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Fascinate: Your 7 Triggers to Persuasion and Captivation
Fascinate: Your 7 Triggers to Persuasion and Captivation
by Sally Hogshead
Edition: Hardcover
Price: $18.94
89 used & new from $7.50

5.0 out of 5 stars Fascinating!, March 17, 2015
This is by no means an ordinary marketing book. I do agree with many reviewers that the concept of the 7 triggers, including Lust, Mystique, Alarm, Prestige, Power, Vice and Trust is nothing new. However, I am obliged to praise the author for his superb writing skill and unique insights that I, a real bookworm, still got fascinated. In short, a must read for any marketeer! Highly recommended!

p.s. Below please find some favorite passages of mine for your reference.
Fascination is a visceral and primal decision making process, one that's largely involuntary. Fisher says that our brains are literally "built to fall in love" because it's in our evolutionary best interest not to think clearly during the two year time period it takes to meet, court, and produce a child, or else we might come to our senses and avoid the inconvenience of child rearing altogether. Tallis agrees, proposing that evolution has hardwired us for psychopathological romantic obsessions that last "just long enough to ensure the survival of genes from one generation to the next." Pg7
Anthropomorphization - ascribing human characteristics to nonhuman things - is a common way to create bonds. The more something resembles a human face, the more emotional attachment we feel for it. Pg22
From an anthropological perspective, you're not smiling in order to look friendly. In the phone call, you're using your smile for its original, intended purpose: to sound friendly. Pg30
The Gold Hallmarks of a Fascinating Message:-
- Provokes strong and immediate emotional reactions
- Create advocates
- Becomes "Cultural Shorthand" for a specific set of actions or values
- Incites conversation
- Force competitors to realign around it
- Triggers social revolutions
Do you lead? Only if you are able to fascinate others to follow you and your vision. Because, as Peter Drucker said, "The only definition of a leader is someone who has followers." Pg59
As a motivator, desire is more powerful than fulfillment. Pg81
The Journal of Consumer Research reports that the image of a woman in a bikini will not only increase a man's sexual stimulation, but will also increase his likelihood of indulgent decision making. The authors continue, "It seems that sexual appetite causes a greater urgency to consume anything rewarding. Merely holding a lacy bra made the men more likely to seek immediate rewards such as an indulgent dessert, or spending a greater amount of money. The appetites appear to become intertwined in the brain. As the brain opens to possibilities, the wallet opens as well. Pg82
Eye catching enough to get noticed, yet complex enough to stay interesting. Revealing enough to pique curiosity, yet shadowy enough to prompt questions. Mystique flirts with us, provoking our imagination, hinting at the possibilities, inviting us to move closer while eluding our grasp. It doles out information, without ever actually giving anything away. Like the lust trigger, this trigger is rooted in unfulfillment. The magic trick ends if you find out how the white rabbit appears from the black hat. Pg87
Teenage drivers aren't as alarmed by the graphic threat of drunk driving, thanks to an adolescent sense of immortality.....The headline reads: "If the thought of losing your life doesn't keep you from drinking and driving, imagine losing your license." In the photo, the boy is being chauffeured to prom....by Mommy. Pg101
Just as they paid absurd prices for tulips 375 years ago, today people pay absurd prices for logos. Prestige emblems can cost a few billion dollars, but usually have little or no intrinsic value.....Emblems fulfill a deep, intrinsic need because they say something about us. Maslow calls this esteem: the need to feel important, respected, and recognized as an achiever.....As a brand, the care is less of a "car", and more a statement of membership in an elite. Pg121
People will stare. Make it worth their while. RSVP your regrets to the ordinary. Watch the women watching the men watching you. - Harry Winston ad. Pg127
People inherently compete within their peer group. Every product has the potential to become a prestige emblem. If that emblem sets a new standard, people work harder to achieve it. The value of that emblem isn't about the utility, so the cost of the item often doesn't matter, but rather, the signal of achievement it sends to others....Within your company, in the office, the same principle applies. If a manager can create an environment in which people compare themselves to one another, they often naturally seek to achieve just slightly more than those around them. Pg128
When people are no longer in charge of basic of basic elements of a situation (such as where they sit, or when they go to the restroom), they must give over some degree of control that they normally use to define their independence, and thus themselves. Many researchers have proven that once people have agreed to let go of small details, they become more willing to submit to the more significant changes. By gradually releasing self-control, they open themselves up to more significant changes, and to the leader. The leader's message sinks in far more deeply, "destabilizing" an individual, and shedding his natural resistance. This destabilization, according to experts, makes people more open to new interpretations. It's how brainwashing works, how boot camp works, and to a greater or lesser degree, it's how most immersive learning works. Often, immersive learning begins small, with seemingly insignificant details of environment. Pg144
Vice includes everything you want to do, and know you shouldn't do, but still just might do. Pg151
Ask yourself:
Do you represent such a distinct point of view that you can stand as a symbol for certain values?
What's the one essential quality without which your brand would not survive?
How do customers use your product or message to tell the world about themselves and their point of view?
What opportunities do you create for people to connect with one another?
How can you set your competitors on the defensive?
How can your message capitalize on emerging changes?
What groups, communities, and tribes could your message excite and activate, so that they champion your message as part of their own?


