well, their simplest but most important basics. Anyone involved in business management of any kind should read this book.

Adamson reminds us throughout the book that a brand is a very different thing than branding and that marketers cannot be great at branding without first creating a great brand.

The best brands are different. They promise something different and unique and deliver on that promise every time. They also find a way to simplify their brand message so that just about everyone instantly "gets it" and that the "it" resonates and seems obvious after the fact. Getting to that simplicity can require a lot of hard work and thinking, but making it seem so simple, obvious and intuitive is the key.

As Managing Director of Landor Associates, Allen Adamson peppers the book with real-world examples from his work at Landor and from his previous positions. His case studies show how the best brands work tirelessly to emerge with a simple promise and a simple message that is easily communicated in just a few words.

The real examples are brief yet clearly show the challenges and ultimate solutions from brands like Compaq, Visa, Apple, Aquafina, Baby Einstein, BlackBerry, JetBlue, Timberland, Pixar and many more. He uses these brands to show that often a simple insight that makes your product different is the real power in building a great brand -- as long as that difference is important and relevant to your potential customers.

The book is written at an easy reading level so that any business manager will be able to readily breeze through it without tons of technical branding terminology and grasp the important concepts. This in turn will inspire them to reevaluate and transform their own brands. The book is straight-forward, simple and highly insightful and useful.


On my "Professional Marketer Investment Scale";
($-Poor investment, $$$$$-Great investment)

Rating: $$$$$

- If you're starting an ad agency, marketing business, or developing your own brand you NEED to read this. I know while reading personally, I had to stop and breathe every 2 pages and take notes because it was packed with so many thought provoking truths.

- Every page has something important or special. Usually books like these are written with a lot of Filler in between chapters just to make the book longer. However BrandSimple avoids this, and stays clear, simple, and informative throughout the end.

- I'm keeping this one, If I ever hire employees for my Ad Agency this book will be a mandatory read.

- Also, Tested Advertising Methods by John Caples is a Must read as well.

This book provides insight about how to make your brand stick. With all the marketing noise that we as business people have to penetrate through, it is necessary to differentiate your product. This book details the process of creating a relevant brand in our global market. I recommend this book to anyone who has a business at any level from a home based business to a start up. It is written in a simple style and is highly informative with stories and interviews to highlight the key points. Learn how to establish your brand idea and align your signals for a profitable return.

I've just finished reading BrandSimple and wanted to thank Allen for writing this book.

We are at a stage in the life of our company in which we are using branding & positioning to go head-to-head with companies that are much bigger than us and BrandSimple has saved us from making many mistakes that would have cost us dearly in both the short & long term.

Beware though, that this book has been written in a compelling manner which is true to its mantra (i.e. keeping things simple) and will make the reading of other most other marketing books much more difficult.

This was a good read, full of helpful info and contacts. A bit lengthy but other than that is was cool.

Has a lot of helpful himts for how to get your music out...

Book arrived so quickly and is in pristine condition, thank you thank you thank you :-D

This is a great book full of contacts and resources where you can get exposure for your band. The majority of the book is a convenient collection of contact info such as email addresses, postal addresses, phone numbers and websites. There's also a helpful "how to" tips section. I recommend buying this item.

If you are a independent musician, you can't afford NOT to have this book. This book is incomparable. I have made so many contacts and have been introduced to so many new services and and products. I am currently using to services to help aid in the distribution of my music that I found in the Indie Bible. The money I saved in one month, paid for the Indie Bible. Then you have the contacts. UNBELIEVABLE!!! These contacts are so complete and organized that is hard to imagine how the author did it. It has every radio station that will play your music, plus every written and online publication that will review your music. I will never let an edition slip by me.

This book is an excellent tool. It focuses very specifically on effectively creating a business presentation. The tips were valuable to be and I have been creating presentations for several years. It will also be very easy to reference in the future.

This book is about making CONSCIOUS decisions for balancing the story board itself for hard facts, visual, ethical and psychological aspects, politicily correctness etc. but of course doesnt stop there.

The book shows and discusses which elements you need to convey your story and why you use certain presentation technics over others to achieve your goals.

