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Extreme Trust: Honesty as a Competitive Advantage Hardcover – April 26, 2012


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Product Details

  • Hardcover: 288 pages
  • Publisher: Portfolio Hardcover (April 26, 2012)
  • Language: English
  • ISBN-10: 1591844673
  • ISBN-13: 978-1591844679
  • Product Dimensions: 6.3 x 1.1 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (17 customer reviews)
  • Amazon Best Sellers Rank: #479,618 in Books (See Top 100 in Books)

Editorial Reviews

Review

“‘Trust is the new black.’ We all rely on those we trust, and that’s particularly true when it comes to business. Extreme Trust talks about how trust is increas­ingly critical in business, and how trustworthiness, or its absence, has become increasingly visible. It discusses what trustworthy behavior means in business, and how to change corporate culture to make it more genuinely trustable.”
—Craig Newmark, founder of craigslist.com
 
“This book is a must-read for anyone leading an organization. The future is com­ing and it’s coming fast. Peppers and Rogers’s insights and advice will lead you through this remarkable time of change. Simply indispensable.”
—John Costello, chief global marketing and innovation officer, Dunkin’ Brands, Inc.
 
“What I loved about this book is that it forces the reader to stop using tradi­tional ways of looking at business value (efficiency, productivity) in order to understand the trust crisis. And the further I got, the more I realized it really is a crisis. Lack of trust in business is almost something we now take for granted, as a normal cost of doing business. It’s why the exceptions are so remarkable. Extreme Trust has shown us not only why it is so wrong that we take that for granted, but why it is so costly. It’s the first book that really lays out a prac­tical model for the evolution of business—big business—and it is brilliant.”
—Jennifer Evans, CEO of Sequentia
 
“Despite the shifting sands of time, Peppers and Rogers remind us what we never should have forgotten. Extreme trust is the only foundation to build on. This is the best book yet from this insightful duo!”
—Marilyn Carlson Nelson, chairman of Carlson
 
“Once again, the remarkable team of Peppers and Rogers nails it. Ignore them at your peril.”
—Seth Godin, author of Linchpin

About the Author

Don Peppers and Martha Rogers, Ph.D., have coau­thored eight books, including the global bestseller The One to One Future. Widely credited with igniting the global customer strategy revolution in business, they are the founders of the Peppers & Rogers Group, a global management consulting firm whose clients have included Vodafone Group, Cigna, American Heart Association, Nordstrom, Absa Bank (Barclays), and HM Revenue & Customs (UK). Globally renowned keynote presenters and boardroom strategists, Peppers is an expert blogger at fastcompany.com and Rogers is on the faculty at Duke University’s Fuqua School of Business.

Visit www.extremetrustbook.com

More About the Author

Don Peppers was the oldest of five children raised in a small town in Missouri, and he's always had eclectic interests. He earned a degree in astronautical engineering at the US Air Force Academy and then received a masters in public affairs from Princeton, with a concentration in foreign policy. But he has never worked a day in either of these fields. After serving in the Air Force his first civilian job was as an economist at an oil company, and then he became director of accounting at a regional airline. At the airline he gravitated into the marketing field, and eventually went to work at a series of advertising agencies, where he gained a reputation as a successful "rainmaker," concentrating on winning new clients. He wrote about some of his successful (and unsuccessful) pitches in his book Life's a Pitch: Then You Buy. His collaboration with Martha Rogers, a former advertising professor, began in 1990, and their first book together, The One to One Future, was published 3 years later. Since then they have co-authored eight more books together, the most recent being Extreme Trust: Honesty as a Competitive Advantage.

Don and Martha founded a management consulting firm, Peppers & Rogers Group, which now has consultants and offices on five continents and specializes in helping companies improve their customer-facing processes, from sales and marketing issues to customer service, communications, social media, and employee culture. They like to say their mission is "to make the world safe for customers."

Customer Reviews

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Offers valuable insight into a rapidly building global trend in business.
Tom Fletcher
Excellent book on how customers will increasingly shift their business to businesses they can trust.
Anders
Those who are behaving badly will reap their own rewards if they ignore the message.
Alistair Davidson

Most Helpful Customer Reviews

8 of 9 people found the following review helpful By Bruce Kasanoff on April 26, 2012
Format: Hardcover Verified Purchase
17 years ago, I bought The One to One Future and ended up reading the whole book in my car. I literally could not put it down, it was filled with such a clear vision of how business needed to change. That book changed the path of my career, and life.

This one is even better.

