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Are you pondering personal goals for 2020? Then you’ve come to the right place. 


We’ve gathered a stellar collection of books targeting a wide range of New Year’s resolutions. From fitness and finance to political activism, the volumes featured here are loaded with inspiring ideas for improving your life and the lives of those around you.

Remember: Progress is a process. Any step you take toward achieving your objectives—no matter how small—deserves to be celebrated.

If your resolution is to take better care of yourself

The new year is a time to take stock of both body and mind. If you have visions of getting in shape, spending fewer hours online or simply developing a more upbeat attitude, Dr. Jennifer Ashton’s The Self-Care Solution: A Year of Becoming Happier, Healthier, and Fitter—One Month at a Time can help you move from dreaming to doing. 

In this warm, welcoming book, Ashton—a nutritionist who is the chief medical correspondent for ABC News—suggests self-care strategies for every month of the year, with recommendations for firing up your cardio routine (April), eating more veggies (May), cutting out sugar (September) and sleeping better (November). Ashton herself completed this yearlong plan, and she breaks down each month into weekly chunks with directives that will guide you toward your goals. Trying out a new technique each month, Ashton says, can bring about permanent, positive change. So get out your calendar and get cracking. The Self-Care Solution will support you every step of the way.

If your resolution is to speak your truth

In an era when “fake news” is all too real, and shiny social-media facades conceal less-than-perfect lives, honesty—once a bedrock value—seems to have lost its gravitas. How did this happen, and how can we be more forthright and fearless in our daily lives? Award-winning journalist Judi Ketteler explores these questions in Would I Lie to You? The Amazing Power of Being Honest in a World That Lies.

Throughout the book, Ketteler probes the meaning of honesty in contemporary culture and assesses the ways in which the concept shapes our morals and beliefs, our in-person and virtual relationships, and our experiences at home and on the job. Along the way, she weaves in intriguing behavioral science data. She also provides guidance through 11 “honesty principles” that address social and family interactions. If confidence issues or personal disappointments are keeping you from living an authentic life, pick up Ketteler’s book for wise counsel on managing those obstacles, and move into 2020 with a bold new attitude.

If your resolution is to cultivate more justice

Readers looking to combat inequality in our society will connect with Ibram X. Kendi’s How to Be an Antiracist. In this thought-provoking volume, Kendi, a National Book Award-winning author and scholar, explores antiracism, a concept that runs counter to the attitudes that have caused America’s social fabric to fray. “An antiracist idea,” he writes, “is any idea that suggests the racial groups are equals in all their apparent differences—that there is nothing right or wrong with any racial group.”

Blending history, sociology and autobiography, Kendi investigates the ways in which discriminatory perspectives both subtle and overt influence how we experience other genders and races and shape our notions of physical beauty. He also opens up about the evolution of his own prejudiced perceptions. Recognizing racist prompts and shifting our mindset, Kendi says, can lead to progress. His powerful narrative proves that, for those willing to put in the work, bridging differences in today’s world can be done. Here’s to a hope-filled 2020.

If your resolution is to become more financially literate

If you want to get savvy about savings but don’t know the difference between a 401(k) and an IRA, you should check out Tina Hay’s Napkin Finance: Build Your Wealth in 30 Seconds or Less. After graduating from Harvard Business School, Hay formed Napkin Finance, a multimedia company that arms consumers with financial information via easy-to-understand diagrams and terminology.

The company’s accessible approach is reflected in this entertaining book. In short chapters filled with nifty infographics, Hay demystifies subjects like investing, budgeting, building credit and preparing for retirement. Writing in a frank, friendly style, she presents practical advice about money matters, and she makes sure her audience gets the gist through quizzes and key takeaway sections. Hay also clarifies head-scratching topics like cryptocurrency and blockchain. Her appealing M.O. makes financial planning seem feasible and (dare I say it?) fun. Now’s the time to get smart and start saving, and this book will put you on the right track.

Remember: Progress is a process. Any step you take toward achieving your objectives—no matter how small—deserves to be celebrated.

If your resolution is to participate more in our democracy

2020 promises to be a watershed year on the American political front. Reform-minded readers who want to do more than cast a vote will find essential information in Eitan Hersh’s Politics Is for Power: How to Move Beyond Political Hobbyism, Take Action, and Make Real Change. Hersh, a political science scholar specializing in voting rights and the electoral process, brings unique expertise to this important book.

Most of us engage in what Hersh calls “political hobbyism” by checking the news online, listening to podcasts and perhaps expressing our opinions via social media. Through galvanizing stories of everyday folks whose participation in civic matters have had a marked impact, Hersh urges readers to put an end to the political dabbling, step up and get involved—by establishing local political groups, bonding with neighbors and building solidarity at the community level. His book is a fascinating mix of history, statistics, social science, storytelling and personal insight. Making the shift from political bystander to change-maker is easier than you think, and Hersh’s book can help you do it.

If your resolution is to be a better listener and to exercise more empathy

Given the disparate distractions of modern life—career demands, family matters and social media all desperately vying for our attention—focusing on what’s right in front of us can be tough. Journalist Kate Murphy delivers tips on how to stop getting sidetracked and start being present in You’re Not Listening: What You’re Missing and Why It Matters. While researching the book, Murphy interviewed people around the world about the topic of listening; it proved to be a sensitive subject. Many interviewees admitted that they felt no one in their lives really—really—heard what they had to say and confessed to being inadequate listeners themselves.

In a narrative that’s lively and fact-packed, Murphy recounts personal anecdotes (as a journalist, she earns a living by listening), talks with other professional listeners (including a CIA agent and the production team behind NPR’s “Fresh Air”) and shares input from psychologists and sociologists. “Done well and with deliberation, listening can transform your understanding of the people and the world around you,” Murphy writes. She gives sound advice in this timely book. So listen up!

If your resolution is to spend less time worrying and more time living

Taking action to combat anxiety requires a special kind of resolve. Dr. Kathleen Smith offers hope for coping in Everything Isn’t Terrible: Conquer Your Insecurities, Interrupt Your Anxiety, and Finally Calm Down. A licensed therapist, Smith encourages readers to focus on their inner selves and cultivate awareness. Learning to identify and defuse anxiety-induced reactions, she says, can result in an improved outlook and a more grounded day-to-day experience.

“We all want to live a life guided by principle rather than fear or worry,” Smith writes. “And by choosing how we handle our anxiety, we choose our fate.” In the book, she considers life categories that can be impaired by anxiety, from friendships and family to career and religion, and proposes healthy methods for navigating those areas. She also includes exercises for doing the important work of teasing apart thoughts and emotions. Through the inspiring stories of clients, she gives readers motivation to follow through on their goals. 

Banishing the haze of doubt is perfectly possible, Smith says, and she supplies the tools for doing it in this empowering book.

If your resolution is to get in shape as a family

Is your household in need of a lifestyle overhaul? Introducing healthy habits into your family’s daily routine is definitely doable—and more easily achieved when the entire clan is on board. Family Fit Plan: A 30-Day Wellness Transformation is chock-full of tactics for implementing new wellness practices that everyone under your roof will embrace. This program—created by Dr. Natalie Digate Muth, a pediatrician, dietitian and mother of two—is well rounded and designed to energize. It features delicious recipes, easy exercises, ideas for reducing device usage and pointers for staying focused. 

As Muth demonstrates in this holistic guide, getting in shape as a domestic unit can actually be a blast. Consistent family check-ins are central to her vision for better health. She simplifies the lifestyle adjustments by including sample menus, activity logs and fitness assessments. By making incremental changes over the book’s prescribed 30-day period, you can set an example the kiddos will carry with them for the rest of their lives. Grab Muth’s book, gather your group, and start planning.

Are you pondering personal goals for 2020? Then you’ve come to the right place. 


