You, Inc.: The Art of Selling Yourself [Anglais] [Broché]

Don't be deterred by the subtitle (initially I was) because, in fact, Harry and Christine Beckwith provide in this volume a wealth of invaluable insights concerning personal improvement as well as professional development rather than cynical self-serving strategies and tactics. They know exactly what Peter Drucker meant when he observed that "Each of us is a CEO." Moreover, they wholly agree with Bill George and countless others that the most effective CEOs are "authentic" leaders in that they demonstrate (in George's words) "the highest integrity, [are] committed to building enduring organizations...who have a deep sense of purpose and are true to their core values...who have the courage to build their companies to meet the needs of all stakeholders, and who recognize the importance of their service to society."

Moreover, this book is not - as at first I incorrectly assumed -- a significant departure from Harry Beckwith's previously published books. On the contrary, it is wholly consistent with the values he affirms in each. For example, except for commodities, I agree that people buy from other people, not from companies. When commodities are involved, competitors (e.g. Sam's Club and Costco) must "sell" themselves because their products and prices are about the same. In this volume, the Beckwiths point out that authentic people are credible - as are companies -- because they have earned respect and trust. What individuals "sell" may be invisible (decency, character, integrity, dependability, etc.) but authenticated or contradicted by their behavior. These are precisely the same values that Harry Beckwith affirms in his earlier works, notably Selling the Invisible and What Clients Love. As with most (if not all companies), whether or not an individual achieves success (however defined) will depend almost entirely by (a) what she or he does and, more importantly, (b) who he or she is. The standard of measurement is authenticity.

Of special interest to me are the "Successes and Delightful Failures" which the Beckwiths discuss (pages 275-306) because each focuses on basic human experiences with which any reader can identify. Better yet, with two exceptions (i.e. Larry Gatlin and Arnold Palmer), those involved will be wholly unfamiliar to almost all readers. They introduce us to them as if they were close personal friends of theirs. (In fact, they are.) The Beckwiths suggest that important life lessons can be learned from each of them and these lessons are best revealed within the narrative. The book ends with "three thoughts - no, three passionate convictions." And again, yes, I will not reveal them in this narrative. That would be like opening someone else's gifts.

However, although the Beckwiths have years of experience in sales and marketing, and are knowledge leaders in those separate but related "competitive sports," their book is only secondarily about selling and promotion. The primary focus is on personal development during the journey to self-fulfillment.

By the time the Beckwiths offer "three thoughts - no, three passionate convictions" as the book ends, they have made it crystal clear that each of us must be personally and fully accountable for what our life is...and isn't, for what our life becomes...and doesn't. During any "journey" of personal development and self-fulfillment, it really helps to have companions from time to time when help is needed.

Those who read this book will be grateful to have Harry and Christine Beckwith among their companions. And grateful to them for introducing them to others who also offer valuable insights: Larry Gatlin, Morrie Wagener, Arnold Palmer and "Dr. Buck," Sheryl Leach, "Bruce" from Procter & Gamble, Raphael Asti, and Gionanni Freeli. As readers then continue their own "journey," they will be grateful for the practical and principled wisdom the Beckwiths so generously share and, especially, for the pleasure of their company.

Boy voyage!

Those who share my high regard for this volume are urged to check out Bill George's Authentic Leadership as well as True North which he co-authored with Peter Sims. Also Michael Ray's The Highest Goal, James O'Toole's The Executive's Compass and Creating the Good Life, David Whyte's The Heart Aroused, Secrets of Success (an anthology of Fortune articles), David Maister's Practice What You Preach, and Success Built to Last co-authored by Jerry Porras, Stewart Emery, and Mark Thompson.

You, Inc. is really a great book. There is both good news and bad news about the book. It is extremely easy to read. You simply fly through the book. Which is good and bad. The lessons are so short and there are so many of them, it makes it difficult to absorb and remember all the great information.

But it is a book that you can pick up anytime and start reading anywhere in the book and find something valuable. All the lessons stand on their own. Harry presents over 150 ideas and lessons about how to make your business and/or yourself better.

If you are familiar with his other best selling works, "Selling the Invisible" and "What Client's Love", you will feel very comfortable with this book. (If you have not read these two book, I highly recommend them.)As you read the book, you will find yourself saying, "I know that." But as Harry instructs there is a huge difference between knowing and doing. And all too often, we think because we know, we do. As Beckwith points out, that is simply not the case.

Christine Beckwith, Harry's wife, contributes to the book. Her writing is a lot more personal and touching.

Harry gives a lot of insight into why we do the things we do. The book is filled with very valuable information and should be read ever so often as a refresher or reminder to do the things we know.

Well worth reading ... two or three times per year.

This is one of the top five business books I've read this year--and one of the easiest to read. Read it as a novel from cover to cover, or as a cookbook, dipping into sections of interest.

The title is deceiving. Selling often implies getting. You, Inc. is about giving. It is unlike Beckwith's previous bestsellers--it is less about processes and more about stories with a point the reader can apply

Above all else the book emphasizes the power of story. What do children want? Another story! What do they remember? Stories! As adults we're not much different. We are captivated by stories. Many of the authors' tips are related to cultivating the fine art of storytelling. And the author's demonstrate recursive ness--using the thing to teach the thing.

You'll be captivated by Morrie Wagener who built a wonderful series of auto dealerships--after first paying $2,000 to employees out of his own pocket to cover bounced checks his employer wrote. Or how a sandwich closed a sale worth $34 million--doubling the company's size in a day. Or how a "no" from both Larry Gatlin and Arnold Palmer became "yeses." All because of the homework that was done and because one of the authors had "paid it forward" over the years--and Palmer's oncologist saw the value of paying it back.

But as delightful as the stories are to read, read it for the lessons that will take you from where you are to where you want to be, for the right reasons--because you want to add value and make a difference.

This book can help you answer the question: What difference do you, you company, your product and/or your service make? And answering that will help you become a person of passion, and people connect with passion because we all want to feel excited about who we are, what we do, and the difference we make.

Armchair Interview says: A book about business--and your important role in it.