You Are Not So Smart: Why You Have Too Many Friends on Facebook, Why Your Memory Is Mostly Fiction, an d 46 Other Ways You're Deluding Yourself
You Are Not So Smart: Why You Have Too Many Friends on Facebook, Why Your Memory Is Mostly Fiction, an d 46 Other Ways You're Deluding Yourself
by David McRaney
Edition: Paperback
Price: $10.22
116 used & new from $1.99

4.0 out of 5 stars A concise and interesting book on 48 theories/concepts in the discipline of behavioural science, March 13, 2015
I read quite a lot of book about behavioural science to sharpen my investment/trading edge. So, the theories/concepts in it are by no means new to me. Yet, I find it readable and helpful, thanks to the author's good writing and organizing skills. I wonder whether reading this book will make you smarter, coz we humans are prone to make irrational mistakes. IMHO, however, reading it is a relatively smart choice. In short, recommended!

p.s. Below please find my most favorite chapters/concepts in this book for your reference.
You are unaware of the constant nudging you receive from ideas formed in your unconscious mind. (Priming) Ch1
You are far more likely to believe something is commonplace if you can find just one example of it, and you are far less likely to believe in something you've never seen or heard of before. (Availability Heuristic) Ch9
You depend on emotions to tell you if something is good or bad, greatly overestimate rewards, and tend to stick to you first impressions. (Affect Heuristics) Ch25
You excuse your failure and see yourself as more successful, more intelligent, and more skilled than you are. (Self-Serving Bias) Ch28
People devote little attention to you unless prompted to. (Spotlight Effect) Ch29
Everyone believes the people they disagree with are gullible, and everyone thinks they are far less susceptible to persuasion than they truly are. (Third Person Effect) Ch30
Venting (anger) increase aggressive behavior over time. (Catharsis) Ch31
It takes little more than an authority figure or social pressure to get you to obey, because conformity is a survival instinct. (Conformity) Ch33
Any time you quit something cold turkey, your brain will make a last ditch effort to return you to your habit. (Extinction Burst) Ch34
Your first perception lingers in your mind, affecting later perceptions and decisions. (Anchoring Effect) Ch39
Unless you consciously keep tabs on your progress, you assume the way you feel now is the way you have always felt. (Consistency Bias) Ch44
You jump to conclusions based on how representative a person seems to be of a preconceived character type. (Representativeness Heuristic) Ch45
Other people's behavior is more the result of the situation than their disposition. (Fundamental Attribution Error) Ch48


HELP!: How to Become Slightly Happier and Get a Bit More Done
HELP!: How to Become Slightly Happier and Get a Bit More Done
Price: $8.99

5.0 out of 5 stars A great read! Even for heavy weight self help book lovers, March 11, 2015
I had read a lot of self help books. Normally it takes me less than three days to finish one. Surprisingly, I had spent nearly two weeks on this, not for my lack of time, but my determination to devour the juicy writing and knowledge in nearly every page of it. Succinct, fascinating and insightful! Highly recommended!

