How the World Sees You: Discover Your Highest Value Through the Science of Fascination (Anglais) Relié – 1 juillet 2014
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Description du produit
Revue de presse
“[An] engaging, lively work... This hands-on work is worth the time of anyone trying to set him or herself apart in an ever-more competitive job market.” (--Publishers Weekly)
Présentation de l'éditeur
Sally Hogshead believes the greatest value you can add is to become more of yourself.
Hogshead rose to the top of the advertising profession in her early 20s, writing ads that fascinated millions of consumers. Over the course of her ad career, Sally won hundreds of awards for creativity, copywriting, and branding, and was one of the most awarded advertising copywriters right from start of career, including almost every major international advertising award.
She frequently appears in national media including NBC's Today Show and the New York Times. Hogshead was recently inducted into the Speaker Hall of Fame, the industry's highest award for professional excellence. Her advertising work hangs in the Smithsonian Museum of American History.
The science of fascination is based on Hogshead's decade of research with 250,000 participants, including dozens of Fortune 500 teams, hundreds of small businesses, and over a thousand C-level executives.
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Détails sur le produit
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Meilleurs commentaires des clients
L'authenticité s'avère donc la meilleure stratégie à mettre en oeuvre pour trouver sa voie.(Est-ce vraiment une idée originale ?)
Issue de la publicité où elle semble avoir eu quelques succès, notamment en promouvant l'idée de mettre en avant le pouvoir de fascination d'un produit en décelant et accentuant ce qui le rend différent des autres, Sally Hogshead a voulu, dans ce livre, l'appliquer non plus aux produits ou aux entreprises mais aux personnes.
Pour cela elle a bâti une typologie qu'elle présente dans ce livre à partir de 7 déclencheurs de fascination : le pouvoir, la passion, la "mystique" (qui réfléchit avant de parler), le prestige, la vigilance (alert), l'innovation, la confiance. En mettant en évidence les 2 caractéristiques principales de chaque personne, elle produit ainsi une typologie de 49 profils.
Une part importante du livre réside dans la description de ces profils. Son but est de vendre le test qu'elle a construit et d'en faire une référence au même titre que le MBTI ou le test de Holland (RIASEC). Ceux qui achètent le livre ont droit à un test gratuit.
Voilà donc ce que propose ce livre. Et plusieurs choses m'ont déplu.
D'abord, le test donne un résultat qui me surprend. Cela questionne sa pertinence (ou celle de sa typologie) et sa validité (à moins que je ne sois un individu très atypique, mais j'en doute).
Les 7 déclencheurs de fascination couvrent-ils l'ensemble des cas possibles ? J'ajouterais bien, par exemple, la simplicité.
Le concept de fascination, sur lequel repose tout son édifice, reste à préciser et les mécanismes qui la produisent à mieux décrire.
Comment découvrir comment le monde nous voit sans interroger les autres ?
Bref, il y a beaucoup à redire sur cette tentative, bien marketée, mais d'une consistance assez pauvre. Sorti de l'effet fascination qu'elle a voulu mettre dans son produit pour attirer le lecteur, ça a marché pour moi et déclenché l'acte d'achat, j'ai trouvé que ce test et cette typologie n'apportent pas grand'chose par rapport au test de Schein ou celui de Holland.
Bref, c'est la déception qui domine après la lecture de ce livre qui promet plus qu'il n'apporte.
Commentaires client les plus utiles sur Amazon.com
Even though I love the book and still recommend you read it, the quiz that comes with the book is now offered all over online with a sign up code you can google. I took this "How the World Sees You" quiz again a year later and got different results! Take the quiz with a grain of salt.
I had originally given this book 2 stars because of how the publisher really messed up the delivery of the digital versions of this book but now after I've actually read the book, I'm upping the rating to 5 stars for the amazing content!
I had to buy this book because I have always wanted to know what the world thought about me. What sold me was in the video on the book's website, Sally pointed out that other assessments (like the MBTI) tell you how you see the world but none really tells you how the world sees you! This was a darn valid point because my view of myself might be skewed based on traumatizing life experiences, guilt or pride, or my belief of myself based on what people have labeled me as previously. Needless to say, I was super excited to read this book and take the assessment!
