April 7, 2014
Dan Pink is a five-star author, but To Sell is Human is “only” a four-star book. Having started with that sentence, I should explain it. The best start to the explanation is a quote from the book itself. “Clarity depends on contrast… The most essential question you can ask is this: compared to what?“
To Sell is Human (TSIH) is a four-star book compared to other books by the same author, and to other books about the same thing. Now, what is TSIH about? The answer, obvious from the title, is: selling. It is less obvious from the title that this is a book, not only about sales, but also about “non-sales selling”.
“Non-sales selling” is Dan’s term for “moving other people to part with resources—whether something tangible like cash or intangible like attention—so that we both get what we want.” A survey commissioned for the book showed about 40% of respondents’ work time devoted to non-sales selling. (I did a far smaller and less formal survey with a graduate school class, with a similar result.)
So non-sales selling is very similar to influence, and Dan Pink’s To Sell Is Human shares its subject with Influence: Robert Cialdini’s classic account of the psychology of persuasion. Dan is explicit about his knowledge of, and respect for, the earlier book, especially in his chapter on clarity: Influence tops his list of favorite books on the subject. Dan’s judgment is sound: if I were to recommend one book on non-sales selling, it would be Influence (rather than TSIH).
The contrast with Influence may be more harsh than it is fair: TSIH does in some ways go beyond Influence, rather than attempting to go head-to-head with it. Most important, To Sell is Human is a book, not only about non-sales selling, but about sales selling and about change. Selling cars provides a salient example. In the past, the seller was much better informed that the buyer. That information asymmetry has been eroded over time, particularly by the internet. Dan argues that it is now better business, as well as better ethics, to sell based on empathy with the buyer than to attempt to exploit the (potentially well-informed) buyer.
However, sales selling and non-sales selling seem like strange bedfellows, or bookfellows: they don’t fit into the same book as naturally as they perhaps should. This is one of the reasons why To Sell Is Human isn’t in the same five-star class as Influence, and some of Dan’s other books. I could list a few other reasons, but none is major, and it’s time for a shift toward the positive.
TSIH is very much a Dan Pink book, with all the good things that implies. Dan explains convincingly why his subject is interesting and important. He makes each topic engaging with practical examples, draws on and clearly explains relevant research, and provides practical implications. It sounds easy, and Dan’s books make it look easy, but many similar (i.e. popular social science) books end up being superficial, stodgy, or both.
TSIH does not need to be pushed off a bookshelf by Influence and by Dan’s other books, however much this review might have so far put it up against those strong competitors. TSIH complements those other books as much as it competes with them. For example, Influence’s Epilogue warns of the threats lurking in an environment rich in content, when much of that content comprises attempts to influence us, and many of those attempts are deceptive or worse. TSIH is very much about the content-rich environment, but is more positive, and not just because this environment provides buyers with information previously reserved for sellers. The very volume of content provides opportunities for curation: to select from the abundant content, to share the selection, and thus to add value.
With TSIH, Dan also complements his best book: Drive. Drive is about motivation: what drives us. TSIH is about how we can move others. There can be few aspects of psychology as important, or as mutually complementary, as what drives us, and how we can move others.
One last complement is Dan’s website, since it complements his books well. One last compliment: To Sell Is Human is a very good book, and one that I might perceive to be even better were it not for the comparisons invited by a Dan Pink book about influence.
June 7, 2011
Three years ago, I received a review copy of Groundswell, the book about “social technologies” by Charlene Li and Josh Bernoff. I was very impressed by it, as my review post shows.
The other new chapter is on Twitter, which has grown to be as big as a (fail) whale in the three years since the Groundswell hardback. In some ways, the addition of a chapter on a particular tool goes against a strength of the book. To quote myself: “the authors resist the temptation to provide a lot of detail about specific tools… the tools will change.”
Perhaps the addition of a Twitter chapter is an implicit prediction that Twitter is here to stay, at least for a few years. If so, then the absence of a chapter on Facebook is interesting…
August 31, 2010
Tuesday (here in the USA at least) is new release day. That includes albums, in MP3 form as well as in disc form. It also includes books.
So I just bought the new album by my favorite musician, Richard Thompson. Dream Attic is like a live album in the most obvious way: it was recorded before a live audience. It’s the new RT album in that the songs are new, not having appeared on any previous album. It’s more like a live album in that RT stretches out on guitar more than on any of his studio albums.
