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The LUCK Principle: Business Results at the Intersection of People and Profit Paperback – December 3, 2016

4.8 out of 5 stars 17 ratings

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Editorial Reviews


"Business is about people. This book will transform your people strategy. Buy it, apply it, and pass it on to your CMO, CIO and HR Director." - Chris Elmore, Author, The Argument to Automate

"Everything in business and in life starts and ends with people. The LUCK Principle brings this to life through a story that is as inspiring as it is actionable. Whether for business or private life, LUCK is all you need." - Denyse Drummond-Dunn, Author, Winning Customer Centricity

"Simple, memorable, and powerful, The LUCK Principle will help any organization embrace their humanity in ways that improve performance both inside and out. We could all stand to have a little more LUCK in our lives." - Jeff Rohrs, Author, Audience 

About the Author

Geoff Ables is an author, entrepreneur, keynote speaker, and is widely regarded as a thought leader on customer and employee engagement. Geoff's insights have been featured in EuroForum, BusinessWeek, USA Today, The Microsoft CRM Bible, The CRM Project Management Handbook, the Employee Communications Forum, and other venues.

In 2002 he founded C5 Insight, a customer relationship and employee collaboration advisory firm. C5 has twice been named to the Inc. 5000 list of fastest growing companies and has advised hundreds of organizations on CRM, intranet, sales, marketing, customer care, and digital workplace initiatives.

Geoff wrote The LUCK Principle to bring the concepts of successful people-centric workplaces within reach of every person in every organization. His inspiration for many of the stories in the book comes from his experience as both CIO and CMO, his job with Young Life, his love of work, his avid enthusiasm for motorcycles and wine (generally not at the same time), and his family.

Find him online at,, and @c5geoff on twitter.

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Product details

  • Publisher ‏ : ‎ Wilmington Publishing (December 3, 2016)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 150 pages
  • ISBN-10 ‏ : ‎ 099768030X
  • ISBN-13 ‏ : ‎ 978-0997680300
  • Item Weight ‏ : ‎ 6.4 ounces
  • Dimensions ‏ : ‎ 5.5 x 0.34 x 8.5 inches
  • Customer Reviews:
    4.8 out of 5 stars 17 ratings

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Geoff Ables is a speaker, entrepreneur and best selling author that focuses on customer and employee engagement strategies. Now regarded as a thought leader, his insights have been seen and heard in dozens of global venues, including: National Public Radio, BusinessWeek, USA Today and EuroForum.

For more information or to contact Geoff, visit - he loves to hear from readers and always responds!

He founded C5 Insight in 2002. The firm focuses on CRM, intranet, marketing automation, big data and digital workplace projects, and has consulted with hundreds of companies in a broad range of industries. The firm has twice been named to the Inc. 5000 list of fastest growing companies.

Through C5 Insight, Geoff and his team provide business advisory, project implementation, speaking, and training services.

Customer reviews

4.8 out of 5 stars
4.8 out of 5
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Reviewed in the United States 🇺🇸 on December 23, 2016
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Reviewed in the United States 🇺🇸 on September 29, 2017
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5.0 out of 5 stars We finally experienced success after reading this book.
By Amazon Customer on September 29, 2017
For a long time my company was struggling with how to communicate with employees and customers. Periodically wrestling with how to genuinely provide success and satisfaction, while also making sure we were acquiring a secure profit. As a company, we read through "The LUCK Principle" and it zoomed in on exactly that: people + profit and how you can't have one without the other. It walked through specific details on how to create a genuine and joyful loyalty within employees, and how to nurture customers in a way that naturally makes them the "coffee shop regular" at the front door of your brand. Now, with these small paradigm shifts being regularly practiced by our company, we are visually seeing the fruit of it through strengthened company culture, regularly reoccurring customers, and a great profit that indicated great, well-served people.
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Reviewed in the United States 🇺🇸 on December 18, 2016
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4.0 out of 5 stars Four Stars
Reviewed in Canada 🇨🇦 on August 18, 2017