Business

Brief Summary What separates effective communicators from truly successful persuaders? Using the same combination of rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to capitalize on the essential window of time before you deliver an important message. This "privileged moment for change” prepares people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change "minds” a pre-suader must also change "states of mind.” His first solo work in over thirty years, Cialdini’s Pre-Suasiondraws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action. From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini draws on an array of studies and narratives to outline the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, "Yes.” " ISBN:9781501109799 Author:Robert Cialdini

Brief Summary According to The New York Times, Noam Chomsky is "arguably the most important intellectual alive.” But he isn’t easy to read . . . or at least he wasn’t until these books came along. Made up of intensively edited speeches and interviews, they offer something not found anywhere else: pure Chomsky, with every dazzling idea and penetrating insight intact, delivered in clear, accessible, reader-friendly prose. Published as four short books in the famous Real Story series—What Uncle Sam Really Wants; The Prosperous Few and the Restless Many; Secrets, Lies and Democracy; and The Common Good—they’ve collectively sold almost 600,000 copies. And they continue to sell year after year after year because Chomsky’s ideas become, if anything, more relevant as time goes by. For example, twenty years ago he pointed out that "in 1970, about 90% of international capital was used for trade and long-term investment—more or less productive things—and 10% for speculation. By 1990, those figures had reversed.” As we know, speculation continued to increase exponentially. We’re paying the price now for not heeding him them. ISBN:9781593764272 Author:Noam Chomsky

Brief Summary A timely, counterintuitive defense of Wall Street and the big banks as the invisible--albeit flawed--engines that power our ideas, and should be made to work better for all of us Maybe you think the banks should be broken up and the bankers should be held accountable for the financial crisis in 2008. Maybe you hate the greed of Wall Street but know that it's important to the proper functioning of the world economy. Maybe you don't really understand Wall Street, and phrases such as "credit default swap" make your eyes glaze over. Maybe you are utterly confused by the fact that after attacking Wall Street mercilessly during his campaign, Donald Trump has surrounded himself with Wall Street veterans. But if you like your smart phone or your widescreen TV, your car or your morning bacon, your pension or your 401(k), then--whether you know it or not--you are a fan of Wall Street. William D. Cohan is no knee-jerk advocate for Wall Street and the big banks. He's one of America's most respected financial journalists and the progressive bestselling author of House of Cards. He has long been critical of the bad behavior that plagued much of Wall Street in the years leading up to the 2008 financial crisis, and because he spent seventeen years as an investment banker on Wall Street, he is an expert on its inner workings as well. But in recent years he's become alarmed by the cheap shots and ceaseless vitriol directed at Wall Street's bankers, traders, and executives--the people whose job it is to provide capital to those who need it, the grease that keeps our economy humming. In this brisk, no-nonsense narrative, Cohan reminds us of the goodthese institutions do--and the dire consequences for us all if the essential role they play in making our lives better is carelessly curtailed. ISBN:9780399590696 Author:William D. Cohan

Brief Summary Perennial Seller: The Art of Making and Marketing Work That Lasts Bestselling author and marketing strategist Ryan Holiday reveals to creative of all stripes--authors, entrepreneurs, musicians, filmmakers, fine artists--how a classic work is made and marketed. In Hollywood, a movie is given a single weekend to succeed before being written off. In Silicon Valley, a startup is a failure if it doesn't go viral or rake in venture capital from the start. In publishing, a book that took years to write is given less than three months to sink or swim. These brutally shortsighted attitudes have choked the world with instructions for engineering a flash-in-the-pan and littered the media landscape with fads and flops. Meanwhile, the greats, the stalwarts, the household names, are those who focus on a singularly different, possibly heretical, idea: that their work can and should last. For instance, Zildjian has been one of the premier makers of cymbals since its founding in 1623--and shows no signs of quitting. Iron Maiden has filled stadiums for forty years, moving some 85 million albums without the help of radio or television. Robert Greene's first book, The 48 Laws of Power, didn't hit the bestseller lists until over a decade after it was first released, and since then has sold more than 1 million copies worldwide. These works Ryan Holiday calls Perennial Sellers. They exist in every creative industry--timeless, dependable resources and unsung moneymakers, paying like blue chip annuities. Like gold or land, they increase in value over time, outlasting and outreaching any competition. And they're not flukes or lucky breaks--they were built to last from the outset. Holiday shows readers how to make and market their own classic work. Featuring interviews with some of the world's greatest creative, and grounded in a deep study of the classics in every genre, this exciting new book empowers readers with a foundational set of innovative principles. Whether you have a book or a business, a song or the next great screenplay, this book reveals the recipe for perennial success. ISBN:9780143109013 Author:Ryan Holiday