Reviewed by Joe Wisinski for Readers' Favorite

Elizabeth Chabe wrote The Giant's Ladder to assist scientists and engineers in marketing their work. Some of the concepts that Chabe writes about are understanding the market, creating a brand, developing a campaign, and deciding where to direct marketing messages. The book includes numerous examples, both hypothetical and actual cases, that worked or will work in successful marketing. There are sections on ethics, public speaking, and other aspects of marketing that are often overlooked by some who write about the topic. Chabe makes liberal use of bullet points, subheads, numbered lists, pull quotes, and white space to make her ideas easy to understand. There are also key takeaways at the end of each chapter to help readers remember what they’ve learned. The author is the CEO of a company that specializes in helping scientists and engineers to effectively market their work.

I’ve read many marketing books, and The Giant's Ladder is one of the best. Elizabeth Chabe provides extremely detailed ideas and step-by-step instructions about marketing. I liked that she emphasizes marketers understanding who their audience is as well as what they want and need. I also liked her liberal use of good writing techniques, such as plenty of white space, numbered points, and end-of-chapter summaries. The section on public speaking is superb and would be of value to anyone who must or wants to speak to an audience. Although Chabe writes for scientists and engineers, this book would be excellent for anybody who wants to market themselves, their organization, or their business. Chabe doesn’t gloss over the fact that effective marketing is hard work and may not always provide a return on investment. But those who follow the advice in her book will find it much easier to do the work of marketing.

Reviewed by Carol Thompson for Readers' Favorite

Harnessing Purpose: A Marketer’s Guide to Inspiring Connection by Melissa Fors Shackelford provides a transformative perspective on the marketing profession, shifting the focus from traditional metrics to the power of purpose-driven marketing. Shackelford begins by challenging marketers to examine the “why” behind their efforts, advocating for a marketing approach beyond sales to make genuine connections with customers. This involves a deeper understanding of one’s personal purpose and aligning it with the brand’s mission to create marketing campaigns that sell and build lasting relationships and community.

Melissa Fors Shackelford’s extensive background in leading marketing teams is evident as she explains how purpose-driven marketing can enhance engagement, increase satisfaction, and drive sustainable business growth. The book is structured to gradually guide marketers from an introspective look at their current practices to a more enlightened approach that aligns with their core values. Through chapters that explore various marketing dimensions, from team dynamics to resilience building, Shackelford offers practical advice and strategies for marketers at all levels to cultivate a more meaningful career path. The layout is exceptionally well done, making it easy to navigate. Harnessing Purpose is both inspirational and practical. It equips marketers with the tools to identify their unique purpose, integrate it into their daily tasks, and assess the impact of purpose-driven initiatives. Her emphasis on ethical marketing practices and her call for marketers to be catalysts for positive change are timely and impactful. This guide is a must-read for any marketer looking to transform their approach and impact through the power of purpose. It challenges conventional marketing wisdom by offering a fresh perspective that prioritizes long-term connections over short-term gains.

Reviewed by C.R. Hurst for Readers' Favorite

Prompting Originality: The A.I. Handbook for Humans by Norty Cohen and Delaney Ehrhardt presents an engaging and forward-thinking look at how to use artificial intelligence to promote creativity rather than stifling it, as is often claimed by those who see it as merely a means to an end. Instead, the authors ask their readers to consider AI as a superior tool to encourage better brainstorming and conduct more far-reaching research than mere humans could do alone. Divided into three parts – The Confidence Journey, The Experience Journey, and The Inspiration Journey – the book offers specific prompts and tips to develop confidence in the use of AI, to gain experience with it, and to inspire originality no matter the project. By doing so, Cohen and Ehrhardt provide an excellent resource for anyone about to embark on their AI journey.

What I loved the most about Prompting Originality is the bold and colorful graphic design that accompanies the text, which not only creates great visual illustrations of the concepts explored but also adds fuel to the creative “spark” Norty Cohen and Delaney Ehrhardt hope to inspire in their readers for their projects using artificial intelligence. The authors certainly practice what they preach. I also appreciated how so many of the suggestions could be adapted to many different professions beyond business, advertising, or technology. In truth, the book prompted some thinking on my part for new ideas for my self-publishing endeavors. I wholeheartedly recommend Prompting Originality for any creatives who wish to embark on an AI adventure of their own.

Reviewed by Carol Thompson for Readers' Favorite

Digital Threads: Mastering Digital Marketing for Small Businesses and Entrepreneurs by Neal Schaffer is an indispensable resource for anyone venturing into the complex world of digital marketing. In an approachable yet informative style, Schaffer demystifies the subject, making it accessible to small business owners, entrepreneurs, and even students of the craft. The book is thorough and well-organized, breaking down the elements of digital marketing into manageable sections. He starts by encouraging readers to adopt a winning mindset, which he argues is crucial for navigating the digital landscape effectively. From there, he covers essential marketing channels such as search engines, social media, and email marketing, providing insights into how these platforms can be harnessed to build a robust online presence. His advice on content creation is particularly valuable, offering tips on developing effective lead magnets and creating social media content that resonates with audiences.