The book is devided in 14 chapters. Each chapter is focused on either

a) How to create or develop your basic story or on
b) How to enhance it

(by using the described technics and its implications and reactons it will provoke).

What makes this book standing out is the careful analyzation of the aspects that came into play when giving an presentation.

That obviously includes the analytical skills itself but also the time and effort to explicitely mention and discuss (dis)advantages of each element.


The carefully chosen presentation samples will be disassembled throughout the book and taken apart into its peaces, analyzed, explained and put back together.

Where required, the example will be (dis)assembled several times to bring the points across.

Its the analysation of those presentations and its aspects to a granular level and putting the gained knowledge into a conscious presentation creation process that make the book so valuable.

Most books tell you just how to use software to make graphics etc. but this book tells you what you have to present to your adience to actually win them over.

The fact that the many aspects are explicitely explained helps you visualize the options you have at your disposal and the reason why you chose one presentation form over another.

While this book focuses on presentations that show off your assets and the art of persuasion. There is also a companion book "In the line of Fire" which focuses more on the defense to hardball questions.

I do also want to recommend a third book - "Dan Roams: Back of the Napkin" which focuses more on the technical aspects of how to find your story, and a strong focus on visualizing it fool prove and providing rock solid hard facts that wont be beaten.

What Jerry*s books does express very well is the fact that giving a presentation is like being an athlet.
You will have to exercise "verbalize" regularly to be in top form when it counts.

Good luck to you !!

Presenting to Win is a terrific book. I got a clear, structured, sensible system to create presentations that will skyrocket the level of mine. I will keep this handy every time. Thanks for sharing your wisdom, Jerry.

We've all sat through presentations that dragged on forever, but led nowhere. What's worse, we've probably even given a few. As the author puts it, "The problem is that no one knows how to tell a story...and no one knows that they don't know how to tell a story."
Author Jerry Weissman boils it down to telling a compelling story. That's easy to say, but hard to do. With this book's guidance, you can become an effective communicator--whether convincing employees of the need to change, persuading prospects that you have the best solution or leading skeptical community groups to support your cause.

Presenting to Win overflows with practical advice on how to engage an audience by telling your story with a focus on what's important to them. You become an `audience advocate' whose concern for your listeners' needs puts them at the heart of your presentation. As Weissman describes it:
"Persuasion is the art of moving your audience from Point A, a place of ignorance, indifference, or even hostility toward your goal...navigating them through an unbroken series of Aha!s...to Point B, a place where they will act as your investors, customers, partners, or advocates, ready to march to your drum."

By following Weissman's detailed roadmap, we can learn how to tell stories that move and motivate our listeners by keeping them engaged from a compelling start to a big finish.

Silicon Valley Presentation Guru

Weissmann's first career was as a Hollywood producer and screenwriter. His friendship with venture capitalist, Ben Rosen, led him to his second career as a presentation guru. In 1988, he launched a business that taught high tech executives to move from feature-laden, techno-speak dissertations to engaging, listener-centric presentations. Yahoo, Intuit, Cisco, Microsoft, and Intel all benefited from his teachings.

The Opening Gambit is Just the Beginning
Weissman offers plenty of real world anecdotes, how-tos, and helpful graphics that convey how to grab and keep your audience. His opening gambit concept typifies his approach. He first offers the rationale, supports it with multiple success stories, and describes a broad range of opening gambits.
To engage an audience, an opening gambit pulls them out of a state of disinterest or suspicion about you and your presentation. Asking questions is one of seven such gambits discussed. In 1993, Scott Cook founder of Intuit (maker of Quicken and QuickBooks) faced a jaded audience of investment bankers. Rather than launch into a feature packed discussion of his new product, he asked two questions:
* How many of you balance your own checkbooks?
* How many enjoy doing it?
After a round of chuckles, he continued, "You're not alone. Millions of people around the world hate balancing their checkbooks. We at Intuit have developed an easy-to-use, inexpensive home finance tool named, Quicken." With this `Aha' moment, Cook was off and running.
Beyond the Opening Gambit--Components of Successful Presentations
Equally insightful chapters on presentation essentials provide a level of detail and clarity that leaves nothing to chance. They include:
* Story development
* Graphic design
* Delivery skills
* Tools
* Q & A techniques
In each case, Weissman

Presenting to Win: A Blueprint Worth Following

Weissman demonstrates that even those of us who aren't naturals can present to win. Learning what he teaches requires significant effort because his approach contains such a broad range of interrelated elements--and includes variations that differ depending on purpose, topic, and audience. Making it easy for our audience is hard for us. But, as Microsoft, Intel, Cisco, Intuit, and Yahoo learned, the effort is well worth it.