We’ve gathered a stellar collection of books targeting a wide range of New Year’s resolutions. From fitness and finance to political activism, the volumes featured here are loaded with inspiring…

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When David met Goliath on the battlegrounds of the Philistines, a young man with no armor slew the huge Philistine with a small rock. In today's business world, a few special leaders are challenging the status quo, trying to slay the behemoth and become king, and a slate of new business books tells their stories.

Just for Fun: The Story of an Accidental Revolutionary by Linus Torvalds and David Diamond (audio) is a jaunty book about the early, dysfunctional days and brilliant (albeit still young) career of Linux developer Linus Torvalds. Almost anyone who has heard of computers has heard of Linux, the computer operating system that is the closest rival to Micro- soft's Windows and, get this, is free. Not only free, but the code used to adapt Linux for different situations is widely available. Linux even requires users to share innovations under its General Public License an "anticopyright," Torvalds calls it.

Why would Torvalds do something to benefit thousands of companies and millions of users and expect little in return? Just for Fun takes a look at his somewhat radical procedures and explains that Torvalds created Linux with an Open Source philosophy, which he says illustrates "the limitless benefits" of allowing anyone and everyone to participate in a project's development or commercial exploitation. The theory says proprietary notions of commerce are wrong. Instead, the strongest products will be developed when the largest numbers of people are working on product development.

Imagine it . . . an operating system (or a product) that gets stronger and works better as time goes on.

The description of Torvalds' futuristic outlook and scientific philosophy is like a roller coaster ride inside a 21st century mind. Peppered with personal anecdotes about his kids and musings on the fate of Microsoft and others, this book is a real kick, brilliant, bold and not to be missed. It's a book about how David plans to slay Goliath, and tells him about it first.

At the other end of the spectrum, Privileged Son: Otis Chandler and the Rise and Fall of the L.A. Times Dynastyby Dennis McDougal is the sad history of a great newspaper and the family who built it and tore it apart. A true epic, Privileged Son shares the story of the Chandler family whose fortunes were built, as were many great American fortunes, on the backs of anti-unionism and sly deceptions.

This history follows Times Mirror chairman Otis Chandler from youth through the sale last year of his family's media conglomerate, the Times Mirror Corporation. We meet Chandler in his youth as the country entered World War II and he experienced the attack on Pearl Harbor, a "day that marked the beginning of his personal cynicism" toward government. We follow his career as a newsman where he came to believe that the "newsroom was the heartbeat of the business," a sentiment neither his father nor grandfather, the paper's founder, shared.

McDougal, who wrote the best-selling The Last Mogul, links the best L.A. families to the early West Coast mob and chronicles the family infighting that led to the demise of Chandler family control of the newspaper. He details the expansion of Los Angeles Times news coverage to include bureaus around the world and notes that "curiously the further away it moved from its core audience, the less the Times power and might translated into automatic success." Also curious, McDougal credits the L.A. Times with challenging other California papers to pump up the volume in their papers in order to compete with the L.A. Times behemoth. In this captivating story, Goliath slays himself.

The Cheating of America: How Tax Avoidance and Evasion by the Super Rich Are Costing the Country Billions and What You Can Do About Itby Charles Lewis and Bill Allison and the Center for Public Integrity pits you and me, the taxpaying public, as David against the Goliath of industry whose tax evasion schemes rob billions each year from federal and state coffers. Whether you agree or disagree with the premise of this informative and eye-opening book, its catalog of offshore money havens, influence schemes of the rich and powerful and corporate tax-shelters provide an amazing primer on completely legal tax evasion by many large, influential corporations each year.

Did you know many wealthy Americans expatriate to another country each year to avoid paying U.S. income taxes? Or that Seagate Technology and Apple Computers are among two companies which set up offshore manufacturing companies to reduce foreign and U.S. taxes each year? Did you know the founders of some charitable trusts may take an income from that trust, with no limits, no matter how poorly the charity itself is doing? It's tax avoidance maneuvers like this that cost individual taxpayers more than $1,600 a year, says the IRS. Lewis and Allison chronicle the web of legality that surrounds much of this avoidance, causing the individual taxpayer to ante up more for the federal government. In light of the current debates on tax cuts and soft money for political contributions, this is a must read book for business owners and taxpayers alike.

On a lighter note, The Girls' Guide to Power and Success by Susan Wilson Solovic teaches women how to play the role of David. Solovic incorporates the use of power ("the power of expectations," "the power of 20/20 vision," "the power of balance") throughout her book, helping women build a successful battle plan for their careers. Although she avoids advising women to act more like men, Solovic gives clear and steady counsel on defining the terms under which a woman works. She also tells women they don't have to be Superwoman to have a great career, and she includes a few sensible tips get a cleaning lady and utilize professionals to help you manage all those parts of your life you can't get to during the workday.

I was struck by the usefulness of this book for human resource professionals as well as for the average career woman. The more HR people learn about female stereotypes, the better chance they have to incorporate women's leadership styles into the workplace and cull the best talent women have to offer. Maybe David and Goliath can work together?

Briefly noted

Clausewitz on Strategy: Inspiration and Insight from a Master Strategist edited by Tiha von Ghyczy, Bolko von Oetinger and Christopher Bassford. Culled from the writings of the 19th century Prussian philosopher Carl von Clausewitz, this collection includes excerpts from his seminal work, On War (1832), which are relevant to business leaders in their search for fresh thinking on the conflict known as business strategy. A fascinating primer for Clausewitz neophytes.

The Deep Blue Sea: Rethinking the Source of Leadershipby Wilfred Drath. Drath argues that we all have hidden leadership skills; we just don't recognize the traits in ourselves. Each individual personality creates different types of leaders, and each of us out there in the deep blue sea can develop our own leadership potential. Worthwhile reading for budding leaders.

Sharon Secor is a Nashville-based business writer.

 

When David met Goliath on the battlegrounds of the Philistines, a young man with no armor slew the huge Philistine with a small rock. In today's business world, a few special leaders are challenging the status quo, trying to slay the behemoth and become king,…

Time magazine called billionaire T. Boone Pickens a real-life J.R. Ewing. Both are Texas oil barons, and they're quite wealthy, thanks to plenty of business savvy and an energetic affinity for taking risks. But it's unlikely the fictional J.R. would've written a book like The First Billion is the Hardest: Reflections on a Life of Comebacks and America's Energy Future. In this memoir-cum-business-book, Pickens is just as up-front about his battle with depression as he is about his various corporate takeovers in an interesting mix of personal revelations and professional excitement. Every chapter includes "Booneisms" like "Don't rush the monkey and you'll see a better show" and "In a deal between friends, there's no place for a wolverine." Pickens also debunks myths about the oil industry and details his impact on corporate practices: "Through our takeover attempts, my team and I introduced the concept that reigns supreme today – shareholder value." After 40 years at the helm of Mesa Petroleum, he started up BP Capital, a commodities and equities firm, during his seventh decade. Today, at 80, he's one of the world's highest – paid hedge fund managers. Pickens' no-nonsense, you-can-do-it-too approach works, whether he's extolling the benefits of physical fitness, offering an energy plan for America or reminding readers that "Action leads to more action. One deal leads to another deal."

Time magazine called billionaire T. Boone Pickens a real-life J.R. Ewing. Both are Texas oil barons, and they're quite wealthy, thanks to plenty of business savvy and an energetic affinity for taking risks. But it's unlikely the fictional J.R. would've written a book like The…

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Do we all approach the giving season with anxiety and trepidation? Do we wonder if a sister-in-law will read too much into a gift of Time Management From the Inside Out? Does the boss already own Who Moved My Cheese? When it comes to gift giving, there's no limit on the amount of anxiety many of us create for ourselves. The truth is plain: readers love to get books but some gift givers are just plain scared to choose them. Business books are no exception. Most of us don't know what to choose, we don't want to choose, so what can we do? This gift-giving season, BookPage has several suggestions on business books to help you make that difficult choice. Follow Henry Wadsworth Longfellow's advice, Give what you have. To someone, it may be better than you dare to think. Here are six books sure to please both gift giver and reader.