p.s. Below please find some favorite passages of mine for your reference.
Begin taking action now, while being neurotic or imperfect or a procrastinator or unhealthy or lazy or any other label by which you inaccurately describe yourself. Go ahead and be the best imperfect person you can be, and get started on those things you want to accomplish before you die. - Shoma Morita pg14
We're better in connection than in isolation. This works with worry, as with any area of life. If you're in a big room, alone in the dark, you feel frightened. If you're with someone else, you laugh. Pg34
Cultivate your capacity to pay attention - to not let life go by in a distracted blur - and time expands.....The mental faculties ..... do not tire like an arm or a leg. All they want is change - not rest, except in sleep. Pg44
Take a few deep breaths and notice your mood. Then pull your lips into an exaggerated smile and hold it for three or four seconds. You should notice an elevation in your mood. Pg51
We're assailed by lifestyle suggestions promising stress reduction: blissful holidays, say, or downshifting to the country. But if you're using them to avoid things that trigger your negative responses, mightn't it be wiser to work on your responses instead? Pg52
Survivors are those who think they have some control over external circumstances, and who see how even a negative experience might lead to growth. Overconfident people, who overestimate their powers, do particularly well. Pg53
If you're worried that your boss is displeased with your work, that your child...., or your so called friends are sneering at you behind your back, be reassured. It's not that these people are thinking wonderful thoughts about you - they're just not think about you at all. (Partly, no doubt, because they're too busy worrying about what others are thinking about them.) pg83
He that has done you a kindness will be more ready to do you another, than he whom you yourself have obliged. The Ben Franklin Effect works because we hate cognitive dissonance. pg85
Stand out from the crowd, but not too much. Pg88
A less well known but equally spot on dictum, also outlined in his book Parkinson's Law, is the Law of Triviality, which he illustrates with an imaginary tale in which a firm's executives meet to discuss two new projects: an atomic reactor and a company bike shed. The reactor is complex and bewilderingly expensive, and non -experts risk embarrassment if they speak up, so it gets approved in two and a half minutes. But everyone knows about bikes and bike sheds, and everyone has an opinion. The bike shed, Parkinson writes, will be debated for an hour and a quarter, then deferred for decision to the next meeting, pending the gathering of more information. Pg98-9
I've spent many hours procrastinating by reading books and websites on combating procrastination - with the handy side effect that I can summarize here what I reckon are the only three genuinely useful pieces of advice they contain: 1. Motivation follows action 2. Resistance is a signpost (that it's meaningful) 3. Schedule leisure, not work pg116
Time passes more slowly when we have to absorb more information. That would explain why it seems to take longer to get to a new destination than to return from it, and why a holiday seems longer than a week in the office. One obvious solution, therefore, is to seek newness, to break your routines. People who go on adventurous trips report longer seeming holidays than those who choose the regularity and inactivity of a week on a beach. Hang on, though: isn't time meant to fly when you're enjoying yourself? Yes, but there's a confusion here, between the perception of time as we recall it in memory versus the experience of the moment itself. We don't usually want the hours to feel as if they're passing slowly; that's boredom. Pg147
If you're eating burgers and ice cream to feel comforted, relaxed and happy, trying to replace them with broccoli and carrot juice is like dealing with a leaky bathroom tap by repainting the kitchen. What's required isn't a better diet, but an alternative way to feel comforted and relaxed. The chains of habit are too weak to be felt until they are too strong to be broken. Pg176
10-10-10 method for taking decisions: when faced with any dilemma, ask yourself: what will the consequences be in ten minutes, ten months and ten years? - Suzy Welch pg188


Contemporary Brand Management
Contemporary Brand Management
by Johny K. Johansson
Edition: Paperback
Price: $61.75
48 used & new from $45.49

2.0 out of 5 stars Disappointed, March 4, 2015
I dont know what the target market the authors intended for this book. It's boring, superficial and scarce of insightful case studies, which are characteristic of textbooks in the old days. However, its deficient theoretical framework would deter professors from adopting it for their courses. In short, not recommended!


Contagious Selling: How to Turn a Connection into a Relationship that Lasts a Lifetime
Contagious Selling: How to Turn a Connection into a Relationship that Lasts a Lifetime
by David Rich
Edition: Paperback
Price: $16.00
41 used & new from $2.52

4.0 out of 5 stars Outstanding!, March 3, 2015
Quoting from page ix, "That's what this book is about: captivating customers and then cultivating them into genuine relationships through the power of being contagious. The dynamics of romance aren't just for lovers; they're for any relationship that needs to grow to succeed. But even being contagious can wear off if you don't continue to grow the relationship......Selling is not a game. It's just the beginning of a business relationship."

IMHO, the author had elaborated the above well with superb writing and organizing skills. I had read many books of the same genre but I still got some new insights from this. In short, recommended!