Jerry Weissman is one of those rare people who has written an authoritative sounding book about how to present and has the real experience and background to justify every claim he makes.

The book starts with the premise that the presenter must focus on the audience and that he must make them focus on him. He must understand the mental point they are at (Point A) and moves them to Point B. He must understand what is in it for them (WIIFY) and constantly use it as he constructs every slide to walk them to Point B. He must also understand the setting of the audience, and his main points of argument. Finally, he must tie those points together with a flow structure that fits his argument.

That's the first half of the book and as someone who has through some awful presentations, I can only wish reading this book were the equivalent of a driver's license for public speakers.

The back half of the book draws on his background in television and employs standard cinematic techniques to improve the appearance of PowerPoint. It's easy to overlook this part, but it makes a huge difference as well.

I've now had a chance to see people who have used these techniques for years present, and it makes a huge difference. I have also seen someone present in a tough situation using these techniques for the first time. This person is level-headed and not given to fads. His comment? "I wish I had run to Jerry's book ten years earlier."

If you speak in public, this is the one book you have to read, and re-read. It is common sensical, based in fact, and surprisingly intuitive.

I sent it to my son when he was in Afghanistan. It's a classic story

This book is one of the best books about the fire service I have ever read. I hung onto each and every word. It was though I was there sometimes.

During the tumultuous period of the 60s when author Dennis Smith wrote Report From Engine Company 82, the book was a cry for help from exhausted, frustrated men. Men who cleaned up in the aftermath of other exhausted and frustrated inhabitants of a society stretched to the breaking point.

As I type this, a younger firefighter in a comfortable, air-conditioned fire station among a population that by-and-large respects my profession, it's easy to forget the sacrifice of our past brothers who unceasingly fought fires, city hall and the population they served, until they had forged the modern fire service.

It's an important book for new firefighters to learn how the iron men of old did the job. And for the general reader it's a testament to both a volatile period in our nation's history, and to the timeless strength and courage by which good men have always worked to keep back the chaos of barbarism and destruction.

I spent 10 years in the fire service in both engine and truck companys. While I have many memories and stories to tell, the author, Dennis Smith, sums up the life of a fire fighter in an urban environment about as well as can be possibly told. Trying to balance the unpleasantries and sadness against the satisfaction of saving a life or helping a family overcome one of life's most agonizing moments is very well portrayed in this book. This is what a fire fighter's life is about folks. There is no other book that I can remember that tells it any better than this. If you're thinking of a career in a big city fire department or for that matter, if you're even thinking of becoming a volunteer fire fighter this book is a must!

I first read this book 20+ years ago, when I was under 20 years of age myself but streetwise from being the "wheels" (with a driver's license and a car) for various escapades all over Chicago in my raucous, hard-partying and utterly politically incorrect youth. Many aspects of "Report From Engine Co. 82" stuck with me through the years, and I've re-read it several times. Now I'm 40 and an ER RN in a Chicago hospital where we see more than our share of the extraordinarily dysfunctional lives of the people who live in poverty in the neighborhoods that surround our hospital -- the type of job and environment Smith portrays so well in "Report From Engine Co. 82."

"Report From Engine Co. 82." tells truths about the nearly inescapable poverty and illiteracy of people scraping by in lives that are marginalized in every possible way because they don't -- can't -- really care for themselves appropriately because they don't even know how. Poverty isn't what it used to be -- but it's still as screwed up as it was in Smith's first book. Most of our ER visits aren't really emergencies, just as most of the calls Company 82 responded to weren't emergencies, either. Nowadays, people call 911; when "Report" was written, that 911 system didn't exist yet. But not much has changed since then, in terms of what the firefighters/paramedics respond to and bring to the ER.

