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Small Data: The Tiny Clues That Uncover Huge Trends Paperback – February 14, 2017
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*Named one of the "Most Important Books of 2016" by Inc.*
*A Forbes 2016 "Must Read Business Book"*
*Named a "Book Retailers Should Read in 2016" by Shelf Awareness*
"Lindstrom's uncanny ability to detect and decipher seemingly unrelated clues will inspire reporters and detectives as well as companies looking for ways to develop new products and ideas." ―Kirkus
"In today’s business environment, Big Data inspires religious levels of devotion and Martin Lindstrom is an atheist. … In sum, Big Data has problems and Martin is successful at showing how Small Data is essential to overcoming them." ―from the foreword by Chip Heath
"Martin Lindstrom channels cutting-edge forensics to reveal the dichotomy between data and wisdom. If you love 'Bones' and 'CSI,' this book is your kind of candy." ―Paco Underhill, author, Why We Buy
“Martin’s best book to date. A personal, intuitive, powerful way to look at making an impact with your work.” ―Seth Godin, author, Purple Cow
"Although the data explored in this book may be small, their implications for human behavior are considerable, making them invaluable for anyone wishing to better understand the factors that spur purchase decisions." ―Robert Cialdini, author of Influence
“Interesting reflections about enduring human difference in an increasingly homogenised world.”--Andrew Hill, The Financial Times
About the Author
Martin Lindstrom is a foremost consultant to a who's who of leading companies. He is the author of the international bestseller, Buyology, and five other books on branding and consumer behavior. In 2009, Time Magazine recognized him as among the top 100 Most Influential People in The World, and this year, an independent study among 30,000 marketers named him the world's number #1 brand building expert.
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The book was fascinating because this man is a professional people watcher, who understands people better than an anthropologist. Yeah, I’ve read some anthropology in my time, it’s kind of funny they think they are detached observers as they develop their theses, and write their books. Sometimes they have a thing or two to say worthwhile. Martin Lindstrom is different. He’s a man on a mission, he doesn’t even want to be a detached observer. He feeds off of these people, as he peers into the dark recesses of their souls. And his hypothesis are falsifiable, at least to some extent. He knows he is right when his insight has helped a company sell you a bill of goods.
As a pastor, that was a bit of the disturbing factor that kept me glued to the book. It is about selling people stuff, in a manner of speaking it’s about figuring out what a person covets, and then selling it to them. Martin finds the insecurities that drive people, looks at how they cope with these insecurities, he looks at how people view themselves, the imbalances they have as individuals and cultures, their vulnerabilities, but also their strengths and joys. In doing so he offers insight into your own soul, which is the scariest place in the habitation of any person. The book made me examine myself, even as reading the book I could see Martin examining himself from time to time in the same way. The insights were not always pretty. Yet the process I found to be cathartic. The book is about a lot more than marketing from that perspective. A person expects a marketer like Martin to then show how a person can play on and exploit people with this knowledge, yet that really isn’t Martins shtick. Reading the book, I got the notion that he actually, truly loves the people he is working with and for. It’s that that drives him far more than the money. It’s that aspect of the book that makes it so intriguing. Yes, he will use it to deliver a product you pay for, but he wants that product to deliver what it was you were looking for.
As a pastor, his insights into the diminishing role of religion, and consequently the increasing role of superstition, as well as consumerism were both helpful and heartbreaking. But then that’s the way truth works. It does make me wonder also to what extent the increasing use of consumerist models to increase church growth both exacerbate that problem, and help to alleviate it for the people the church serves, and desires to serve.
I think any civic minded person will find this book to be a valuable read. Pastors, business men, local politicians, and social workers, really anybody that has an interest in people and would like to better understand the people they are trying to serve will find this book to be and unexpected but joyful read.