I would say the content in this book was both what I had expected and what I did not expect. I had expected to learn more about my personality through this book and I definitely did! The books walks you through all 49 archetypes (or personality profiles) and the in-depth descriptions of each, just like any other personality inventory. What I did not expect was that many of the research and anecdotes presented in this book deal with the workplace and how you can leverage your personality "advantages" to be success at your job. If you are looking for a book that describes in-depth psychological thought patterns or behaviors in a scholarly or clinical manner, this is not the book!
In fact, the premise of this book is all about formulating and recognizing your personal branding and helping people you work with recognizing it too so you can "sell" your value in the work place. This book teaches that instead of trying to be the best at everything or be a jack of all trades, really put your eggs in one basket and try to excel at your predominant personality advantages and avoid your dormant advantage (the one you are not very good at). The 7 advantages are Innovation, Power, Passion, Mystique, Prestige, Trust, and Alert. The top two advantage determine which one of the 49 archetypes you are. You'll have to read the book and take the quiz to find out your archetype. As far as I know, this is ground breaking, new way of categorizing people, and the in-depth archetype info is not published on the Internet (only in Sally's book).
As far as the quiz goes, a couple of my coworkers and I have taken it and we found it to be generally accurate in regards to the primary advantage. However my coworkers got ties for their secondary advantage and the quiz result did not really match up with what I thought of my coworkers! I could leave or take the assessment really. It might be easier to just give your coworkers the advantage matrix included with the book (also found on Sally's website) and just ask your coworkers what they think your top two advantages you are. After all, your results should match up with what your coworkers really think of you, right?
What I love about this book is that it stays very positive and doesn't make you feel bad about yourself for scoring high on a "less desirable" personality trait. This book explains the value and importance of all 49 archetypes and how a successful team needs all the advantages to succeed. After all, I guess that's why they are named advantages! I would not say this is true for other personality indicators like the Meyer Briggs or the Big Five. Discussing those test results with others always made me felt bad for scoring high on introversion. It makes me feel that I'm socially awkward because can't have fun at big parties or end up feeling drained when I have to talk to people. The corresponding introverted trait in this book would be Mystique but Sally came up with a cool name for it and taught me how to sell the trait as an advantage! (Plus, Mystique reminds me of the cool mutant from X-Men).
I have recently finished the third part of the book that helps you formulate your own personal anthem/personal brand. I like how the work is already done for me with the list of adjectives Sally provided for my archetype, so I don't have to think too hard to come up with my own 9 second elevator speech. I am now trying to incorporate my anthem in all my introductions: initial face-to-face meetings, my resume, even my online dating profile!
Lastly, I recommend that you buy the PHYSICAL hardcover copy of this book instead of the audiobook or the Kindle Ebook. I have bought this book in 3 different formats---see reason in original review below--and I found the hardcover copy to be the superior version. The book reads much like an reference manual, with many charts and tables and the profile descriptions of the 49 Archetypes separated into sections. You really need the book in front of you so you can flip through the pages to find and read about the profiles as you encounter them and refer to the diagrams. On the other hand, the Ebook is too difficult to navigate and the text on many of the diagrams were blurry and the Advantage matrix was presented in black and white. The audio book came with a companion pdf but all diagrams and charts in it were also black and white. If you get the hard covered book, the 49 Advantage matrix is at the front and back of the book in full color! For the Ebook, you lose much of the formatting of the content.