An old-timer in the financial field writes one of the season's best new business books. John Bogle on Investing: The First 50 Years by John Bogle, is a perfect gift for newly minted MBAs, stockbrokers and young people considering a career in business. Rarely does one encounter a financial behemoth with Bogle's direct and no-nonsense approach to life, money and the mutual fund. John Bogle on Investing provides an antidote to the popular misconception of the materialistic money manager.

Bogle, recently retired as chairman of Vanguard Mutual Funds, begins the book with a primer on mutual fund management followed by an invaluable guide to the industry. This book, unlike his others, allows Bogle to share his views on integrity and values as essential ingredients for successful business. The point is, he says, ladies and gentlemen, greed is out. Integrity is in. And if you seek success and fulfillment, please accept my advice to hold yourselves to the highest moral standards. It will be 'good business' but it will also be good for your souls as well. Paul Volcker, former chairman of the Federal Reserve, wrote the introduction to Bogle on Investing. He says, Vanguard's rise to preeminence in the world of finance attests to the soundness of its principles. For anyone who wonders whether the business world will steal her soul, this book resoundingly says no.

In general, little is known about the private life, education and daily habits of the man who has presided over the longest stretch of American economic prosperity. Alan Greenspan, chairman of the Federal Reserve, seems a quiet man whose steady voice and black spectacles bespeak a life of economic contemplation. Certainly those who have not read Justin Martin's Greenspan: The Man Behind the Money imagine a sedate and solitary lifetime spent in banking and international finance interrupted only by daily reading of deep, dark tomes on political economy and finance history.

So it's a surprise and a delight to learn that the stoic figure with the unflappable demeanor spent his youth pining for a career in music (he briefly attended Julliard and then toured the country in a jazz band.) He enjoyed a long friendship with the author Ayn Rand and is married to former NBC news correspondent Andrea Mitchell. Despite initial appointments by Republican politicians, Greenspan has served as Fed chairman under President Clinton and enjoys a wide array of friendships on both the right and the left. In short, Greenspan is an interesting man whose life has followed many roads less traveled.

Martin's biography is part news account, part history and public policy analysis. His life of the Fed chairman reconstructs recent financial news such as the Asian crisis and Greenspan's chiding words on the nation's irrational exuberance, the phrase that set market tongues wagging. A perfect gift for history buffs, news hounds and anyone involved in the financial markets, Greenspan is a history of politics and intellect, blunders and gaffs, and the amazing man who possesses all those traits.

Executives seeking new jobs and companies trying to lure candidates will have a special interest in Joel Kotkin's latest book on trends in the New Economy. The New Geography: How the Digital Revolution Is Reshaping the American Landscape reveals an all-too-evident truth: cell phones, faxes and modem lines are transforming New Economy notions of workspace and place.

Kotkin, a public policy fellow at Pepperdine and columnist for both The New York Times and the Los Angeles Times, notes the trend by yuppies, childless couples and artists to move back into urban environments for work and home. At the same time, Fortune 500 corporations are creating bucolic campus environments replete with child care centers to lure recruits who seek country havens for young families. Kotkin believes urban use and suburban decay will be a hallmark of the New Economy.

The author intersperses accounts of ancient Greek and medieval European geography for a stimulating journey into the past and future of the business environment. Human resource pros will love this book, but anyone with an interest in real estate, urban decay or city planning will also enjoy Kotkin's intriguing look at business locations.

Still shopping?
Damn Right! Behind the Scenes with Berkshire Hathaway Billionaire Charlie Munger by Janet Lowe should be required reading for Warren Buffet fans. Sometimes called the Brains Behind Buffet, Charlie Munger has served as right hand man to Berkshire Hathaway Chairman Warren Buffet for 41 years. This biography highlights personal honesty, integrity and generosity as key ingredients in any rewarding career. In his introduction, the Oracle of Omaha credits Munger with making Berkshire Hathaway a valuable and admirable company. These days writing books on How to Get Rich Quick on the Internet seems to be its own popular get-rich quick scheme. The Sixth Market: The Electronic Investor Revolution is a refreshing change from all those promise-the-moon-and-stars guides to making a fortune as a day trader. The Sixth Market outlines a responsible, educated approach to becoming an online stock trader including a realistic guide to computer equipment. It even encourages further financial education, making a case for smart, long-term investing. Best of all, this short book could be used as a practical guide to familiarizing almost anyone with financial market terms.

Every homeowner should have one of those Reader's Digest How-to-Fix-Anything books on a shelf somewhere. And anyone who has a bank account should own The Wall Street Journal Guide to Understanding Personal Finance, now in its third edition. This is an eminently practical guide to everything from credit histories to mortgage rates. As useful as a dictionary, the guide features colorful graphics and simple language to make financial matters seem as easy as fixing a sink. Give this book to college students, newly married couples or anyone who wants to become a competent manager of their own money.

Sharon Secor is a Nashville based writer.

 

Do we all approach the giving season with anxiety and trepidation? Do we wonder if a sister-in-law will read too much into a gift of Time Management From the Inside Out? Does the boss already own Who Moved My Cheese? When it comes to…

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Lawyers are good! At least that's the inherent message behind a superb book by renowned economist Hernando DeSoto. The Mystery of Capital: Why Capitalism Succeeds in the West and Fails Everywhere Else is essential reading for lay economists, amateur public policy wonks or lawyers down on their profession. The Mystery of Capital is also a must for anyone revisiting the American economic landscape and the very basic legal structures supporting capitalism and free trade.

Named one of the greatest Latin American thinkers by Time magazine, DeSoto has crafted a challenging and fresh thinking theory that flies in the face of traditional notions of Third World poverty. While traditionalists say poverty has roots in educational and capital voids, DeSoto expertly and cogently makes the case that the Third World is not financially bereft. Far from it, he says. The Third World poor do have things but lack legal process to protect property and create capital. The underpinning of wealth in the West rests on the carefully codified legal meaning of property that Westerners take for granted. Did you fall asleep on The Wealth of Nations in a college library way back when? If so, you'll appreciate the way DeSoto revisits Adam Smith and reacquaints us with the legal structures that most Third World countries lack. Despite its theoretical direction, The Mystery of Capital is refreshingly anecdotal and unstuffy as DeSoto explains how, for once, lawyers are the good guys.

 

Lawyers are good! At least that's the inherent message behind a superb book by renowned economist Hernando DeSoto. The Mystery of Capital: Why Capitalism Succeeds in the West and Fails Everywhere Else is essential reading for lay economists, amateur public policy wonks or lawyers…

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Time Management From the Inside Out is the latest book from popular organizing guru Julie Morgenstern. She's appeared on Oprah, National Public Radio and a host of other shows to talk about her unique approach to organizing work and home spaces. But who wants to read another super-organized Martha Stewart-type giving the rest of us tips on time management? Here's the catch: Morgenstern is one of us. Before she changed her ways, she was messy, disorganized and late for everything. The author describes a day when she wanted to go for a walk with her newborn baby. She started to collect the things they needed to go outside. Two hours later she was ready, but baby had waited long enough, filling the air with screams of hunger and exhaustion. New mom Morgenstern was ready to scream herself. What she did instead was change her habits and create organized time for herself. After reading this book, you'll know you can, too. If you can't get a task done, Morgenstern says, you may be the wrong person for the job. Learn to delegate to ease time pressures. Or maybe the task you've set for yourself is overly complex. Learn to simplify your work and break large projects into smaller steps. If you are constantly being interrupted during tasks, or have a disorganized partner, confront the offender. After all, you only have so much time in your day.

Time Management From the Inside Out is the latest book from popular organizing guru Julie Morgenstern. She's appeared on Oprah, National Public Radio and a host of other shows to talk about her unique approach to organizing work and home spaces. But who wants to…

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My granddaddy could sell anything. When the shoe company pensioned him off after 50 years, he went straight to work for a little outfit selling customized pens and plaques. He couldn't stand not to sell. And I can't sell to save my life.