p.s. Below please find some favorite passages of mine for your reference.
Anyone who has ever dated another person is a salesperson. Anyone who has ever made a new friend is a salesperson. Anyone who has ever convinced another to see a particular movie or go to a certain restaurant is a salesperson. Getting married is the ultimate sale, and children are natural born salespeople. Pgix
The only way to be successful selling is to be so contagious that others want to do business with you! With that said, the first step in being contagious is to stop looking at customers as customers and begin looking at them as people. Pg13
Confidence is the quiet assurance that one believes in who he or she is and feel comfortable in his or her own skin. It is manifested by a look in people's eyes, a bounce in their step, or tone in their voice. Confidence doesn't mean that people always have all the answer or that they never second guess themselves. It simply means they believe in themselves and in what they are doing. Confidence is contagious because it is a rare commodity. Pg19
Not all readers are leaders, but all leaders are readers. - Harry Truman pg21
Customers buy you and your conviction first, your product or service second. There is nothing more contagious than people who love what they do and feel a true sense of purpose for doing it. Pg24
Average salespeople get excited after they've made a sale. Great sales people get excited first. Pg36
No one likes to be rejected, yet it is an inevitable and unavoidable part of professional selling. Pg36
Whenever I would get turned down, upon immediately returning to the private confines of my car, I would shout out at the top of my lungs: "NEXT!" ......."NEXT!" became my daily mantra, and it helped me through many difficult days. Pg37
The following three simple power statements are prime ways to exhibit humility and build stronger partnerships. 1. I don't know. 2. You may be right. 3. What do you think? Pg68
Listening is not an exercise in hearing; it is an act of caring. In fact, you listen as much with your eyes as you do with your ears. Ears catch the words, but your eyes show your interest. Pg89
If you are not willing to take care of your customer, someone else will. Pg145
The 5 Be Strategies: 1. Be friends 2. Be an expert 3. Be loyal 4. Be willing to go the extra mile 5. Be there pg147

And specifically, I would like to praise the author for teaching salespersons to step into the shoes of buyers with his "Ten tips to a better price" on pg120
1. Pay attention to the salesperson's eyes
2. Create multiple buying influences
3. Avoid meeting a salesperson face to face whenever possible
4. Take charge by asking questions
5. Downplay your needs
6. Ask about price right up front
7. Flinch
8. Use the word Budget
9. Put off a decision as long as possible
10. Play off your competition


The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results
The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results
by Gary Keller
Edition: Hardcover
Price: $14.05
109 used & new from $10.93

2 of 2 people found the following review helpful
5.0 out of 5 stars Well written! Captivating! Very helpful indeed!, March 1, 2015
Indeed, my review title said it all. The passages devoted to "The six lies between you and success which includes: 1. Everything matters equally. 2. Multitasking 3. A disciplined life 4. Willpower is always on will-call 5. A balanced life 6. Big is bad" are superb! For those who need a great self help book that provides a compass and some tools to navigate through the ups and downs of life, this is a must read! Highly recommended!

p.s. Below please find some favorite passages of mine for your reference.
If you chase two rabbits, you will not catch either one. - Russian Proverb
What's the ONE Thing you can do this week such that by doing it everything else would be easier or unnecessary? Pg9
Where I'd had huge success, I had narrowed my concentration to one thing, and where my success varied, my focus had too. Pg9
A single domino is capable of bringing down another domino that is actually 50% larger....1st domino is just two inches tall....57th is almost the distance to the moon....Find the lead domino, and whack away at it until it falls. Pg13-5
It is those who concentrate on but one thing at a time who advance in this world. - Og Mandino pg17
No one succeeds alone. No one. Pg20
You must be single minded. Drive for the one thing on which you have decided. - General George Patton pg21
It aint what you don't know that gets you into trouble. It's what you know for sure that just aint so - Mark Twain pg28
Achievers always work from a clear sense of priority. Pg35
Success is actually a short race - a sprint fueled by discipline just long enough for habit to kick in and take over. Pg55
Those with the right habits seem to do better than others. They're doing the most important thing regularly and, as a result, everything else is easier. Pg59
We are kept from our goal, not by obstacles but by a clear path to a lesser goal. - Robert Brault pg84
What you build today will either empower or restrict your tomorrow. Pg89
The Focusing Question is a big picture map (What's my ONE Thing?) and small focus compass (What's my ONE Thing right now?). pg107
People do not decide their futures, they decide their habits and their habits decide their futures. - F.M. Alexander pg119
Great business are built one productive person at a time. And not surprisingly, the most productive people receive the greatest rewards from their businesses. Connecting purpose, priority, and productivity determines how high above the rest successful individuals and profitable businesses rise. Understanding this is at the core of producing extraordinary results. Pg134
Planning is bringing the future into the present so that you can do something about it now. - Alan Lakein pg146
Productivity isn't about being a workhorse, keeping busy or burning the midnight oil. ...it's more about priorities, planning and fiercely protecting your time. - Margarita Tartakovsky pg156
When you say yes to something, it's imperative that you understand what you're saying no to. Pg192
I don't know the key to success, but the key to failure is trying to please everybody. Pg195
The art of being wise is the art of knowing what to overlook. - William James pg198
No one succeeds alone and no one fails alone. Pay attention to the other around you. Pg204
Surround yourself only with people who are going to lift you higher. - Oprah Winfrey pg205
To get through the hardest journey we need take only one step at a time, but we must keep on stepping. - Chinese Proverb pg208
Twenty years from now you will be more disappointed by the things that you didn't do than by the ones you did do. So throw off the bowlines. Sail away from the safe harbor. Catch the trade winds in your sails. Explore. Dream. Discover. - Mark Twain pg212