Most of the "emergencies" he sees are not emergencies. The non-emergencies, combined with the real emergencies, portray the dangerous and unthinking way poor people live through a combination of lack of resources, lack of experience with the "straight" world, lack of common sense, and minute-by-minute survival thinking. Most of these emergencies and non-emergencies are easily prevented -- if people had common sense, proper parenting, and a normal instinct for self-preservation.

These qualities, however, are surprisingly hard to come by in poverty, and this is what Smith dramatizes. The heroin overdoses. The stupid kids doing stupid things because they are constantly left unattended and to their own devices. Kids who shoot themselves in the thigh or foot -- or worse -- "playing" with guns. Fires that kill children because space heaters provide the heat slumlords refuse to provide in their code-violating buildings. The incipient hatred and distrust poor minority neighborhoods have of the white emergency personnel and firefighters who respond to their calls. The huge cultural gaps that make true communication and understanding so difficult -- even when you're both the same race and both speaking English.

What Smith accurately portrays is the way poverty-stricken people "live in the now" -- people whose entire lives are spent with no real financial or material stability or security. These are people for whom the concept of saving money for the future is impossible, either as a concept or a reality. People for whom making an appointment days or weeks in the future, and actually remembering to get to the appointment, is nearly impossible. Their main mode of thought is: what do I need to do now, what do I want to do now, what do I need or want to do in the next five minutes. This inability to think about and plan for the future is endemic, as is the inability to prioritize that which really matters -- one suspects because most of these people realize on some level they have no future that truly matters to the rest of society, and they're incapable of living as the rest of the "straight" world lives because they never have, didn't grow up with it, and don't know the language of living that life, let alone the mindset.

These are the people and children who have no insurance, no health care, no glasses when their vision is bad, no braces or dental care when their teeth are bad; who never use birth control (to prevent pregnancy OR to prevent disease transmission). People who don't understand why it's inappropriate to come to the ER with an upper respiratory infection and get pissed off when they wait hours for care while higher priority, higher-acuity patients (in respiratory distress, cardiac arrest, heart attacks, asthma attacks, and overdose, etc.) are taken before they are.

Conversely, these are also the people who shun health care until they are so sick they can no longer avoid it, and discover they have cancer... Cancer that could have been prevented or at least treated, often saving their lives, had they ever had regular health care -- but who are now consigned to an inevitable death they will blame on the healthcare providers who couldn't save them because they were at a stage beyond saving or treating in any way other than palliative.

Smith's New York is NOT the New York of Sex And The City. This is the New York of the infants whose welfare mothers don't immunize them, but have the latest, most expensive coats and boots because conspicuous consumption is how they live: you show how much money you have by wearing all that your money has bought you (rather than doing the far less glamorous but sensible things more responsible people, whose children were WANTED rather than accidental, do). The New York of the kids having kids who have kids, all of whom have never known proper parenting, nutrition, or health care. The overdoses. The children who come in with accidental poisonings or burns from household chemicals because no one was watching them. The attempted suicides with anything and everything -- cold medicine, knives, guns, illegal drugs. The kids raised by siblings because the parent is completely incapable, if they're even around, with or without the additional problems of substance use/abuse, addiction, or domestic abuse. The families which are largely single-parent families -- and where the parental figure may be an elder sibling, aunt or cousin who cares more for the children than their biological parent(s) does or is capable of doing.

This is also the world of the terrified illegal immigrants who wait so long to call for help because they're afraid of INS (now ICE) and deportation; by the time they do, they're often too sick to save. The penniless old people whose pensions don't cover their living expenses and who don't call for help because they're terrified of being discharged from the hospital to a nursing home and losing what little autonomy and material security they have left. The fractured families (with utterly dysfunctional dynamics) who interfere with the paramedics' jobs -- as well as the tight-knit families who are rich only in love for one another. The people who refuse help they desperately need because they fear and distrust the paramedics and firemen trying to help them, and because their healthcare illiteracy is such that they have no idea what is necessary to save their lives, and so refuse or avoid medical treatment that could stop problems in stages when they're still treatable. The mothers who speak no English, who superstitiously fear that emergency treatment will kill their children, yet who are so desperate to save their babies, they don't know what else to do, because all home remedies have now failed. The endless numbers of people who let their prescriptions run out or try to save money by taking less than the prescribed doses and then have severe health problems that wouldn't happen if they bought and took their meds as prescribed -- but who, for multiple reasons, can't and/or don't. The people who beg not to be brought to the hospital because "people DIE in the hospital" -- people who don't understand that their neighbors and family members who died in the hospital, died because they waited far too long to call for help, and were therefore were beyond saving when they finally got to a hospital.