Journalists tend to make lousy salespeople and un-promising sales prospects because we don't take any claim at face value. Come to think of it, though, nobody else does either anymore. Granddaddy's go-getter sales style might not be so effective in today's jaded and mistrustful marketplace.

Winning over a cynical public, whether you're selling products to consumers or selling the idea of strategic alliance to another company, requires innovative approaches to the art of persuasion. This month's featured books explore some of those approaches.

In The Soul of the New Consumer: What We Buy and Why, consultants David Lewis and Darren Bridger probe the hearts and minds of the economic organisms who populate modern society. The new consumer, in their view, is motivated by three scarcities: lack of time, attention, and trust. Marketing successfully to this rushed, scattered, and skeptical buyer is all about addressing those scarcities, or at least not making them any worse. It's also about establishing the authenticity of whatever you're hawking. Everyone is on the lookout for snake oil these days.

The authors offer lucid analyses of a wide range of sales-related issues, incorporating and building on the insights of a dizzying array of thinkers from psychologist B.F. Skinner and cultural critic Christopher Lasch to management theorist Peter Drucker and permission marketing guru Seth Godin. From those sources and their own research they draw sometimes surprising conclusions about how factors like aisle width in a store and a rapid cutting rate in a TV commercial can influence the new consumer's buying behavior.

The Soul of the New Consumer is likely to shape the marketing messages you see, hear, and read in the first years of the new century. For anyone in the business of sending those messages, it's an enlightening and compelling guide.

There's no denying the growing dominance of service industries in our economy, nor the fact that convincing someone to buy a service is fundamentally different from convincing him or her to buy a sack of flour. In 1997, service-industry expert Harry Beckwith published the best-selling Selling the Invisible: A Field Guide to Modern Marketing. His follow-up effort, The Invisible Touch: The Four Keys to Modern Marketing, is an eye-opening compendium of lessons in service marketing. The book draws on Beckwith's wide-ranging experience inside company walls to offer trenchant examples of things done right and wrong by people selling the invisible quantity of their own expertise. In short, pithy mini-essays that often have the resonance of motivational speeches, Beckwith dispenses sometimes counterintuitive wisdom about his four key concepts of marketing: price, brand, packaging, and relationships. He explains, for instance, how a survey of 13 consumers can yield better research than a detailed study involving 350 people, and why your company probably shouldn't bother responding to formal requests for proposals from prospective customers.

Beckwith echoes a theme from The Soul of the New Consumer in arguing that mere customer satisfaction is not good enough. To win over today's demanding clients, a service provider must wow them. (Lewis and Bridger call this phenomenon supersatisfaction. ) Even among the supersatisfied, Beckwith points out, there's no such thing as permanent loyalty to any brand or business. The new consumers are savvy and self-centered; if you don't keep on adding value to their lives, they'll find someone else who will. The new consumer has raised the bar for today's marketers. Beckwith shows how to clear it.

A smorgasbord for the Oracle, a pie fight at the sales conference, and the mysteries of the millstone market such are the ingredients of a highly entertaining tale by Jeff Cox and Howard Stevens, entitled Selling the Wheel: Choosing the Best Way to Sell for You, Your Company, and Your Customers. This parable tells the story of Max and Minnie, family business operators in the time of the Pharaohs, and how they brought to market Max's big idea, the wheel.

There's more going on here than just a cute conceit. Co-author Stevens runs a company that assesses the effectiveness of sales personnel and prospective sales hires, working from over 25 years of research involving thousands of salespeople and customers. Much of the story that he and Cox weave is based on his observation that there is no perfect way to sell rather, there is a right way to sell in a given situation, and selling the wrong way can be catastrophic.

As Max and his growing sales force persevere through early rejection (by the purchasing agent for the Pyramid project), the introduction of competing technologies (wooden instead of stone wheels), a price war with foreign producers (cheap wheels brought in by caravan from China) and other strategic challenges, it becomes clear that different stages of the wheel company's growth call for different talents in the sales force. The sales rep who achieves good results when clients require a specialized product can become excess baggage when the product becomes a commodity.

To cope with the obstacles before them, Max and Minnie take their most vexing questions to the Oracle in his mountain cave. The old guy sets them straight, sagely advising them on the marketing steps that will keep their wheel business alive and prospering as times and technologies change.

We could all benefit from a visit to the Oracle now and again. For those of us who don't have a nearby Oracle to turn to, Selling the Wheel is the next best thing: a strategic resource to help navigate through a menacing marketplace.

There is a unique type of sale that takes place in the upper echelons of corporations. More and more corporations are depending on this sale: the negotiation of strategic alliances between companies. In Trusted Partners: How Companies Build Mutual Trust and Win Together, Jordan D. Lewis shows what it takes for firms that may be competitors to come together in mutually beneficial collaborations. Lewis should know, since his business is facilitating joint ventures between major corporations. He mines that experience and other research to provide vivid glimpses of the process of combining two companies' efforts for a shared purpose.

As is so often the case in business books (and life in general), the stories of troubled relationships in Trusted Partners are often more illuminating than those of happy relationships. Lewis offers a fly-on-the-wall view of the catfight that nearly ruined the marriage of Northwest Airlines and KLM, as well as keen observations on what's wrong with the leadership of the Sprint/Deutsche Telekom/France Telecom alliance. The author does just as lively a job of narrating things gone right the hard-won alliances that have allowed partners to build trust in each other and, in turn, to build profitable new enterprises.

This is not just a book for senior execs at Fortune 500 companies. More and more companies of all sizes are referring to their relationships with key vendors as alliances, and Lewis explains how such partners can build relationships that live up to the name. He devotes the last third of his work to a deep and thorough how-to guide for business people involved in implementing alliances. There is enough carefully crafted advice here on the theory and practice of corporate alliances to make Trusted Partners a lasting resource for companies of all sizes.

Briefly noted: The easy pickings among technology stocks may all be plucked by now, but Francis McInerney and Sean White argue that there are still fortunes to be made in that volatile sector. In FutureWealth: Investing in the Second Great Wave of Technology, the authors explain not which stocks to buy that would be a silly exercise, if you think about it but how to pick the winners that will emerge in coming years.

To the entire generation of Americans that has come of age since the oil embargo and gasoline shortages of the 1970s, it may be hard to fathom why government and industry would be making Herculean efforts to develop a car powered by something other than gasoline. But the fact is, we may need one someday. Jim Motavalli's Forward Drive: The Race to Build "Clean" Cars for the Future chronicles the painstaking progress of efforts to build alternative vehicles and their even slower progress toward acceptance by the SUV-dazzled public.

And finally: The double-edged legacy of ingenuity and muleheadedness that Adolph Coors bequeathed to his beer-brewing heirs is the subject of journalist Dan Baum's Citizen Coors: An American Dynasty. This account of the Colorado clan's varying business fortunes, its rise to prominence in right-wing politics, and its histories of erratic behavior and personal tragedy, is not likely to get a friendly reception from the Coors family, but Baum's research appears authoritative, and he tells a vivid story.

Journalist E. Thomas Wood is product-development director for the Champs-Elysees.com family of European language-and-culture products.

My granddaddy could sell anything. When the shoe company pensioned him off after 50 years, he went straight to work for a little outfit selling customized pens and plaques. He couldn't stand not to sell. And I can't sell to save my life.

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Why are we here? Is our purpose in life a) to find fulfillment and human dignity in relationships of mutual love and respect? b) to act as stewards of the earth's bounty and nurturers of its inhabitants? or c) to maximize shareholder value? After years of living through a supercharged but sometimes vicious business environment, some Americans are focusing anew on that existential question and wondering why they seem to have chosen option c for much of the 1990s. Prosperous times allow for the luxury of introspection, so that managers, employees, and consumers can rethink their roles in the corporate food chain. This month, four new books offer fresh perspectives on the roles of work and commerce in our lives.

