Archives for posts with tag: Brian Reich
One of the good and insightful guys in the business,  Brian Reich, has written an important book, Shift and Reset, which is a MUST READ for anyone who wants to lead/manage an organization in this hyper-connected age.
The slides above should give you an idea what his book has to offer and why you should consider buying the book.
Don’t expect a neat list for things you should do, a plan you can just follow along. Rather, expect conversation starters and ideas how to get real change started.
We don’t need other people telling us what will happen in 2012 or provide you with another forgettable checklist. We need you to be the change.


It’s the time of the year where we reflect on the year almost passed and, at the same time, we are in desperate need to find last-minute gifts. Below are a few of my favorite books of the year, insightful readings that shaped my year. (All links are non-affiliate)

Shift & Reset

Brian Reich, SVP/Global Editor for Edelman, is not happy with the state of non-profits and how many brands utilize Social Media to advance their objectives. Brian reveals a deep narrative that gives you a better understanding why the current methods of marketing increasingly fail and how to embrace the new paradigm. What I especially liked about this book that he doesn’t leave it to theory and big words. The book is filled with inspiring and clear action steps for non-profits and commercial brands.

The Flinch (Free)

Need a swift kick in the butt? Get this book now. It will kick you into action.

So, what is “The Flinch”? As author Julien Smith explains: “It’s a reaction that brings up old memories and haunts you with them. It tightens your chest and makes you want to run. It does whatever it must do to prevent you from moving forward. (…) Whatever form it takes, the flinch is there to support the status quo.”

The Flinch is not a marketing book, it’s a personal improvement book. When you read this book, you will learn something about yourself. And, who knows, you might just discover you have more guts and gumption than you ever imagined.

We Are All Weird

Any book list without mentioning Seth Godin’s work is not a complete list. Part of the Domino Project, “We are all weird”, nails what many have been saying is broken about marketing. The old days of blasting out your message to the masses and having it succeed are doomed. People don’t want mass marketing, they want me marketing.

Sure, mass markets will always exist and generic products and services will continue to garner profits, but they will become a minority and be outgrown by the new norm of being weird.

“The weird set an example for the rest of us. They raise the bar; they show us through their actions that in fact we’re wired to do the new, not to comply with someone a thousand miles away.”

It’s a quick read but one that will stick with you for a while.

Read This Before Our Next Meeting

Let’s face it: We all hate meetings, dread the weekly status, the meetings that exist for no reason, just to satisfy a corporate agenda. This book not only taps into this feeling and our meeting culture, but also suggests how to make meetings more effective, efficient, and worthy of attending.

So, if you’re sick of feeling like your time is being wasted by pointless meetings or are simply looking for ways to improve your professional capacity and productivity at work, then I highly recommend getting a copy. Buy one for all your co-workers, you might just transform your company in 2012.

Lost Decades: The Making of America’s Debt Crisis.

As a marketing professional, you need to understand the mechanics and details of our global economy because they determine behavior of current/future customers. “Lost Decades” is a comprehensive exploration of the political and economic roots of the current crisis as well as its long-term effective.

The authors show how financiers, politicians, and ideologues ushered in the crisis, and highlight the challenges we need to overcome to avoid more lost decades.

It’s a not an uplifting book but it gives you an understanding how silly the arguments and positions of our current breed of politicians are. If we get policy right, we’ll be fine in 10 years. If we continue on the current path of the two-party system ideologues, we might be in a permanent crisis.

Before I Go to Sleep

Let’s end on a positive note: “Before I go to sleep” is my favorite fiction book of the year.

Imagine waking up every day not knowing who you are. All memories disappear every time you fall asleep. Your partner is a stranger, explaining your life each and every day all over again. You used to have a normal life and now a mysterious accident forces you to live this bizarre existence.

I finished this book in one reading because of the strength of writing, and the way the author is able to transcend the basic premise and present profound questions about memory and identity. For me, this was the book of the year.


This week I participated in the Beyond Cause Marketing Summit, presented by causeShift.

The premise:

“Let’s face it – cause marketing isn’t getting the job done. For all the money and attention raised, not enough is being done to address the major challenges facing society today. It’s time to shift our thinking and approach.

Rather than rehash past campaigns, Beyond Cause Marketing will build on the success of last year’s run by gathering leading cause marketing practitioners from corporations, charities, and agencies together with disruptors and innovators from other disciplines to challenge the commonly held assumptions of cause marketing. This diverse group of leaders will create new frameworks and approaches for how companies, charities, and government can better engage and encourage the public to solve social issues.”

Scott Henderson and his team (Amy Mai Bertelsen  and Brian Reich) led us through one-one-one discussions and collaboration sessions, expanding the horizon. It was a very special morning and

Here are a few tweets from the morning, just to give you a few insights the group gathered:

  • @sloane: People want us to build a bonfire but give us 2 sticks, a match and it’s really cold & wet outside.
  • @sd913: Get out of your comfort zone and try things out!
  • @CaseyB: @stmhoward says we need more cause intelligence – be a listener that distills true meaning.
  • @sd913: Stop measuring: 1. Reach 2. Size 3. Awareness/Impressions
  • @sonarc: data/=insight. more data/=more insight, more likely = confusion. Telling a story based on data? priceless
  • @sd913: Social is about finding expertise rapidly. Bringing teams together. Organizing ppl in a rapid fashion to take action
  • @sattler360: Lots of small actions can add up quickly. Time to change ‘go big or go home’ to ‘go small lots of times?
  • @TeshiShell: We need to start treating social as an ecosystem instead of individual tools, says @calebbarlow of IBM
  • @mktg4good: @brianreich – stop what you’re doing, simplify your purpose into an 8 word sentence, communicate it, see what happens

It’s just the beginning of a journey.

My biggest takeaway is that we just need to get started. Yes, we have major economic problems and I’m big fan of being aware of the macro-economic issues and challenges, building a better world in the spirit of Umair Haque’s The New Capitalist Manifesto: Building a Disruptively Better Business. But we have to make sure to start the work now, in the spirit of Seth Godin’s premise of Linchpin.

Changing the world can be as simple (and brilliant) as finding a new use for a bottle of water.

Low-cost, high-impact, life-changing.

Rock on.