Because of the guitar-stretching, the 13-track album comes in at 70+ minutes. For us old folk, that sounds like double (vinyl) album length. Slightly younger folks might note that it’ll almost fill the CD to which you burn it. Respectable folks will note that you should buy it before you burn it. You can do so from all sorts of places: Amazon, eMusic, RT’s own website, etc.
Those who understandably want to listen first can do so at AOL’s listening party – but, strangely, not at Spinner, which is owned by AOL, includes a new releases “listening party” and has a coolish name, as well as some interesting additional content.
Yet others might wonder what an album is, and how anyone could muster the attention span for over an hour or music by some greybeard. So the embed for this post is the 6-minute minimix.
Back in the real/analog world, I just got a package from Amazon including a couple of last Tuesday’s dead tree book releases: Mockingjay (The Final Book of The Hunger Games); and The Second Siege(paperback).
Happy new media day!
August 25, 2010
Books are sadly limited things once they are wrapped in DRM (see previous). Now even the word book may be limited.
Facebook has filed suit against Teachbook.com, an online community for teachers. The lawsuit accuses Teachbook of “misappropriating the distinctive BOOK portion of Facebook’s trademark.”
I don’t think that’s satire. I think that Jennifer Van Grove wrote it for Mashable with a straight keyboard.
The hounds of “intellectual property” have made enough toothmarks on enough books. Now their foul fangs slaver for the word book itself.
August 20, 2010
The time for ads in books has come, according to an editorial in yesterday’s WSJ. Why now?
In short, physical books can’t compete with other print media for advertisers. Digital books can. With an integrated system, an advertiser or publisher can place ads across multiple titles to generate a sufficient volume. Timeliness is also possible, since digital readers require users to log in to a central system periodically.
For consumers, the free samples of digital books now available would surely include ads… Seeing ads in the sample may also convince a reader to pay for a premium, non-ad version of the full-length book. The old market segmentation of paperbacks and hardcovers will be replaced by ad-supported or ad-free books.
So books will be ad-supported and freemium. By the way, those two things go together. Why Ben Parr at Mashable thinks that ad-supported and freemium should be pitted against each other is beyond me, unless he was on a really tight deadline for a “web faceoff” post.
I don’t like the idea of ads in my books. But I am used to paying in order to make them my books, so I’d probably pay to get books without ads. And, come to think of it, if I can put up with DRM in books, I can put up with a lot.
The argument that advertisers like ebooks more than pbooks (or whatever we call physical/paper books) is a strong one. But as usual, if you want to see the future, you can go back in time: see Galleycat’s brief history shows that ads in books aren’t new.
August 11, 2010
I love books, always have, and always will. So what about ebooks? I haven’t used them. I don’t like reading large amounts of text on a computer screen, and eReaders are too expensive for my taste: I like gadgets, but not enough to pay early adopter prices.
Now that eReader prices are moving down towards $99, I’m starting to consider which one to get, or at least to request for a present come December. Here are my main criteria.
- EPUB format support.
- Easy enough on the eyes to actually read a book. I’m going to rely on reviews for this, since a quick in-store test-read won’t prove much about prolonged use.
The first criterion rules out a Kindle, tempting though the new Kindle Wi-Fi is at $139 on the price criterion. I don’t want my eShelf to rest on a proprietary format.
Almost everything else on the market does support EPUB, according to Wikipedia’s comparison of e-book formats. So it’s time to do some research on Nook and the like, or at least keep my eyes and feed reader open over the next few months.
I’m hoping for “a sub-$100 device with no connectivity other than a USB port”. The quote is from Joe Wickert, even though he has a Kindle in mind.
In the meantime, any comments on EPUB readers and content stores are most welcome.
August 5, 2010
Instructional Design? Some of my initial thoughts on ID (or ISD, with the S standing for System) are in an earlier post. A thought not captured in that post is that I’ll be doing some reading on ISD.
So I was interested to see a list of books for instructional designers, culled by Amit Garg from a LinkedIn discussion. I saw the list via Cammy Bean, who also linked to the reading list she posted a couple of years ago.
I note that both lists start with e-Learning and the Science of Instruction. So I’ll probably get it (after asking why each list links to the first edition, rather than to the second, which came out in 2007). It’s interesting that this book is about e-Learning, rather than about ISD more generally.
Cammy’s list also includes Non-Designer’s Design Book. I was surprised to see it on an ISD list, but I do recommend it highly. It discusses basic design principles, and applies them to flyers, business cards, web sites… almost everything except courses. But then, e-Learning tends to mean learning from a web site.