The radio voice of David Brancaccio is familiar to listeners who tune into National Public Radio's Marketplace program, which he hosts. Squandering Aimlessly: My Adventures in the American Marketplace demonstrates that Brancaccio's voice as an author is just as arch and incisive as his on-air personality. He roams the country and the consumer landscape to ask himself a simple question: What would I do with a windfall? In these days of just-add-water initial stock offerings that mint overnight millionaires, it's hardly a hypothetical query. And its implications are not necessarily comforting: Suppose you've got your money. Where will you find your meaning?

Squandering Aimlessly is a Canterbury Tales for our times, a road-trip that introduces us to characters who illustrate the vices and virtues of the age. Brancaccio shadows a high-amperage market specialist on a stock-exchange floor who looks, in his little framed kiosk, like Lucy in a high-tech lemonade stand. He wanders the Nevada desert in the company of a drifter who has frittered away a $133,000 nest egg. He passes a quietly weeping woman as he walks into the Mall of America. And he encounters kindred spirits whose life journeys involve the metaphysical question: What am I to do with my blessings? The architecture beneath Brancaccio's anecdotes is an understanding of how wealth happens in our society and how people think about the money that affects their lives. Those concepts are elusive, but he explains them with clarity and moral vision. Those of us who can't help feeling a little ill-at-ease about the gospel of modern prosperity will find this book thought-provoking. Those who have been firm believers in that gospel will find Squandering Aimlessly a worthy challenge to their faith.

Joanne B. Ciulla's The Working Life: The Promise and Betrayal of Modern Work probes the ways that work has assumed outsized importance in so many of our lives. Displaying a broad and deep command of business and labor history, human psychology, and the philosophy of work, Ciulla identifies continuities that have remained evident through centuries of working lives. More trenchantly, she identifies the ruptures that have lately torn at the unspoken social contract between employer and employee. Of many telling statistics in this book, one has stuck in my mind as an illustration of the creeping dominance of work in our lives: In 1986, when Christmas fell on a Thursday, 46 percent of employers gave workers Friday off. In 1997, when Christmas fell on a Thursday, only 36 percent did. One can argue that working harder has made us more prosperous. After years of stagnation, worker productivity began rising dramatically in the 1990s, fueling what is likely to be certified, this month, as the longest economic expansion in American history. But at what price? Ciulla paints a portrait of America as a dysfunctional workplace, where employers try to manipulate subordinates through the latest management fads but find it increasingly difficult to motivate or satisfy the people under their command. That situation is untenable; workers do have other options, and the stigma of job-hopping has largely evaporated since employers have abolished the concept of job security.

Ciulla's prescription for healing the country's wounded labor relations boils down to a single word not often seen in management books: justice. She makes a persuasive case for not trying to get more for less from employees, not trying to turn the office into a surrogate family, and not trying to make buzzwords like Total Quality Management into a way of life (a common piece of corporate parlance whose sinister undertones are only now becoming evident). It remains to be seen whether managers in the new decade will understand that workplace justice is in their enlightened self-interest but if they don't, they can't say Ciulla didn't warn them of the consequences.

Neither gender has a monopoly on anxiety about balancing the demands of making a living and living a life. Still, it's undeniable that women face special dilemmas in this regard. Creating Your Life Collage: Strategies for Solving the Work/Life Dilemma, by Kathy McDonald and Beth Sirull, is a valuable how-to guide for women who feel a psychic need to move beyond wage serfdom.

This is a book about vision. McDonald and Sirull exhort the working woman who feels trapped in a life-sucking job to visualize her life as a collage of activities that are productive not just producing income, but producing fulfillment. Drawing on interviews with scores of ordinary women who have turned life into art in this manner, the book offers practical advice and motivational therapy in equal measures. Anyone considering a transition into self-employment, part-time work, job-sharing, or telecommuting will benefit from the sound suggestions in Creating Your Life Collage. Anyone just wondering how to start seeking a more fulfilling daily life will benefit even more.

Senior managers have their own set of frustrations about the way people work in this country. The endless complexity of the knowledge economy often saps the attention of CEOs and shop-floor employees alike. Consultant Bill Jensen presents a road map for moving beyond complexity perplexity in Simplicity: The New Competitive Advantage in a World of More, Better, Faster.

In his own way, Jensen is addressing the same paradox that this month's other books examine: We are more productive and prosperous than ever, and yet many of us feel utterly frazzled as we cope with the daily demands of this wonderful life. The beginning of a solution, Jensen argues, is for all of the colleagues in a workplace to recognize they are competing for the time and attention of the people they work with. He presents a convincing case that successful business people intuitively make the most of every minute spent with others on their teams.

Competing on clarity is Jensen's term for that kind of success; its opposite is the white noise of wasted time. A manager who wastes the time of employees is no longer just costing the company lost hours he or she is incurring deep resentment on the part of workers whose time has become a precious and scarce commodity. The author shows how managers and team leaders, working from an understanding and respect for time and attention, can design business processes that make jobs more fulfilling and enterprises more productive.

Many business self-help books cite nightmare examples of mismanagement, caricatures that allow the managerial reader to think I'm glad I'm not like that. Simplicity is a challenging book precisely because it indicts the reader: Few of us who work with other people can truly claim not to be guilty of the sin of making things too complex in some way. Read this book if you're ready to face that challenge.

Briefly noted:

Cyber-ideas come to print in The Cluetrain Manifesto: The End of Business as Usual by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. Last spring these authors, a la Martin Luther, nailed up, on the Web, 95 theses intended to herald a new age of business based on the principle that markets are conversations. This provocative book encapsulates some of the continuing conversation that has resulted from that online effort at reformation.

The blithe indifference of most Americans toward languages and cultures not their own is a national liability in an era of open-border commerce. Reading Global Literacies: Lessons on Business Leadership and National Cultures, by Robert Rosen with Carl Phillips, Marshall Singer, and Patricia Digh, would be an excellent first step for anyone now awakening to the globalization of the world economy. Based on a worldwide survey of top executives from a variety of national cultures, the book not only examines the peculiarities of individual cultures but also explores the meaning of cultural literacy.

Finally, if you want to help an ambitious teenager or college student turn imagination into reality, a fine place to start is The Young Entrepreneur's Guide to Starting and Running a Business, by Steve Mariotti with Debra De Salvo and Tony Towle. The guide clearly and comprehensively tackles the basics of entrepreneurship, illustrating each principle with an inspiring real-life success story.

Journalist E. Thomas Wood is product-development director for the Champs-Elysees.com family of European language-and-culture products.

Why are we here? Is our purpose in life a) to find fulfillment and human dignity in relationships of mutual love and respect? b) to act as stewards of the earth's bounty and nurturers of its inhabitants? or c) to maximize shareholder value? After years…

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Two follow-ups to investment-advice bestsellers are now in bookstores, preaching the virtues of long-term holdings of individual stocks. Each, in its own way, also takes issue with the conventional investment wisdom as it is doled out on Wall Street.

Both You Have More Than You Think: The Motley Fool Guide to Investing What You Have by David and Tom Gardner and How to Retire Rich by James O'Shaughnessy showcase an unswerving belief that when investing for the long term (10 to 30 years or more) common stocks are the investor's best bet, indeed her only real choice. The stock market will go up and down, sometimes dramatically, but in the end the trend is up. Both books demonstrate average long-term stock returns are much higher than those of other investments (bonds, money market funds, etc.). Throw in the power of compounding, and the nest egg you've got on college tuition day or at your gold-watch retirement dinner will vary significantly depending on where you left your money all those years. Money manager O'Shaughnessy is particularly good at these relative investment comparisons, using theoretical couples at different stages of life.

It doesn't hurt either book's case, of course, that they are being published during one of the great historic bull markets in stocks. Returns on stocks in the past three or four years have blown away the longer-term annual average 11% return cited in You Have More Than You Think. While both books urge investors to stay the course through good times and bad (O'Shaughnessy devotes a lot of space to how to avoid panic selling), the books' basic messages are a lot easier to swallow as the good times roll.

