In a universe of business books filled with platitudes and MBA jabber, "Make It Glow" shines through like a beacon. The book's author, Tom DeCotiis, is a PhD. who can write in a very direct and effective manner. His observations about the stages of business development, especially the notion of "wobble," ring true. At some level, the book is an expression of his personal philosophy about honorable conduct in business. And there is nothing more honorable - or profitable - than living up to the tenets of your company's brand.
In his new book, "Make it Glow," Dr. Tom DeCotiis has provided a unique and thought-provoking approach to building a company's reputation. Even better, he has done so in an easily digestible and direct manner. Dr. DeCotiis frames his book in terms of what it takes to lead an organization toward a brand that both resonates, and even more importantly, survives. Dr. DeCotiis provides plenty of "real world" examples of just how his ideas about business and organizational leadership have been implemented in many highly successful and well-known organizations. Of particular interest, his book goes on to illuminate just how these ideas have survived the test of time.
Overall, this book is really easy to understand and makes a ton of sense. It provides organizational leaders with many straightforward models that create a veritable "how to" on ways to create an environment where a business can grow, earn customer and employee loyalty, and actually flourish in an ever-changing landscape created by our ever-changing world.
If you believe that the success of your business or enterprise depends on more than the products you offer or the services you provide, this book is for you. It is about creating an experience that resonates with your key stakeholders, the flawless execution of what makes your business "glow," and, last but certainly not least, the people that make all of this happen, day-in and day-out. Not surprisingly, it all starts with leadership.
While there are a number of popular business books out there, only a select few have been written by individuals possessing an intimate understanding of both theory AND application. Tom is certainly one of these select few; I should know, I've been fortunate enough to work for one of his companies for the past seven years.
Tom Decotiis has written one of those books that you need to keep in your office within quick reach. It is a thoughtful and thought-provoking book that challenges you to look at yourself and your company. There are no easy answers and Decotiis makes no statements to the contrary. He proposes a new way of running a business and his logic is compelling.
Being in the business of reputation management and personal branding myself, I've been exposed to vast amounts of research and expert commentary on what companies and individuals can do to build and nurture a great reputation. In Make It Glow, Dr. Tom DeCotiis provides a must-read blue-print on how to go about establishing a brand that can be considered best-in-class. From his guidance on how to craft a meaningful and impactful vision, to his contention that an effective inside-out branding process must include a determination of exactly what a compelling and differentiating experience is for stakeholders, the best way to deliver the experience and an awareness of whether the intentions of the brand leaders match the experiences of the stakeholders, DeCotiis provides the answers that organizations from start-ups to multi-nationals should consult when posing the question of how to build a great and lasting brand that stakeholders can love. Highly recommended!
Harrison Monarth New York Times bestselling author of The Confident Speaker; author of Executive Presence: The Art of Commanding Respect Like a CEO
"Make it Glow" is a C-level must read...or really anyone who wants to make a difference in the world! It is often said: "What takes place behind closed doors, where very few can observed, is a test of one's real character." For the last four years I have been a member of Tom's Leadership Team and I have personally seen Tom in action, "behind close doors." Often I have thought to myself, I wish Tom could put his amazing insights, which he consistently lives day-in-and-day-out, in print for others to embrace. "Make it Glows" is a "How to build an extraordinary enterprise" text book full of practical guidelines for leaders who have the passion to lead by example and the courage to always do the right thing. This is who Tom DeCotiis is and the story he shares in "Make it Glow."
Charisma is that intangible quality that just seems to make some people more likable than others. "Make It Glow: How to Build a Company Reputation for Human Goodness, Flawless Execution, and Being Best in Class" argues that charisma is something that businesses can have as well. Positive public image can be invaluable to any business; the public perception that a business is run by good people who care about others rather than just a stereotypical money grubbing evil corporation can make all the difference. "Make It Glow: How to Build a Company Reputation for Human Goodness, Flawless Execution, and Being Best in Class" is highly recommended to anyone in charge of a business and for community library business collections.
Tom DeCotiis has written the single best guide I've found to what I'd call "the guts" of putting a company - or any other organization - on the right track and keeping it there. In the process, he's taken good, solid concepts like the Balanced Scorecard and the Service-Profit Chain and fitted them into an integrated process that ties them together with the notion of multiple stakeholders and promise-keeping.
Perhaps most importantly, DeCotiis reminds us that creating and sustaining companies that "glow" is - at bottom - a moral enterprise.
As I tell my students at San Diego State, making money is the result of doing other things extremely well.
Tom DeCotiis has given us a road map to those "other things".