If you haven't been living under a rock, you'll have noticed that society is rapidly changing around us. That means that the traditional ways in which companies engage their customers has become challenged. The rise of the ego-system is upon us, trust has become the ultimate currency, and context is king.
Paul Greenberg has a well earned reputation. His signture work, "CRM at the Speed of Light" is in its 4th edition, published in 8 languages and been called "the bible of the CRM industry". It is used by more than 70 universities around the world as a primary text. So it must be almost scary to place all that street cred on the line, and go again, but he did. And yet again - he's delivered.
The Common Wealth of Self Interest (CoSI) is a masterpiece, and I don't say that lightly. Through a combination of research, case studies, his own insights and guest thought leaders, Paul takes readers on a journey of discovery into the needs of todays' consumer. Then, he unpacks the frameworks, tools, and technologies to make any brand successful. He is a master story teller, and his dry humor is never far away. Every business leader, every marketer, and every student of either domain, should read this book.