If the names of authors David Gardner and Tom Gardner (they're brothers) don't immediately ring a bell, you're more likely to know them by their shared persona, Motley Fool. Founders of a burgeoning online empire of financial information and discourse under the Motley Fool name, the brothers epitomize the emergence in the past few years of individual investors and Internet investing and stock talk as crucial elements in the overall stock market.

You Have More Than You Think follows the brothers' best-selling The Motley Fool Investment Guide. In this latest tome, ostensibly about getting started investing, they range widely from anti-lottery diatribes to sound advice on buying a car or home and avoiding credit card debt. When they get around to investing, they propose a relatively small number of well-established stocks, often of big consumer products companies. Whether or not you agree with their advice or with their generally anti-financial establishment stance, you're unlikely to find a more brightly written and fun-to-read book offering investment guidance. After all, as they happily admit, we're talking about two English majors here.

That in a sense is the essential point Motley Fool tries to make, that you don't have to be an expert with an advanced degree in finance to understand and successfully invest in financial markets. The authors don't like mutual funds (they generally underperform the market), they think full-service brokers are often not worth the money (they don't like commissions), and they don't like the financial press (accused of encouraging short-term thinking). No strangers to taking on convention, the Gardners think individual investors, picking specific stocks for the long term, can outperform the market.

That last thought is shared by James O'Shaughnessy, founder and chairman of the O'Shaughnessy Funds, a family of no-load mutual funds. In How to Retire Rich he makes a clear case for his own investment strategy, which against conventional Wall Street wisdom, doesn't involve any fundamental analysis of a company's actual business prospects. Since the book focuses on retirement, the author is a big plugger for starting to save now and staying invested for the long term. One of his key messages is to get started saving, whether you are in your 20s and retirement appears to inhabit another universe or whether you are closing in on retirement age and have given up on being prepared because you haven't started saving. This narrowly focused book follows O'Shaughnessy's best-selling What Works on Wall Street. As in the earlier book, he relies on strategies based on 45 years' worth of price performance of a large number of stocks. He offers a variety of easy-to-understand plans, each differing in risk/reward levels, that feature a collection of 25 to 50 stocks selected on technical criteria and regularly rotated.

Two follow-ups to investment-advice bestsellers are now in bookstores, preaching the virtues of long-term holdings of individual stocks. Each, in its own way, also takes issue with the conventional investment wisdom as it is doled out on Wall Street.

Both You Have More Than You Think:…

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When two hairs unite, a chain reaction ensues. They attract another hair. And another. And another.

"Before long," explains author Gordon MacKenzie, "where there was once nothing, this tangled impenetrable mass has begun to form." It is this resulting mass of hair this hairball that drives MacKenzie to write: Orbiting the Giant Hairball: A Corporate Fool's Guide to Surviving with Grace.

MacKenzie's guide is, in fact, 224 pages of wisdom and artistry that speaks to rank-and-file workers about creativity, and to corporate leaders about the structure and goals of their enterprises.

The message to workers, honed in his 30 years with Hallmark Cards: Break the stranglehold of company convention and commit yourselves to the creative experience if you are to migrate from that tangled web the corporate hairball. Only then can you learn to glide in orbit, tethered by gravity to the hairball but unleashed from conformity and mediocrity.

His message to the corporate leaders: Traditional corporate structure and managers tend to stifle creativity. Hallmark, in fact, recognized MacKenzie's talents, eventually granting him the title, "Creative Paradox." He became the bridge between Hallmark's creative forces and its executives a self-styled corporate holy man. It was a role in which he excelled. MacKenzie writes that as the Creative Paradox, he had no power. Maybe. But he certainly had the perception of power. And that was what counted. Soon, others began to seek his guidance.

For three years, employees outlined their creative ideas to him. For three years, he gave all of them the pronouncement, "Good idea." The effect was dramatic within the institution. A boss, speculating that the Creative Paradox had power, must have thought, "If the Creative Paradox supports the idea, maybe I'd better support it too," surmises MacKenzie.

And so, with the blessing of the Creative Paradox, ideas gained momentum.

"Did you always tell people their ideas were good?" someone later asked him at a conference. "Yes," came his answer.

"Were all the ideas good?" "Almost all." MacKenzie's reasoning: Most companies are peppered with people quick to reject ideas. "I was simply leveling the imbalance . . ." he writes.

The author also gives his view of the classic corporate structure the pyramid. It is a tomb. Better to be a tree, with creators at top, nourished by the roots, or managers.

And what of the hairballs? They are an inescapable part of the "galaxy of corporate symbiosis," as MacKenzie explains through a wonderfully childlike drawing.

Even MacKenzie, in his early years as a design supervisor, "became a little hairball," he observes. Satellites writers and artists orbited around him. And his system, in turn, orbited the big hairball. MacKenzie describes his own ascension into orbit as emerging from the company cocoon and slipping the bonds of the hairball. "Orbiting," he writes, "is following your bliss."

When two hairs unite, a chain reaction ensues. They attract another hair. And another. And another.

"Before long," explains author Gordon MacKenzie, "where there was once nothing, this tangled impenetrable mass has begun to form." It is this resulting mass of hair this hairball that drives…

Prestbo is markets editor of the Wall Street Journal and Sease is a WSJ editor and writer. That's one clue of how plugged in this book is. And the authors take a pretty orderly approach, outlining the risks, rewards, vehicles to approach (such as American depositary receipts) and those to avoid (such as foreign bonds). Issues such as privatization, primitive management, and the quirks of emerging markets are touched on. It would be hard to top Jim Rogers' great international investing book from a few years back, Investment Biker. This book doesn't try, being more of a dry, journalistic reference. And no one should assume that one book is enough to get a handle on such a large topic. Still, Prestbo and Sease do a yeoman's job of defining some of the parameters, telling how to choose the right kind of money manager, and outlining how to structure an international portfolio. Result? The book is a great way to prepare for testing some deep waters.

THE BUSINESS OF BLOOMBERG

Michael Bloomberg is one of the most intriguing characters of the late 20th century. When he took a multimillion-dollar retirement from Salomon Brothers, instead of investing it in the stock market (where he arguably had some expertise) or sailing around the world for a few years, he immediately plunged a large portion of his stake into a brand new company with very dicey chances of success. Now, almost 20 years later, it looks like his bet was a solid one. The name Bloomberg stands for innovation in the world of financial data-gathering. In many ways Michael Bloomberg is the Ted Turner of the 1990s.

Several years ago Bloomberg hired "Wall Street Journal" reporter Matthew Winkler to spearhead his news operation, and Winkler has also been on tap to help with this book which has been several years in the making. The book is told as though one were interviewing Bloomberg, with a narrative as smooth and readable as natural conversation. Of course there's a lot of self-aggrandizement, but it seems deserved. Bloomberg has accomplished a lot. Plus, he is not so full of himself that he can't boil some of his success down to some simple, transferable maxims. As a result, his book is entertaining, informative and potentially helpful to people who take risks with their own businesses.

LESSONS FOR BUSINESS

This slim volume is unusually eloquent in relating the trends of contemporary popular culture to the structure of authority in working groups. Hirschorn has been studying the subject at many companies and has concluded that traditional models of authority have lost their effectiveness. The cases he presents here support the argument for more vulnerability and openness in the post-modern organization. Hirschorn has learned some of these lessons the hard way. His best examples come not from instances where he went into the organization and saved the day. The most telling lessons arise out of consulting engagements that appear headed for disaster. The value of such encounters can be much higher than the typical glib assessments and formulas applied by many organizational thinkers.

WORKING TOGETHER

Not since Michael Schrage's No More Teams has there been such as nice, case-by-case analysis of successful collaborations. The authors study famous teams such as the Manhattan Project, Black Mountain College, as well as groups led by James Carville, Steve Jobs and others. They examine closely how great work is created in groups. The reader can take many of these lessons and apply them to a wide range of collaborative situations. The literature of collaborative effort has expanded in recent years with the increased focus on working in teams and putting together groups on a task basis. There's also been a lot of new work on the evolution of thinking within groups. Bennis and Biederman remind us of the many precedents worth examining not only for the exemplary work but for the creative process that went into it.

