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2 of 2 people found the following review helpful
on September 23, 2008
"What the business thinks it produces is not of first importance. What the consumer thinks he is buying, what he considers `value' is decisive." That is a quote from Peter Drucker, a management consultant and self-described "social ecologist." His quote is just one of many interspersed throughout Tom Asacker's latest book, "A Little Less Conversation: Connecting with Consumers in a Noisy World." In addition to the clever quotes and unique "interview style" writing, Asacker's book hits a familiar note for those looking to connect with today's consumers--especially eco-consumers-- as it strives to explain "why customers have tuned out the irrelevant chatter of dispassionate messaging and uninspired employees and how organizations can change to focus on the customers, not their products or services."

Yes, some of the ideas and information may seem basic, but just like the consumer world, the world of business book know-how is often filled with too much noise and clutter and Asacker's book is a fresh reminder of just how important it is for all of us to have business philosophies that look towards the future, not just the near term. According to Asacker, "Customers not only want brands they choose to be reliable and fair, they also want them to look good, be good and do good. They want to save time and money, but they also want to be uniquely acknowledged, involved and engaged. To stay relevant, brands must evolve with customers' evolving concept of value....It requires vision, belief in collaborative innovation, empathy for the customer and a passion for experimentation."

It's a roadmap of sorts--using six chapters to help brands across all categories define their own unique identity and create the "kind of value that customers are happy to choose, talk about and make an integral part of their busy lives." In addition to giving readers an inside look at what consumers want, Asacker takes the marketers hand down the path of implementation toward the real end goal. And, I've never said this about any other business book, but there is a surprise ending. Asacker takes you beyond the book and back to his website for his final nuggets of knowledge (talk about practicing what you preach...).

"A Little Less Conversation" is a good, quick read that gives marketers the opportunity to look at their brand through the eyes of today's consumers and create a message of value that will really resonate.

As a former corporate executive and an accomplished entrepreneur, Asacker is not new to the business book community. He is the author of two previous books, "A Clear Eye for Branding: Straight Talk on Today's Most Powerful Business Concept" and "Sandbox Wisdom: Growing Your Business with the Genius of Childhood" and is a sought-after speaker and presenter.
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2 of 2 people found the following review helpful
on November 24, 2008
Once again, Tom Asacker goes deep with "A Little Less Conversation". Simply stated, a must read for anyone who (1) runs a business, no matter the size, and (2) is charged with promoting a brand (you know who you are). Tom's writing style and storytelling on how to "connect" with customers provides clarity and inspiration resulting in a most unique and entertaining read. In such a fast-pace world of change, it's as if Tom brings to life all of today's marketing and business principles you've known subconsciously but were never able to articulate. If you want to truly find out what your customers want, you probably want to read this book first.
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2 of 2 people found the following review helpful
on December 11, 2008
Standing out means the world in the field of advertising. "A Little Less Conversation: Connecting with Customers in a Noisy World" is an advertising advice manual that advocates standing out is of utmost importance. Asacker discusses from start to launch about creating a brand that the target customer will remember above all other brands, and how to turn that recognition into sales. "A Little Less Conversation" is solid and informative, a strong consideration for advertising professionals.
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2 of 2 people found the following review helpful
on November 3, 2008
Branding is a powerful tool, but many organizations have lost their focus. They are taking actions that have little impact (if any), on their brand and their consumers.

Tom cuts down the distractions and provides a clear focus for your branding efforts: creating VALUE.
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on December 22, 2008
Asacker has an amazing ability to distill complex business marketing and branding concepts into understandable, and more importantly, actionable discussion for all business leaders. In his latest book, "A Little Less Conversation", Asacker dissects the interaction of your brand and your customer, and the dynamic nature of the relationship today, and in the future. This book is a terrific complement to his previous work, "A Clear Eye for Branding". I highly recommend both.
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on November 5, 2008
Tom has once again found the pulse of what is important to the consumer. He has a unique ability to cut through all the noise and lay out solutions for companies in a simple recipe for success. I thought that his book, "Sandbox Wisdom", was one of the best management books I had ever read. That was until I read "A Little Less Conversation". This book will revolutionize the way companies view the marketplace.

Congratulations Tom on what I am sure will be a best seller!
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on January 26, 2009
With "A Little Less Conversation," the thoughtful brand maverick Asacker injects the same revolutionary spirit and humor he delivers in his speaking engagements, achieving the same high takeaway and thought-per-minute ratio. Thanks, Tom, for prompting businesses to probe a little deeper when it comes to defining their marketing premises and promises.
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