It has observations that stop you dead in your tracks, they are such fundamental truths about the ways that corporate culture must change. For example, authors list six examples of trustworthy companies in the 20th vs. 21st century. Until now, a trustworthy company "manages and coordinates all brand messaging to ensure a compelling and consistent story." But now such a company "recognizes that what people say about the brand is far more important than what the company says."

Absolutely, dead-on right. How many companies understand this? Very few.

Later in the book, the authors tell the tale of a United Airlines captain, John McFadden, who writes personal thank-you notes to high value passengers who fly on his plane. They observe, "In the final analysis, McFadden values empathy and reciprocity above everything else. He refuses to just be an employee. He insists on being a human."

Stopped me in my tracks again. The future of business lies in weaving Captain McFadden's attitude into corporate cultures, and forcing out mindless obsessions with compliance, efficiency and spin.

This book is filled with humanity, but not of the blue-sky dreamer type. Peppers and Rogers argue persuasively that there is no profitable alternative but to operate in a more "trustable" way. Once again, they see the future more clearly than others, and they understand that with everything and everyone and everywhere linked together... there will be nowhere to hide, and no room for deceit.
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3 of 3 people found the following review helpful By Curtis Bingham on August 8, 2012
Format: Hardcover Verified Purchase
If the future of commerce forecast by Don Peppers and Martha Rogers in their new book, Extreme Trust: Honesty as a Competitive Advantage, turns out to be even partly true... but then, it already is partly true.

In a nutshell, the premise of the book is that while many companies today are trustworthy - they mostly do what they say they will do - they are not trustable unless or until they proactively, and with competence, promote and safeguard their customers' best interests. Thus, trustability - relentlessly scrutinized and monitored via social media and the inevitable transparency enabled by technology and human connectivity - will soon become the new standard by which businesses will succeed or fail.

That's a standard I can live with.

Now, I will admit that while I was delighted to feel so good, so encouraged, as I read the book's opening chapter, those very emotions made me skeptical and suspicious that what I was feeling originated from reading what I wanted to read and not what really describes the world-out-there. But the further I went into the book, the greater, the deeper, the more compelling became the authors' case. I realized that the book isn't a forecast; it's a startling and exhilarating interpretation of what previously appeared to be chaotic socio-economic events and dynamics. Their use of the dramatic, up-to-the-minute anecdotes and examples with which our current marketplace abounds is entertaining and powerfully drives home the reality of the brave new world of commerce that is emerging all around us. The transition - happening now - is not and won't continue to be easy or painless, but we all know that already. What we may not know is how much hope there is.
Read more ›
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2 of 2 people found the following review helpful By jose yamagoshi on June 7, 2012
Format: Kindle Edition Verified Purchase
La perspectiva de Don Peppers y Martha Rogers,en Extreme Trust, nuevamente nos sorprende volviendo a los origines de las relaciones humanas. Confianza, Honestidad, Integridad valores imprescindibles y vitales para los negocios hoy en día!
JoseCarlos Yamagoshi
Interaction Perú
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1 of 1 people found the following review helpful By Tom Fletcher on February 10, 2013
Format: Hardcover Verified Purchase
Provocative. Relevant. Inspiring. Offers valuable insight into a rapidly building global trend in business. Persuasive, evidence-based argument proving just like Mom told us: honesty is the best policy.
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1 of 1 people found the following review helpful By M. Louca on September 16, 2012
Format: Hardcover
Great book with some deep thought and detailed examples-gives some relevant case studies and actual examples with opionions that rise above just standard theory.
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2 of 3 people found the following review helpful By Maz Iqbal on June 2, 2012
Format: Hardcover
How best to describe Extreme Trust the latest book by Don Peppers & Martha Rogers? If you liked/loved The One to One Future (the book that bought us the concept of 1:1 marketing) then you will like/love this book. The One to One Future, was a delight to read and it said what needed to be said about the state of marketing and spelled out the future. Extreme Trust has a similar flavour and had provided me with a similar experience.

Extreme Trust deserves to be read. It opens up a new domain, a new conversation, a conversation that needs to happen. Why? Until this conversation happens, this domain is addressed, pretty much all the money spent on Customer initiatives is wasted.

I have reviewed Extreme Trust in detail on my blog, here is the address:

[...]
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Do things right, do the right thing, proactively. It may seem simple and obvious but, as exemplified in the book, it is alarming how many big brands across all industries are betraying your trust as their very business model. Embrace the truths expressed in this book and start mapping your path to long-term success.
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