Should a business have a “face”? Should an enterprise exhibit human-like traits to set it apart from straight-laced, by the book and bureaucracy-deep “corporations”?
The answer to these two questions is unequivocally “yes”, according to the excellent book “Personality Not Included” by Rohit Bhargava.
(click Starbucker’s Amazon Store to find out how to buy it, right now)
I must confess he had me at hello on this one, because my bias was already pointed firmly in this direction, but nevertheless, Rohit did an excellent job of drawing me in with his no nonsense writing style, intelligent pacing and organization, and a clear passion for the subject.
Once drawn in (I also must admit – wow, lots of confessions on this one – I loved the cover and what I call the “funky chicken” – see the picture above), I was impressed by the way Rohit lead me through the process of properly “building” a company personality.
First he outlined all the key elements. I especially liked his “UAT Filter“- the three core qualities of a company personality:
Spot on. And he presented great examples from several companies for each element.
Then Rohit did something that many book writers do not do – he wrote a “Part 2″ that showed us how to actually put those elements into action, and gave us a bunch of tools to use to boot.
As my readers know, I’m all about the human side of a business. Actually showing that side to our customers is surely a good thing – it’s the key to delighting them and making sure they stay with us for a long, long time.
Because people just aren’t buying a product or service – they are buying “into” a positive experience. Rohit Bhargava, by virtue of his great experience as a marketing consultant, gets this “big time”, and better still he’s written a definitive book that explains it all in a practical, understandable and actionable way.
Thank goodness I opened my goody bag from Blogger Social and saw that Funky Chicken staring at me (love that Funky Chicken)!
Well done Rohit, well done. See you at the next Blogger Social, after you’ve become a big time author. Hope I don’t have to stand in line…….