Anyone who works in public service as a fireman, cop, nurse, social worker, or psych intake worker in a big city -- and in poverty-stricken, crime- and drug-infested suburbs and rural communities -- can relate to Smith's book. For everyone who majored in something else, this book opens a door and exposes the lives of people you don't even know exist, people you don't acknowledge when you're forced to share a bus or train with them during rush hour (or who you intentionally avoid by driving in your own car, despite the expense of gas, insurance, and time spent on the commute): the people who don't work, or the people who work wage-slave jobs like janitor, maid, fast-food worker, security guard, who can barely pay their bills or care for their children with what little they make -- or who blow it all on liquor and/or drugs and/or gambling (or all three) to escape the miserable hopelessness of their lives. The kids who have the latest "stuff" -- whether it's the shiny ten speed bicycles Smith writes about, or today's video games and cell phone/mp3 player/cameras -- but whose parents can't or won't give them what they really need: breakfast, lunch, dinner, and a stable environment from which to emerge every day to deal with the life-endangering risks of walking to and attending public schools that do little more than babysit and warehouse kids whose futures include teen pregnancy (and the late-term, life-threatening miscarriages that go with total lack of prenatal care, with or without drug use), repeated incarceration, and shorter-than-average lifespans due to the daily likelihood of violence in their communities and their lives.

Smith's portrayal of this kind of poverty is not pretty but it is not unsympathetic -- there are glimpses of beauty and hope, mostly in the young women and children who haven't yet been ruined by their surroundings. Smith tempers it all with a matter-of-fact acceptance that although it is his job to care for these people, he may never really understand them because he's now too removed from that life, and he takes on faith that they possess human qualities they often fail to demonstrate. But some do show their humanity, and those are the people he does it for.

Smith does an excellent job of portraying the paradox that the job of these firefighters and paramedics is to help and save these people, which by its nature includes finding them WORTH helping and saving, at the same time as they move and live as far away from these neighborhoods and the associated poverty, crime and drug problems as they possibly can. This is not merely a racial difference. There are plenty of black and Latino paramedics, cops, firefighters, nurses and doctors who straddle the gulf (some might say 'minefield') between their class and the class of the people they help, in circumstances that are at best trying and at worst nearly impossible to help them transcend for any sustained length of time.

Smith portrays the sympathetic detachment required to know that this is what you do, all day, every day you work, with only the hope that one or two out of ten people will actually genuinely and sincerely thank you for what you do or have done for them -- which is that elusive reward you get, one that can make it all seem worth it when it happens -- and to hope that when you show up and give this of yourself on every shift, there might be one kid or teen who sees what you're doing, who still has enough time ahead of them to see this glimpse into another world... A world it is just *barely* possible for them to enter given enough determination, education, mentoring and drive, and sadly also given enough instinct to discard much of what they learn in their families about how they THINK the world works, versus how the world REALLY works for the more educated and better-off people who run it.

The fact that Smith can show all this without denigrating an entire class of people -- does, in fact, portray them with humanity and the grace one occasionally sees in these circumstances -- is because he also recognizes that he is not that far removed from the kind of poverty he sees on the job (he grew up poor, too). He recognizes and accepts that he is that kid who admired firemen as a boy and saw a different world -- he is that kid who made the leap to the next class up, to the working class and blue collar as opposed to poverty-stricken. He understands the dysfunction -- the drinking, the drugs, the abuse -- that occurs in the neighborhoods Co. 82 responds to because it occurred in his neighborhood, his family, his poverty, while he was growing up.

This understanding that few "get out" -- and that he was one of the lucky few -- underscores with sympathy his otherwise stark portrayal of the job of a NYC fireman in the 70s when NYC was not a desirable place to live and people did their best to escape "the city" as soon as their financial circumstances permitted it.