Neal Schaffer emphasizes practical strategies and actionable insights, offering step-by-step guides and real-world examples to help readers visualize how to apply the strategies he discusses. This practical approach is enriched by his extensive experience, which includes speaking engagements around the globe and teaching positions at prestigious institutions. Moreover, the book tackles the integration of AI and other advanced technologies into marketing strategies. Schaffer illustrates how these tools can enhance marketing efforts and keep pace with technological advancements, making it a forward-thinking guide that equips readers for future trends. Industry leaders such as Michael Stelzner and Ann Handley support Schaffer’s methods, adding to the book’s credibility. These endorsements and Schaffer’s expert insights make Digital Threads a must-read for those seeking to elevate their digital marketing skills.

Reviewed by Foluso Falaye for Readers' Favorite

In Sticking to My Story: The Alchemy of Storytelling for Startups, Donna Griffit provides a valuable book of stories and guidelines for pitching and selling your startup ideas. You will learn how to use storytelling to polish your offering and get investors to sign the deals you hope for. The book reveals that looking at human history and the clues from our ancestors shows us how storytelling has always been a part of us. Donna also presents what she calls the four "chunks" of a startup pitch deck, which is an effective, smart structure for telling your story and getting investors to understand the needs you hope to meet. Additionally, the book examines the elevator pitch, how to get VC meetings, the future of storytelling, using AI in storytelling, and other useful topics.

This is not just a startup resource but is great for learning key communication skills. Recently, I was wondering how many problems to state before bringing up the solutions while writing about a solved problem. From the book, I found that the problems should pale in comparison to the solutions. Sticking to My Story exemplifies the reality of telling a great story, as the book is a joy to read. It's concise, filled with intriguing stories, and brimming with convincing ideas. Since Donna shares her experience with multiple startups and quotes from clients and friends in Silicon Valley, I felt convinced that her tips are trustworthy and genuine. No matter how solid your startup idea is, you will be better off reading this book and tapping into its knowledge reservoir. Let Sticking to My Story's brilliant success stories inspire you and guide you to become a success story yourself!

Reviewed by Pikasho Deka for Readers' Favorite

Not everyone is enamored with the modern corporate approach to selling, where businesses prioritize profit margins over client satisfaction. After working for noted companies such as Goodyear, GE, and Honeywell, Stan Gwizdak finally had enough of the corporate culture of greed and opened his own consultancy firm, The Kormac Group, to help clients get what they want. In Karmic Selling, Gwizdak explains how helping others without an agenda helps forge connections that inevitably lead to success. The author describes how prep work is the key to building connections. It includes researching the person, not just the company, on a professional and personal level. The book will teach you to plant the seeds for long-term relationships, how to approach the first, second, and third meetings, identify the needs of the clients, and much more.

With Karmic Selling, you will learn to use questions to direct conversations, anticipate uncomfortable questions, and build trust through conversations. Learn to differentiate between hard and soft follow-ups and always offer clients the opportunity to say no. Stan Gwizdak emphasizes the importance of having a system of taking and organizing notes and expanding one's circle of business friends. With each chapter, Gwizdak provides case studies and reflection exercises to help readers better grasp the points discussed within the chapter. The author uses personal anecdotes and stories from his life that led him to open his own firm, and this helps readers relate to the author and the subject matter on a personal level. This is one of the most unique books on selling I've ever read. Stan Gwizdak's approach is refreshingly authentic and very much needed for our times. Highly recommended.

Reviewed by Jamie Michele for Readers' Favorite

In Cultural Intelligence for Marketers, Anastasia Kārkliņa Gabriel speaks about the imperative for brands to move beyond stereotypes and superficial gestures and demonstrate a true understanding of cultural nuances and power dynamics. She writes about the evolution of cultural intelligence, proposing the Culture-Strategy-Innovation framework, which integrates cultural insight, strategy, and innovation while prioritizing inclusivity and equity. Gabriel introduces the Cs of Cultural Intelligence, leaning toward positive engagement with cultural communities and critical consciousness in marketing. She explores the complexities of representation and the decoding of cultural symbols, and the importance of context in consumer insights. Gabriel also discusses the transformative potential of culturally intelligent marketing, cautioning against tokenism and advocating for authenticity and accountability. Through case studies, conversations, figures and frameworks, she encourages brands to align with cultural movements authentically, promoting societal dialogue and fostering a more equitable future.