As for the audiobook, I enjoyed listening to Part I of the audiobook and I loved how the author narrated most of the book herself. For a while, it sounded like I was attending a workshop led by Sally herself. However, the unabridged audiobook proved too tedious to listen to after Part II (which is maybe 3 hours into the book?). The profile pages of each of the 49 Archetype was read in a separate chapter in the audiobook and an overwhelming number of chapters had repetitive sections that explained--over and over again--what a "wellspring" is or what "quick sand" is or why you need to know your primary advantages in order to fascinate people. After looking at the physical copy of the book, I realized it was because the book's formatting contained many section titles or bulleted lists or takeaway boxes that summarized what previous paragraphs had already said. I guess since it is the unabridged version, they read all these summary sections, too! Imagine hearing someone reading an essay about a topic and then rereading the same info to you again 5 minutes later, except this time as if all the information where condensed in a PowerPoint slide deck. I also don't like how none of the chapters in the audiobook are labeled with section names (at least not in the Audible.com version) so I could not easily skip to the chapter that talked about the archetypes I actually cared about.
Other than my complaint about the digital versions of this book, I give this book 5 stars. I would not be surprised if this book ends up on the NY Times best-seller list! I'm telling all my coworkers about it!
-----ORIGINAL Review from 07/05---Please see comments: the issue has been addressed-----
The Kindle version and the Audible version of this book do not come with the one-time code to access the free Fascination Advantage Assessment like the book contents and the product description claims! I am royally upset because I went out and bought 2 copies of this book in different formats and I haven't been able to actually find out which of the 49 Archetypes personalities I am. I also spent a good hour sitting on customer support for the Audible, Kindle, and Hardcover book departments to ask if they can confirm I can get this code. Customer support didn't know what I was talking about. I don't know if this is poor execution due to the publisher or Amazon!
In Part I of this book and the intro, Sally reads in her audiobook that I was suppose to have gotten this code with the audio book for the assessment later! This was recorded in the audio book! In Part II of this book, Sally starts talking about how I should take a moment to take the complementary assessment to find my personality type then come back to listen to the description of each of the archetypes. Since I was not given this code and therefore cannot take the assessment, the rest of this book is useless for me because the advice I need to follow depends on the results of that assessment.
I could technically go read the descriptions of each of the 49 archetypes (or personality types) mentioned in this book and pick the one that most resonates with who I think I am but that would defeat the purpose of finding "how the world sees me". Picking out the one that most suits me would be like evaluating "how I see myself".
It seems like the only way to get this code is to buy the hardcover version of this book, but I could not confirm this with the Amazon customer support either. It should be some kind of insert stuck in the back cover that you have to scratch off to reveal a one time use code. Publisher, please update your digital book content to match what you are advertising!
Having said that, I found a few issues with this book.
First of all, if you are already familiar with Fascination Advantage (I was, having taken the test long before this book came along), I don't recommend buying the book. It had nothing new to offer to me. I was not impressed with the so called "anthem". To me the anthem seemed like the author lost track of her own fascination advantage somewhere along the way and had an urgent need to make more money. (It's offered as a different product on the website, for $197 !!
As I read through the book, I got this strong feeling that the author is still inexperienced as a book writer. The style of writing is as if this is a 10 minute video, or a short internet article. In fact, those seem to be strong areas of Ms. Hogshead. I've watched her video presentations and found them to be good. But a book needs a very different kind of buildup towards the points it's trying to present. This is as much the fault of the editor as of the author.
Now comes the most fundamental issue I have with this book as well as the research behind it. I think Sally Hogshead's research is still work-in-progress. In my opinion, it's not a finished product. To understand this point, please try the following:
1. Read through all the archetypes and see how much each applies to you. I was initially surprised to find that I seemed to fit into many of the archetypes described in the book. (This is not something you'll understand by taking the test, because the test only gives information about your own archetype.) Eventually I was confused - did I take the test correctly at all? It seems to me that perhaps a person has several different strengths, and maybe different strengths can apply to different situations? I haven't done any research on this so I can't comment with any authority. But I can no longer hold on to the "Aha moment" I had when I first got the test results.
2. Since the fundamental premise of the book is about how "others" see you, try the same on others. That is, try to figure out which archetype applies to people you know. Here came the surprise for me - it was extremely difficult to fit my acquaintances, friends, family into any single archetype - even when I clearly knew what their strengths were.
Sally Hogshead has certainly done some pioneering work in her area of expertise. But she needs to focus on completing her life's work rather than prematurely marketing it as a finished product. I wish her all the best.