The uncensored version of this book (which is the one I've read multiple times) also shows the bizarre split someone who works as a fireman/paramedic, nurse, or doctor must negotiate within themselves -- the intimate knowledge you have of the bodies of the people you must save, which is merely part of your job but which you can't really talk about to any family member or lover who isn't in one of these fields. I don't mean merely intimacy with people's genitals -- though there is that, such as the way the Smith describes heroin overdoses getting icebags put under their testicles (negative stimulus, designed to bring unresponsive, unconscious people back to responsiveness and consciousness). I mean the intimacy of seeing people stripped of their modesty and dignity, voluntarily (prostitutes) or involuntarily (the terribly sick), whose personal space and body integrity you must necessarily invade, often in less-than-respectful or diplomatic ways because there is no time for those niceties when someone is dying and you're trying to save them. People who don't work in these fields can never really understand how you can be unaffected by the nudity, exposure and/or intimate knowledge you have of these total strangers, and the disinterest or casual attitude with which you greet what would shock most everyone else.

And, of course, you're not unaffected by this knowledge. Sometimes you're disturbed, or someone or something sticks in your mind -- the things you've seen or had to do -- and is recalled in inappropriate moments with your loved ones. You're not unaffected, you're just emotionally calloused or you compartmentalize it, in order to repeatedly perpetrate and endure this violation of the boundaries between strangers and its inherent power imbalance: you, as the emergency personnel, never have to reveal any of these intimacies to your patients... but they must necessarily, willingly or not, reveal them to you. This includes the mentally ill and the hopelessly drug-addled or dopesick (or both, combined) -- sometimes the most disturbing intimacy of all: the insides of their heads and their distorted, sometimes frighteningly unhinged, perceptions of the world around them.

As a scientist I do not have to sell a product, but I do have to sell myself and my knowledge. Simon's book is a formative journey through successful people's biographies and it is a moment of comparison and inspiration. I really enjoyed the chapter about leadership.

This book is fantastic using easy to apply concepts and excellent examples of people who used it. Simon Vetter provides you with his book a great way to put the conceptual idea of personal branding into practice. Reap the benefits of personal branding. It worked for me.

We all have our own brand of brilliance, but like Oliver Wendell Holmes said, most of us go to the grave with our music still inside us. This book uses stories of extraordinarily successful people to illustrate many ways to bring your talent and unique contribution to the world. In a time when so many people are feeling bored, discouraged, even downright depressed about their work, STAND OUT shows how to reinvigorate a career and bring more meaning to everything you do. With lots of subheads and bullet-pointed insights at the end of each chapter, the book is put together in a way that makes it easy to read, easy to digest and easy to benefit from. I don't recommend many books, but I highly recommend this one.

I've been generally pleased with my brand, so this topic wasn't one I was actively seeking. But a trusted colleague gave it a strong endorsement, so I threw it in my briefcase before a long trip. What a pleasant surprise! Not only did I learn more about personal branding and myself in the process, but the book is also loaded with practical tips for simply being effective, personally as well as professionally. Indeed, this is the type of book that is worth re-reading, over and over... making it a "keeper" in the main bookcase, right be my desk.

In this easy-to-read guide to branding yourself in your business, Vetter provides a wealth of information and practical suggestions in creating yourself as a brand in the marketplace. It is a must-read and should occupy a central place on the bookshelf of anyone looking to start or build their business in a way that produces results!

This is the third edition of this book that I have bought. I love the format of them. They are imformative, yet entertaining. I am a "planner", and this helps keep me organized. We had made the major decisions of where to eat & where to go when in advance. I've been a Disney fan for years as are my children now. This book gave helpful tips when it came to deciding where & when to do things. I highly recommend it & look forward to the next edition.

