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Likeable Business: Why Today's Consumers Demand More and How Leaders Can Deliver Paperback – October 30, 2012


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Q&A with Author Dave Kerpen

How did you come up with the term Likeable?

Carrie, my wife and President of the company, and Jenna Lebel, then a strategist and now our Global VP of Marketing, were sitting at a restaurant in Boston, brainstorming. We had decided that theKbuzz, our original name, was no longer fitting for a larger social media and word of mouth marketing firm. We knew Facebook was about to launch the "Like" button for brands, and Jenna and Carrie suggested "Likeable Media!" I immediately loved it! I called up my friends Randi and AJ who worked at Facebook, and told them our plan They loved it too, but warned me that Facebook changed things so often and so quickly, that if "Like" didn't take off, they'd change it and we could be stuck, Luckily, of course, "Like" did take off- and so did Likeable! The cool thing about Likeable is it means way more than just getting likes on Facebook - it means being worthy of being liked, and talked about.


pyramidOf the 11 strategies you outline in the book, are there ones that are more important than others?

They're all important, but the pyramid in the introduction of the book shows the relative importance of each one, and the ability to integrate more sophisticated, challenging strategies on top of one another. Listening (Chapter 1) is the most basic, fundamental concept to get right first, and gratefulness (the last chapter) is the most challenging but spiritually rewarding to get right.


What are your most important tips for a new entrepreneur to become ‘likeable’?

Listen to everybody, especially those who have more experience than you. Don't think you have it right yet, because you probably don't. If you're not a good salesperson, become a great storyteller. Be transparent, humble and grateful, and yet persistent.


What do you think is the next trend in business?

Businesspeople seem obsessed with "Big Data" these days. I'm not a data junkie myself, except for baseball stats. But I agree that capturing, understanding and then leveraging the massive amount of data available to today's business - is a promising development. Being likeable isn't a trend of course - has always been important as always will be.

Review

"This book is great for those interested in reading about success and failure stories revolving around running businesses, from small to large. Some may even find it inspiring since there is a significant focus on entrepreneurs who have been widely successful by either practicing all or some of the principles discussed in this book." Technophilic 20130501 "An excellent book for anyone working in customer service, Kerpen's work provides original ways of thinking about everyday actions. Recommended." (Starred Review) Library Journal 20130301
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Product Details

  • Paperback: 256 pages
  • Publisher: McGraw-Hill Education; 1 edition (October 30, 2012)
  • Language: English
  • ISBN-10: 0071800476
  • ISBN-13: 978-0071800471
  • Product Dimensions: 6.2 x 0.6 x 9 inches
  • Shipping Weight: 11.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (94 customer reviews)
  • Amazon Best Sellers Rank: #323,941 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

9 of 10 people found the following review helpful By Laura on November 4, 2012
Format: Paperback
This book is not just likeable - it's loveable! As an MBA and someone who runs a small organization, I've read a lot of business books. But this is one of the few that I've thoroughly enjoyed - and will probably re-read because it's such a fun and information-filled book.

The book outlines and explores 11 principles of likeable businesses - and shares great stories that illustrate why each principle is important, how to carry it out, and how other businesses have been successful with it.

What's most likeable about this book is that it practices what it preaches. The authors don't just write about the principles in some abstract way; they illustrate them. The writing in this book reflects several of the principles it discusses: the book is great storytelling, authentic, transparent, passionate, surprising and delightful, and reflective of gratitude.

I highly recommend this book to anyone in any business or non-profit organization.

Disclosure: Dave Kerpen is a friend of mine. But that doesn't mean I had to like the book or write an honest review - and I still did.
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6 of 7 people found the following review helpful By DavidParra on March 5, 2013
Format: Kindle Edition Verified Purchase
I was directed to this book from a posting on Linked In and intrigued by what I read. The book was engaging from the get go and I could not put it down with it until I finished it. The principles described in the book are nothing out of the world nor revolutionary, rather they are common sense principles presented in such a way that makes sense to anyone who has ever interacted with others, either as a business or as a customer. I was able to liken the principles explained in the book to my real life situations and I often found myself pausing from my reading to review my everyday interactions and exchanges. I found the social media section and tips at the end of each chapter and the closing paragraph extremely useful and insightful. I was able to put together a plan of action taking ideas from each section that I have put into my every day life and it is starting to make a difference.