THE FIRST CHOICE IN MARKETING

The first couple of chapters set the tone for this novel book. Chapter 1 is called "Advertising: The Last Choice in Marketing." Chapter 2 is called "Personal Recommendation: The First Choice in Marketing." Need we say more? Probably not, but it is refreshing to see a marketing book that deals with such basic elements as trust, helping people and educating customers. Particularly for the small business, these discussions are invaluable. Yes, there's also the (sigh) chapter on Internet marketing, and chapter on the marketing plan. Even those items are put in the proper perspective. One would think the authors, with 50,000 copies in print of the first edition of their book, might have some say in the title. But no, the publishers rejected the author's choice of title: "It Worked for Jesus!"

BEST BET FOR INDEPENDENT CONTRACTORS

Independent contractors — the fastest-growing class of workers in America — face organizational, tax, legal, accounting and other hurdles they are ill prepared for, even with an entire previous career that might have been spent in the womb of a corporation. Even though they have tacked on a snappier title than one used to expect from Nolo, this has all the quality of that reliable self-help law imprint. It walks the reader through the basics of choosing a form for your business, dealing with start-up concerns, the myriad tax paying and reporting issues, and introductory information on recordkeeping, intellectual property and agreements. The book contains many sample agreements. The enclosed floppy disk also contains independent contractor agreements.

This second edition of Fishman's book could be considered a companion title to the above, particularly for independent contractors who hire each other. The emphasis on hiring rather than being an independent contractor means there are more laws and regulations to keep track of. And although there are many benefits to using IC's instead of hiring employees, important distinctions must be maintained which keep the parties separate in the eyes of the law. This book covers everything from properly classifying different kinds of contractors, from family members to consultants, and also provides forms in both printed and floppy disk form.

MIND OVER MONEY

Savvy recordkeeping, diligent tax deductions, and smart shopping are the author's remedies for the worst of all problems for the self-employed: cash flow. It's the item that sinks more small startups than any other, and one of the things the newly self-employed find it easiest to underestimate. This book is almost like a personal finance guide for the self-employed, and the author has tried most of the tips she advocates. The entire book, but particularly the "Annual Checkup" at the end, will serve as a ready reference for anyone caught in the adventure of being self-employed.

SELLING SMART

As a big fan of Schiffman's early book Cold Calling Techniques, I've been looking forward to this one. Schiffman is an aggressive and savvy sales trainer with a talent for organizing the tools of prospecting, interviewing, presenting and closing. His engaging, no-nonsense style is like a focused refresher course on the things really important to selling. And in one chapter he tells more about attitudes and traits of success than some entire books can encompass. Any sales rep looking for a book to help them move ahead now shouldn't overlook this one.
 

Prestbo is markets editor of the Wall Street Journal and Sease is a WSJ editor and writer. That's one clue of how plugged in this book is. And the authors take a pretty orderly approach, outlining the risks, rewards, vehicles to approach (such as American…

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This month, authors Po Bronson, Gary Rivlin, and Kara Swisher join in a seven-city journey aptly named the Silicon Valley Bleeding Edge Book Tour. In the high-tech realm, cutting edge won't do. Rather, innovation must run deep. It must draw blood. The tour opens in San Jose and ends in Austin.

Some 35 miles south of San Francisco sprawls an unremarkable expanse of low-slung buildings known as the Silicon Valley. It is the setting for an enclave of fertile minds dreaming up hardware and software for computers, fueling the burgeoning Internet, and invoking a synergy of creative spunk. It is also the backdrop for three new nonfiction books about Silicon Valley culture, high-tech competition, and the egomaniacal push to get ahead. Po Bronson's first work of nonfiction, The Nudist on the Late Shift: And Other True Tales of Silicon Valley, amuses with its physical descriptions and mesmerizes with its rendition of the technical mind.

The mountainous edges of the Silicon Valley, writes Bronson, rise up like the lip of a great big copper-bottomed frying pan of overpriced Revere Ware, and on the high heat of burning money everything and everyone in there melts into a boiling, spattering, frenetic stew. But what a stew! This is no amorphous clique of techno-nerds. It's a delectable blend of brainiacs, visionaries, and market-savvy moguls whom Bronson illustrates with color and verve. Bronson, best-selling author of The First $20 Million Is Always the Hardest, escorts readers through the synapses of Silicon Valley technical geniuses and then delivers the analogies that bring their visions home. And what of the nudist in the title? Local legend has it that a programmer on the late shift of a Valley animation company misread his office clock and, believing it was after 10 p.m., shed his garb. When he wandered down a hallway, members of the day crew were still hanging out and called security guards, who asked him to get dressed. Bronson tracked down the rumored nudist none other than David Coons, inventor of one of the first film-to-digital scanners, and anointed him the ultimate symbol of how Valley workers inject their personal values into the job. There was something innocent about his nakedness, writes Bronson, adding that the image was one of no distractions. Just a man, a computer, and a job.

While Silicon Valley set the tone for high-tech culture, America Online set the pace for dominance in the online industry. Kara Swisher charts the potholes on the road to success with aol.com: How Steve Case Beat Bill Gates, Nailed the Netheads, and Made Millions in the War for the Web. The book reveals battles for control of AOL, including a heavy-handed bid by Microsoft. It details the difficult online outages, user access crises, and debates over cyberporn and censorship. It also unveils prescient decisions about the growth of the online industry and some shrewd affiliations including one with the fledgling Motley Fool, an investor site that would become wildly successful in its own right. The Motley Fool founders, brothers David and Tom Gardner, figured their AOL contract based on hours of usage would pay them about $25,000 yearly. A short time later, the site was earning the pair some $60,000 a month. The widely recognized You've got mail greeting to AOL users was accomplished in 20 minutes by a broadcast executive paid $100. Now, when he meets people, Elwood Edwards says people occasionally tell him, I've heard your voice before somewhere. And when AOL marketer Jan Brandt pushed a direct marketing campaign to mail free AOL disks to tens of thousands of prospective users, the strategy was deemed questionable. It turned out to be wildly successful, boosting AOL users to the million mark inside one year. When AOL finally went public in March 1992 offering two million shares at $11.50 each Case's own shares instantly were worth more than $2 million. (He's worth some $400 million today.)

A year after the initial public offering, directors of AOL's board were fending off a hostile takeover attempt by Microsoft co-founder Paul Allen, by then an independent businessman. When Bill Gates entered the fray, he warned AOL execs: I can buy 20 percent of you or I can buy all of you. Or I can go into this business myself and bury you. Gates, co-founder of Microsoft and the most talked-about figure in the industry, is the focus of Gary Rivlin's The Plot to Get Bill Gates: An Irreverent Investigation of the World's Richest Man . . . and the People Who Hate Him. Rivlin's descriptions of Gates, as well as of the battles waged against him, are unabashed. Here is Gates, twisted like a corkscrew, one arm wrapped around his midsection as if reaching for an itch on his back he can't quite scratch, the other arm flying spastically into the air, head tilted to one side, mouth working. And that's just in the prologue. Gates is ensconced in Redmond, Washington. But his industry dominance looms over the Silicon Valley, which, in turn, is populated by entrepreneurs who want to best him before he trounces them. Rivlin calls it Bill envy. There is Larry Ellison, CEO of Oracle, developer of database management systems. Ellison is a multi-billionaire in his own right. Nonetheless, Rivlin notes Ellison was obsessed with beating Microsoft. So determined are Gates's competitors that Microsoft's chief technology officer declared the existence of Captain Ahab's Club, with the charter member one Ray Noorda, CEO of the networking company Novell. Noorda, it seemed, had a terrible obsession with Bill not unlike Captain Ahab's obsession with Moby-Dick. Rivlin's investigation of Gates and the industry that is fixated on him grips the reader because of its precision, detail, and perspective. And while at times the light that Rivlin shines on Gates seems a tad harsh, it is a ray that shows no favor. It shines not just on Gates, it also clearly illuminates the people who hate him.