We used this for many months before our vacation last year. It was almost drenched with highlighter markings long before we left for Florida. When we got there, it was like our Bible as we toured the parks. It has everything you need to know for Disney and beyond. Her sense of humor is most amusing and she does let you know where to eat without losing your mind or cookies with toddler in tow. So buy it and then keep it, because you will write notes in it and after your trip it will become almost a souvenir of sorts with all your little articles and receipts etc, tucked away in side. You will look through it a year or two later and laugh at your comments about whatever you were thinking at the time. We had teenagers and toddler and everything worked out great, she has some real tips that do everyone good, not just the kids. Mom and dad won't lose their mind trying to please everyone. We are heading to Universal as well this year, so we will definitely be buying her Universal book.

Since we take so few vacations, I like to make sure they're planned well so everyone gets the most out of them. I bought 3 Disney books (Unofficial Guide by Sehlinger and Birnbaum's 2001 edition too) but this is the one I found most useful for planning a trip with a 4 & 6 year-old. The tips saved us $1000 on room costs alone! The reviews of the Disney and off-site hotels offer useful details not found on websites. The excellent ride reviews feature details to help parents determine if it's too scary for your child (tells you if dark, noisy, surprise elements, etc) - not just a generic "may scare children under age 5" warning. The book is fun & easy to read... and with her realistic advice for visiting Disney with kids, you'll have more fun and be less stressed-out on vacation than if you did it without her book.

As you see from most of the reviews of this book it is an excellent source of information. As the author notes, the level of enjoyment of your trip is directly related to the amount of research you do before your trip.

In addition to being a great source of information before we left, it was a great read on the drive to Orlando. As parents, so much time is spent on the planning that the joyful anticipation of the trip is often left to the kids. The more we read and closer we got, the more excited we got.

One personal caveat that is inferred in the book, but not stated expressly is that the Disney experience can be lost on young kids. Our six-year-old had an absolute blast, our 3 1/2-year-old was a bit tentative about the characters and some of the shows, but our two-year old was scared by the characters (I don't think he understood that they would be life-sized) and the shows created sensory overload. Several parents of young children we talked to said they would not repeat the experience with a child younger than four. We heartily second that.

I have a three year old daughter, and this book was a tremendous help in planning out trip to Disney World. It told us when and where to find the characters (a BIG item for planning the days), what rides to ride first, and most importantly, the information about FastPass. I highly recommend the book to anyone taking kids to DisneyWorld.

I am part way through this book and love it. It takes you on a realistic and practical journey of change. It also explains why the techniques work and then has exercises that help you experience it. What's also key is that Jennifer White speaks from her own personal experience of applying these tools.

I've ready many books on how to get the life you want but by far this is the best yet. Easy to read, there's little exercises to do to get you thinking and she even provides ideas for making more. Brilliant. If you know you're not living your best life, then this book will really get you going in the right direction with motivation. Get it!!!

Does it seem strange to anyone that all of the 26 reviews for this book sound exactly the same? Almost like the same person wrote all of the reviews.......or coached others on how to write them.....hmmm...

If you feel that you work to hard and earn to little, this book is for you. Jennifer White shows you how to be more effective in whatever you do. When you become more effective--you will start earning more money-because your more effective, more valuable. Jennifer is one of the top coaches in the nation and it's not for no reason. Her methods are sound. Proven. They Work. Highly recommended.

Zev Saftlas, Author of Motivation That Works: How to Get Motivated and Stay Motivated

Jennifer White's book is not for wimps and losers.

A self-help book written by one of the finest success coaches in the country, "Work Less, Make More" is an innovative tool to help self-driven, highly motivated individuals who are probably already successful do more and do better - to pull themselves out of a stalled rut, perhaps; to work more effectively; to make a quantum leap to a higher level of success; and clearly, to make a substantially higher level of income while working at a physically less demanding level.

Jennifer White's focus is on results and the premise, while difficult to envision, is achievable for those who are willing to make a paradigm shift in their outlook on what constitutes success, to undergo a sea change in their relationships with their family, their friends, their customers and their constituents.

This book is NOT for those that are unwilling to subject themselves to an intense level of scrutiny and, for a significant period of time, to pull themselves a long way out of previous comfort zones and to instill in themselves new habits.

My personal opinion is that this book is most likely to be successful for those individuals that are to a significant extent self-employed, self-driven, highly motivated and worrying with the realization that their career needs a lift. For those that qualify and are willing to change, Jennifer White's perscription will help you to become more deeply fulfilled and earn substantially higher financial rewards without driving yourself to an ulcer, without insulating yourself from your family and friends and without contemplating an early grave.

