Rohit Bhargava, social media strategist and author most recently of Likeonomics, has a philosophy of business books that is based on the simple notion that such books need to be useful.
“There’s a difference between the moment when you buy a book that you think might be useful and when you actually open it,” he told me during the most recent episode of Marketing Smarts, “And I think that the moment when they actually open it, usually people have some sort of challenge that they’re trying to solve.”
If you are reading a book with a specific challenge or problem in mind, then you are reading it “with a personal agenda for what you want to try and get out of it.” Accordingly, the book has to speak to you from the get-go, draw you in, and convince you that it’s going to help you solve your problem.
And the best way to do all that is to start off by telling a story.
A Composer of Laughing
Naturally, then, Likeonomics starts with a story, specifically a story about a time when Rohit was on a pitch team that lost because its members were less likable than their competition.
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Rohit Bhargava, a marketing expert and leading voice on how to bring more humanity back to business. He was a founding member of the world?s largest team of social media strategists at Ogilvy, and he is the best-selling author of two business books. Likeonomics, his second book, focuses on why likeability is the real key to success and is a #1 Global Marketing Best Seller.