When I was growing up and started to dabble in cosmetics as a teen, I couldn't understand why I had to spend four times more on make-up than my friends, buying Shiseido because Revlon didn't make powders and foundations for the yellow undertones of East Asian skin. On the flip side of this, there was, and still is, the perplexing use of the word “oriental” as a perfume note. What does that even mean? For this reason, the standout part for me in this book is the section where Anastasia Kārkliņa Gabriel addresses the need for brands to implement brand accountability by considering the impact of their actions on the communities they interact with. And yes, this includes acknowledging historical exploitation and actively working toward equitable relationships with cultural communities. As Gabriel points out, we've come a long way, but there is so much further to go, which is why Gabriel's work is so important. Dozens of takeaways will positively impact all businesses in this book, and I do not doubt that moving toward implementation can only lead to greater success. Cultural Intelligence for Marketers is very highly recommended.

Reviewed by K.C. Finn for Readers' Favorite

Imposters on the Zoom! is penned by author team John Buie and Jason Hagerman in the marketing, sales, and self-improvement subgenres. This comprehensive and engaging work offers practical guidance for marketing managers, sales leaders, owners, and operators of B2B companies to generate more sales leads and overcome imposter syndrome. The book outlines strategies to generate revenue, direct and audit staff better, and master B2B lead generation, emphasizing the importance of overcoming imposter syndrome and setting new records for sales lead generation every month. This accessible and engaging volume is sure to provide valuable insights and actionable strategies for B2B professionals, both established and aspiring. Buie and Hagerman's comprehensive approach to lead generation and overcoming imposter syndrome takes on a really interesting personal, psychological, and emotional perspective that is accommodating and empathetic to readers' individual needs and limitations.

John Buie and Jason Hagerman's step-by-step plan, accompanied by templates, guides, and examples, makes it easy to implement the strategies outlined to achieve tangible results and to bend those ideas to meet specific needs from a suitably general initial format. The book covers a wide range of topics essential for sustained sales lead growth and revenue generation, and everything is well-organized and formatted so that readers can refer back to relevant sections for easy reminders. As they follow along with the detailed walkthroughs and learn about overcoming personal challenges, readers are sure to feel empowered to take control of their professional growth and drive success in their desired future roles. Overall, Imposters on the Zoom! is a valuable resource for anyone looking to thrive in the competitive world of B2B marketing and sales and one that I definitely recommend.

Reviewed by Doreen Chombu for Readers' Favorite

Using Behavioral Science in Marketing (Drive Customer Action and Loyalty by Prompting Instinctive Responses) by Nancy Harhut is a scientific marketing manual on increasing sales. The author gives strategies marketers can inject into their advertising campaigns to attract customers. Each strategy influences human behavior and is backed by scientific research. From making advertisements that trigger emotions to using wording that will stimulate customers to buy your product, this book has it all. The author explains how you can use loss aversion, social proof, storytelling, scarcity of products, multiple options, and many more tactics to make your product more desirable and memorable for customers.

Using Behavioral Science in Marketing is a fully packed book that can be used for academic or business purposes. Nancy Harhut left no stone unturned on each topic. She provides well-researched information and offers practical and visual examples of implementing these strategies. She refers to case studies on human mental and social behavior and how the outcomes apply to marketing and sales. The book also contains graphs and charts presenting data and experiment results. The author gives random quotes throughout the book that will make you view marketing in a different light. I related so much to what she wrote because I have made purchases based on the principles found in this book. We all want to sell something to make some cash. Whether you are running a small operation or a big store, I advise you to get a copy of this book because it will give you the perfect guide to advertise your goods or services to increase sales.

Reviewed by Joe Wisinski for Readers' Favorite

Living On A Smile: 16 Ways to Live a Big Life and Lead with Love is an accumulation of wisdom from a successful corporate executive. Jo Ann Herold started at the bottom in the food service industry and worked her way to the top. She shares what she learned in this book. Some of the chapter titles are “Progress - Go For It, Go Get It,” “Positivity: Be a Positive Light in the World,” and “Practice Joy, Feel Happiness.” The book is interactive in that readers are often asked to fill in their values, goals, and personal thoughts. There are what Herold calls “GoGos,” or personal to-do lists, at the end of each chapter, which readers are encouraged to complete. There are also ditties, which are fun, and creative summaries of that chapter’s teaching. Herold makes use of bulleted lists and charts for easy reading and effective explanations of her concepts.

I enjoyed reading Living On A Smile. Not only has Jo Ann Herold much wisdom and knowledge to share, she knows how to do it effectively. The interactive nature of the book is most helpful. One doesn’t merely read this book, you experience it, and that’s extremely important in a guide of this nature. I also liked the liberal use of bullets and charts, which are a great help in understanding the ideas under discussion. The ditties help make the book fun to read as well, but that is not to say that it’s not valuable. It is, and anyone at any stage of their career could profit from it. Every chapter contains useful information that, if applied, will help change readers’ lives. Read it for inspiration, to advance your career, and to learn from someone eager to help others achieve the same kind of success she has.