And isn't that what we all want, after all!

Paul Weiss

As the wife of a homebrewer, I often pretended to listen to my husband's dreams of one day starting his own brewery. After five years of pretending, I realized he was serious when he handed me Beer School and said, "If you're ever going to get on board, you've got to read this book." As a medical professional, the idea of reading a "business" book made me yawn. To my surprise, I couldn't put it down. I felt as if Tom and Steve were sitting across the table, telling me their story over dinner. Their honesty was both eye-opening and inspiring. I learned so much from Beer School and enjoyed every second of it. Reading this book gives you a good idea of how difficult it is to be successful in starting and running your own business, all the while making you feel like you can do it.
BTW-after reading Beer School, I finally got on board with my husband....founder of Tallgrass Brewing Company!

I've no great interest in the brewery business, but I do enjoy well-written, instructive tales of entrepreneurship. 'Beer School' definitely falls into that category. One-time journalist and co-founder Steve Hindry can really write. No surprise there. The pleasant surprise is that ex-banker and fellow co-founder Tom Potter's chapters are just as enjoyable. Like their beer, the chapters go down smooth. The arrangement of the book makes it clear who's written what parts - the chapters are given names that start with either "Steve Tells..." or "Tom Tells...". Where Steve has written a chapter, we get Tom's viewpoint with "Tom Weighs In," and vice-versa. Sounds sort of clunky, but it's well executed by the co-authors. They clearly worked very closely in shaping a final, cohesive product. As a result, the format works well.

What drew me to the book originally was the forward by Mike Bloomberg. His endorsement is good enough for me.

Great, inspirational reading. If you're thinking about starting a microbrewery or brewpub read this first. Their no-holds barred approach puts a candid entrepreneurial perspective on their endeavour.

By nature, I am not a "reader"... I have a large stack of books that I've picked up over the years to pacify me while traveling. Most still have their respective airline ticket stubs safely marking the spot where I left off reading. So yes, it's a tad ironic that I'm now leaving a book review here... However, I read this cover-to-cover in two (long) evenings (that alone will tell anyone that knows me that this was a really good book!) so I'm at least qualified to comment on THIS one.

I've homebrewed for a couple of years and am in the early stages of investigating the feasibility of trying to make a living out of brewing. The story in the book really struck close to home for me... My potential partner and I work in fields that really couldn't be further from the brewing industry, much like the authors. While I know that the odds are against us, it was refreshing to read a story of someone that took a swing at it and hit a home run.

The book is by no means a step-by-step business plan for starting a brewery. It is much more a story of the trials and tribulations that faced them as they progressed from a crazy dream to a crazy success. It's a story about partnership. It's a story about taking a leap of faith. So don't purchase it expecting a step-by-step recipe for you to go out and quit your day job, but do purchase it and expect a general high-level look at starting a brewery, some good general business ideas that you may not have thought of, and a good story to tie it all together.

I found it to be a very honest, open story... The authors take turns writing chapters, and there were at least a couple of times that they were so honest that I caught myself thinking "Jeez, I'm pretty sure that the other guy's going to read this... Are you sure you wanted to say that?!" As you progress through the book though, you learn that this is just the relationship that they've built over the years... Very honest and open with one another whether it is good news or bad. I think that reading about the partnership was really one of the biggest take-aways that I got out of the book, but it certainly has more to offer than that.

In summary, I really enjoyed this book and would have no issues whatsoever giving it a very high recommendation for anyone that is considering starting ANY new business, brewery or not.

I just finished Beer School and thoroughly enjoyed it. As a beer lover, and a fan of Brooklyn Brewery's products, I enjoyed learning about how the beer came to life, as well as the birth (rebirth?) of craft brewing in the United States. Mayor Bloomberg was right in the introduction, the book will make you thirsty.

As for the business aspect, I teach high school economics and intend to use some examples cited in Beer School to illustrate my lessons. If I taught on the college level, this book would be one of the required readings. It is a great example of entrepreneurship, economies of scale, marketing, start-ups, and business plans.