My most remarkeable experience with this book was on the section of responsiveness. At this point the author asks the reader to put him to the test and communicate with him via a social media channel. I did that very thing, I put my book down (really I just switched the app since I was reading the Kindle version) and sent @DaveKerpen a question on twitter. It was simply a little test and to my surprise in a very short time he responded back to my inquire @DavidParra with some good advice. I simply could not believe it. When I mentioned to him that I was impressed with his responsiveness, he simply said #PracticeWhatYouPreach. Since then I have followed @DaveKepren and he has even followed me back and RT a couple of my posts. No doubt, not only the book but the interaction with the author have been a remarkable experience and I highly recommend it to anyone who is looking to becoming more likeable.
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2 of 2 people found the following review helpful By goiako on March 11, 2013
Format: Paperback
I didn't know what to expect from this book and didn't have particularly high expectations. However, this book was a surprisingly fun read. I learned a lot of not just customer service and social media in today's business but about good organizations in general. Highly recommended!
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1 of 1 people found the following review helpful By rachaelk on April 28, 2013
Format: Paperback
I read Likeable Business through 12 books group, which is an online book club that features a new personal development book to read and discuss each month, and it is definitely a book that I can see myself referencing back to often in the future. This material addressed in this book is by no means a new concept, which the author fully acknowledges, however it is presented in a way that significantly makes it easier to grasp and understand why these practices need to be put into place.

Likeable business addresses topics such as; listening, transparency, passion, responsiveness, authenticity, and more interesting topics. The book is full of wonderful examples of how each of these ideal business practices have been put into practice already. I felt like it was a lot easier to relate to what the author was writing with examples and tips of how to actually implement much of this within an organization. While the topics discussed felt like basic skills a manager, employee, or organization would already use, it was easy to see how many had lost the focus of going back to the basics.

This book helped me understand responsiveness and what going the extra mile for a customer can mean for an organization. There were also a lot of examples of organizations that chose not to go the route of applying these skills to their organizations, and unfortunately many of those organizations are no longer in business. The examples of businesses that went the extra mile made me want to jump on Twitter at that moment and let them know that their actions are not going unnoticed. They have me as a customer for life, even if I haven't yet had the pleasure of doing business with them, I will in the future.
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1 of 1 people found the following review helpful By Jary Welker on January 29, 2013
Format: Paperback
What Dave Kerpen has done in this impressive, but incredibly readable, book has been to reduce to the most basic, those elements in today's business world necessary to be not just 'likeable' (or one that can and does endure) but also most positively memorable. With real-time examples of businesses that measure high in 'likeability' (and some that don't) we see first hand how the construct of his "likeable pyramid' fits neatly together. The eleven principles of 'likeability' that make up the pyramid are not "revolutionary" according to the author, but are "quite intuitive" and yet many of us find that we have wander off of the straight and narrow and find ourselves not nearly 'likeable' enough. The great news is that it is almost never too late. While some of the eleven principles may take a bit longer to have a real impact, they can all be implemented today, and many can effect the 'likeability' factor immediately. Especially with the strong influence of social media, a business can monitor much more closely their customer's responses to the good and the not so good and respond more quickly. As a personal example, a local business that I have have frequented since they opened with fanfare and success just a few years ago had recently slipped, in my mind, in their quality and service. Following what Dave had outlined in a number of his examples, I went to their Facebook page and commented, and to my delight, they responded both positively and quickly. Like listening and storytelling, responsiveness and adaptability, passion and gratefulness, these are only a few of the sound and simple principles that are of the bedrock of the most successful and 'likeable' businesses today. I was fortunate to have read this book as part of the 12 Books Club and would highly recommend it. I need to read Dave's first book,'likeable social media' now.
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