Create Your Future the Peter Drucker Way: Developing and Applying a Forward-Focused Mindset
Create Your Future the Peter Drucker Way: Developing and Applying a Forward-Focused Mindset
by Bruce Rosenstein
Edition: Hardcover
Price: $19.85
81 used & new from $2.14

2.0 out of 5 stars The least interesting and helpful book wrt Peter Drucker I had read so far, February 27, 2015
The thoughts, teachings and the maestro himself are fascinating. With such great material, all pertinent works I read of Drucker had been interesing and helpful. I am both surprised and sorry to find this book as an exception. IMHO, the author had overstretched a theme or two that seriously weakens the effectiveness of the guru's ideas which serve best with a holistic approach. In short, not recommended!

p.s. Below please find the few sayings of Drucker which happen to be the brightest spots in the book.
Recording time, managing time, consolidating time is the foundation of executive effectiveness.
Innovating organisations spedn neither time nor resources on defending yesterday.
What do we havfe to do today to be ready for an uncertain tomorrow?
To make the future happen requires work rather than genius.
Information is data endowed with relevance and purpose.


Own Your Future: How to Think Like an Entrepreneur and Thrive in an Unpredictable Economy
Own Your Future: How to Think Like an Entrepreneur and Thrive in an Unpredictable Economy
by Paul B. Brown
Edition: Hardcover
Price: $18.92
51 used & new from $5.99

2.0 out of 5 stars Repetitive and not insightful, February 26, 2015
The authors had spent far too many pages to convince readers that one needs to possess the entrepreneurial mindset to survive this increasingly uncertain world. IMHO, the whole book can be summarized by the following two passages.

The formula for success (if there is one) is figuring out what you truly want to do. Then, once you know,: Act. Learn. Then Build (of what you find). And then Repeat (the process). Pg6
Instead of searching for the perfect job, why not create it? Pg39

For those who want to learn from the enterpreneurs, "Good Idea. Now What: How to Move Ideas to Execution" by Charles T. Lee and "Little Bets: How Breakthrough Ideas Emerge from Small Discoveries" by Peter Sims are far better alternatives.


Maverick Trading: PROVEN STRATEGIES FOR GENERATING GREATER PROFITS FROM THE AWARD-WINNING TEAM AT MAVERICK TRADING
Maverick Trading: PROVEN STRATEGIES FOR GENERATING GREATER PROFITS FROM THE AWARD-WINNING TEAM AT MAVERICK TRADING
by Darren Fischer
Edition: Hardcover
Price: $29.57
51 used & new from $9.29

0 of 1 people found the following review helpful
3.0 out of 5 stars Helpful or not, depends! Not an easy read for novices, and with heavy emphasis on chart patterns and options, February 20, 2015
If it were not for the eleven very positive reviews before this, I would not have picked it up, finished it with increasing reluctance, came back, read those reviews again to see why my understanding and perception of it can be so different from others, and am now writing this review.

IMHO, this book is far more complicated than what the authors pitched. I guess they had tried so hard to condense the essence of their two month training programs into 276 content pages. The writing is good. Some ideas are insightful. Yet, I can hardly agree that this can be a good introduction for rogues or a bible for veterans. For those who aspire to make trading their profession with heavy use of options like the authors do, please read "Trading for a living by Alexander Elder", "Think like an option trader by Michael Benklifa" and "High probability trading by Marcel Link" rather than this.


Thinkers 50 Strategy: The Art and Science of Strategy Creation and Execution
Thinkers 50 Strategy: The Art and Science of Strategy Creation and Execution
by Stuart Crainer
Edition: Paperback
Price: $16.27
81 used & new from $2.39

3.0 out of 5 stars A short yet easy introduction for those who had not read any "Strategy" or "Strategic Management" book before, February 5, 2015
Indeed, my review title said it all. For those who really want to harness the power of "Strategy" or "Strategic Managment" rather than to learn a few jargons, please consider
"Good Strategy Bad Strategy: The Difference and Why It Matters by Rumelt" and "The Art of Strategy: A Game Theorist's Guide to Success in Business and Life by Dixit and Nalebuff", they are much better choices.


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