Loretta Kalb is a writer in California.

This month, authors Po Bronson, Gary Rivlin, and Kara Swisher join in a seven-city journey aptly named the Silicon Valley Bleeding Edge Book Tour. In the high-tech realm, cutting edge won't do. Rather, innovation must run deep. It must draw blood. The tour opens in…

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It may well be the id of our economic decision-making. We spend with impunity, use our charge cards with abandon, and deliver unto ourselves the material goods our parents could not afford. We know better, of course. But on a powerful instinctual level, we don't care. Like Freudian characters on a whirlwind shopping spree, we are driven to dismantle our financial futures as we erode the spiritual side of our financial lives. Of course, it doesn't have to be this way, as these authors will attest.

The authors of two new books would have us conquer ruinous spending tendencies and set forth on a path of psychic fulfillment in our economic lives. As we embark on this path, authors of three other books would guide us in making the right choices in investing in the stock market, in mutual funds, and, ultimately, in ourselves. Let's begin with a key question: since we are capable of achieving wealth, why aren't we rich? Do we feel guilt for wanting more than we have? Insecurity about what we already possess? These emotions are potent psychological barriers to wealth. The Courage to Be Rich: Creating a Life of Material and Spiritual Abundance, shows how to overcome those hurdles. Abundance is available, promises Suze Orman, the book's widely known author and financial planner. Riches are attainable. But emotional obstacles can keep us from having what we want and fully enjoying what is ours.

Orman should know. The PBS luminary and author of the best-selling book The 9 Steps to Financial Freedom lost her courage after discovering that a burglar had plundered the files of her young business. While recovering from that devastating setback, she began to look at her personal life in a new way, following a course that eventually restored her pocketbook and replenished her personal well-being. In this, Orman's third book, the author tells how we can change our lives, too, leaving behind our mistakes as we seek to achieve personal and monetary wealth.

The author provides plenty of financial guidance, from home-buying to opening an Individual Retirement Account and charitable giving. She tackles common-sense questions typically not addressed in other money-management books: am I liable for the debts my spouse incurred before our marriage? (No.) Do I have a legal duty to support my spouse during marriage? (Yes.) One chapter focuses on what is yours, mine and ours in a relationship addressing many of the questions people face in second marriages or life partnerships.

Money, explains Orman, has its own life force that affects all aspects of our lives. If we neglect our checking accounts and accumulate belongings for which we have no immediate need, we strip ourselves of more than money. When we face financial bankruptcy, is it any wonder we face spiritual bankruptcy, too? The opposite condition the one to which we all aspire is Orman's vision of a rich and radiantly abundant life, where there is spiritual fullness and clarity of purpose, where we value people, money, and material things in that order.

While Orman delves into the courageous side of wealth, author Maria Nemeth's forte is the psychological power money holds over each of our lives. Nemeth's book, The Energy of Money: A Spiritual Guide to Financial and Personal Fulfillment, asks us to view our relationship with money as a metaphor for the other connections in our lives.

In short, basic assumptions we make about ourselves and our personal associations also govern our decisions about money. To understand this is to grasp motivations in nearly all our activities: Why we spend. Why we save. Why we go through life without properly defining what we want to achieve. Why we neglect or insidiously misdirect our personal lives. What's more, once we are swept in a misguided direction, how do we recognize where we went wrong and embark, instead, on the road to abundance in our lives and in our bank accounts? We are so immersed in the culture of currency, explains Nemeth, a clinical psychologist, that asking us to look at our relationship with money is like asking a fish to look at the water it's swimming in. Maybe so. But Nemeth does a commendable job of getting us to examine the lives we create for ourselves so that we may better recognize our motivations and fulfill our standards of integrity relating to our handling of money. Once we have identified our inner blocks to progress, writes Nemeth, we can abandon old beliefs, conquer obstacles, and willingly accept support from others. This, she promises, will set us on the path to mastering the energy of money.

Of course, as we begin to master money, we must learn how to properly invest it. The Book of Investing Wisdom: Classic Writings by Great Stock-Pickers and Legends of Wall Street serves as a foundation. Edited by Peter Krass, this anthology is a classic in a sea of modernistic investment theory, with contributions by stock-pickers and legends such as Warren E. Buffett and Abby Joseph Cohen.

The introduction traces Wall Street from its historical beginnings. Wall Street in Manhattan, for example, started as a 12-foot-high wooden stockade the Dutch settlers of New Amsterdam built to protect themselves from repeated attacks from the British. After the Dutch surrender, the British in 1685 built a road alongside the former stockade site and named it Wall Street. American securities trading and modern analysis, naturally, came later. But the connection to history seems evident still in Warren E. Buffett's contribution to the analysis section. Buffett studied under the late Benjamin Graham, who in 1934 co-wrote a seminal book on securities analysis and whose writings are included in the anthology.

Contributors also include gurus Peter Lynch, made famous for transforming Fidelity's Magellan Fund into a $13 billion powerhouse, and Abby Joseph Cohen, the woman who's assessments of impending market cycles are among the most closely watched on Wall Street. Martin E. Zweig of the top-ranked newsletter, Zweig Forecast, tells why it's sometimes better to sell short (bet that a stock will go down). And real estate magnate Donald Trump tells us why, on occasion, he fights back and wins. His telling observation: Money always talks in the end.

Making sound investment choices is central to the next book, The Winning Portfolio: Choosing Your 10 Best Mutual Funds by author Paul B. Farrell. There's no mystery to becoming wealthy. It takes discipline, writes Farrell, director of CBS MarketWatch's Mutual Fund Center. But it need not take all your spare time.

Indeed, Farrell's strategies for investing are refreshing and ingenious in their simplicity. Among them: do your own investing and focus on mutual funds. Start saving early in life (or right away if it's late) and do so with practiced regularity. Take full advantage of your employer-sponsored 401(k) plan. Select a portfolio strategy that meets your needs (such as income preservation v. aggressive growth), and hold onto your funds once you buy them.

Most appealing is that Farrell does much of the work for the investor by researching and compiling America's top 100 superstar funds. The top 100 is a welcome relief to anyone starting out in the 10,000-plus mutual fund world. The book conveniently breaks worthwhile funds into useful categories (index funds, aggressive growth, global and international, bond funds, and so on). Best of all, Farrell provides text on each selection, giving insight into fund managers, fund performance, and the investment strategies.

There's another facet of mutual funds that many investors will want to consider. In recent years, value or socially responsible funds increasingly have allowed investors to choose portfolios that mirror their own values. Investing with Your Values: Making Money and Making a Difference, by authors Hal Brill, Jack A. Brill, and Cliff Feigenbaum, is well-timed to meet this burgeoning market now a $1.3 trillion industry.

If you want to avoid companies that invest in tobacco or alcohol products, these funds can help you achieve your goals. Hope to avoid companies that engage in animal testing or make military weapons? The authors guide you through the process. The Brills are financial consultants specializing in social investing. Feigenbaum is publisher of the social industry newsletter, GreenMoney Journal. They identify funds that emphasize protecting wildlife or sustaining the environment. Other funds allow you to invest in your own community through affordable housing, small business, or community development lending. The book also tells how you can work to increase corporate responsibility on issues you care about through shareholder activism.

The writers have dubbed social investing natural investing. They define it as an act in which personal values and personal finance dwell together in mutually supportive symbiosis. Their concept is inviting: when we integrate our values with our money, we can achieve financial goals while making the world a better place to live.

Loretta Kalb is a writer in California.

It may well be the id of our economic decision-making. We spend with impunity, use our charge cards with abandon, and deliver unto ourselves the material goods our parents could not afford. We know better, of course. But on a powerful instinctual level, we don't…

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