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Innovation strategist and founder and partner at Human 1.0, and co-author of the perceptive and visionary book The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media, Francois Gossieaux, describes how it's too easy to be carried away by the media portion of social media. Being concerned with only the media prevents a business from becoming what Francois calls hyper-social He shares the five steps to becoming hyper-social which means forgetting many previously held ideas. Now is the time to stop marketing to consumers and find communities and start socializing instead.

Francois Gossieaux is my internet radio show guest on Blog Business Success; hosted live on BlogTalkRadio.

The show airs live on Thursday, December 16, at 8:00 pm Eastern Time; 5:00 pm Pacific Time.

Innovation strategist and founder and partner at Human 1.0, and co-author of the perceptive and visionary book The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media, Francois Gossieaux, describes how it's too easy to be carried away by the media portion of social media. you will learn:

* Why it's critical for business to embrace and participate in social media

* How to engage customers in conversation to build online relationships

* What it means to be a hyper-social organization

* How to become a hyper-social organization in all aspects of the company



Francois Gossieaux (photo left) is a high energy, innovative marketing professional in the Boston area.

Francois is currently a partner and co-founder at Human 1.0 (formerly Beeline Labs), a boutique marketing innovation firm helping clients create new customers by humanizing themselves and their brands. He is also a senior fellow and board member with the Society for New Communications Research.

Francois Gossieaux also co-founded and co-leads the yearly Tribalization of Business Study, an annual study in partnership with Beeline Labs, Deloitte and the Society for New Communications Research. As part of the study, the researchers survey and analyze how companies leverage communities and social media as part of their business processes.

Francois is also active in all areas of social media online.

My book review of The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media by Francois Gossieaux and Ed Moran.

Listen live on Thursday at 8:00 pm Eastern, 5:00 pm Pacific time.



If you miss this very informative show, it will be available for free download as a podcast for iPod, iTunes, and MP3 players; or play it right on your computer. To download this, or any other of my guest interviews, go to the Blog Business Success host page and click on Archived Segments. Once there, click on the podcast icon at the end of the episode description, to download the show free of charge for your listening enjoyment. You can also subscribe to the show feed.



To call in questions for my guest, the number is: (347) 996-5832

Let's talk with innovation strategist and founder and partner at Human 1.0, and co-author of the perceptive and visionary book The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media, Francois Gossieaux, as he describes how it's too easy to be carried away by the media portion of social media. Being concerned with only the media prevents a business from becoming what Francois calls hyper-social He shares the five steps to becoming hyper-social which means forgetting many previously held ideas. Now is the time to stop marketing to consumers and find communities and start socializing instead on Blog Business Success Radio.

Tags: The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media, Francois Gossieaux, social media communities,, Blog Business Success, Blog Talk Radio.

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The Hyper-Social Organization

Eclipse Your Competition by Leveraging Social Media

By: Francois Gossieaux, Ed Moran

Published: June 21, 2010
Format: Hardcover, 320 pages
ISBN-10: 0071714022
ISBN-13: 978-0071714020
Publisher: McGraw-Hill





"With the rise of social media, which provides a massive platform of participation and a social infrastructure that is finally catching up with the commerce infrastructure, the social element is reentering commerce and business with a vengeance", write co-founder and partner at Beeline Lab, Francois Gossieaux, and Director, Deloitte Services LP, Ed Moran, in their perceptive and visionary book The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media. The authors describe how social media has transformed the entire concept of relationships with customers, from one of marketing to a new world of socializing in the communities of the customer's own choosing.



Francois Gossieaux (photo left) and Ed Moran recognize how the consumer landscape has changed beyond recognition, from one where one way broadcasting of marketing messages dominated, to one where social media interaction with customers is the new normal. Because of this transition from a controlled marketing message world to one of interactive social media, the authors exhort business to become what they call hyper-social. As the authors emphasize, business people who ignore the power of social media, or become intimidated by the media aspect, will lose their potential customers to the competition. A failure to socialize with consumers, in their growing online social communities, is a missed opportunity to interact and engage with people on a human level.



Ed Moran (photo left and Francois Gossieaux guide business people toward the new dynamic interactive world through becoming hyper-social. For business people steeped in the fast becoming obsolete marketing paradigm, the authors provide a blueprint for making a successful transformation into a hyper-social company. To be successful at interacting in communities and tribes, and for recognizing the identities of each customer, the need to understand the social landscape is critical. Their five steps to changing to a hyper-social company, as outlined by the authors, are as follows:

* Forget technology—understand the four drivers of successful communities.
* Forget market segments and consumers—think tribes and humans.
* Forget company-centricity— think human-centricity.
* Forget channels—think networks.
* Forget process and hierarchies— think social messiness.

For me, the power of the book is how Francois Gossieaux and Ed Moran combine the theory of hyper-social organizations with practical steps to entering the dynamic and exhilarating social media milieu. To support their concepts, the authors share the latest research into online consumer social networking behavior. The addition of the study findings strengthens the case made by the authors and underlines the sea change taking place right before the eyes of business people. Those organizations that choose to embrace the new social world of communities, tribes, and one on one engagement, will prosper.

Business people who fail to make the transition to the social media communities will lose their customers. They will also be at a loss as to how to recover those lost customers, as their traditional channels will no longer reach or influence them. The authors share a powerful vision of an entirely new marketing landscape that will not resemble anything that was seen formerly as marketing. The personalization of the online media has passed the point of no return. As a result, it's essential for organizations to make the move to a social basis, or risk falling behind their hyper-social competitors entirely. This book provides the tools necessary for making a seamless and effective transition from traditional marketing company to that of a hyper-social organization.

I highly recommend the insightful and important book The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media by Francois Gossieaux and Ed Moran, to anyone seeking an approachable and research based road map for navigating through the new social media landscape. The book answers the most difficult questions that arise when business people consider taking that tentative first step into using social media to interact with existing and potential customers. The authors provide the theoretical background as to why it's critical to become part of the social media conversation, and the practical tools to become fully integrated in social media communities and tribes.

Read the landmark book The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media by Francois Gossieaux and Ed Moran, and take the bold initiative toward being a hyper-social organization. Your competition may already be using social media, but if your business becomes hyper-social, you will leave them far behind.

Tags: The Hyper-Social Organization: Eclipse Your Competition by Leveraging Social Media, Francois Gossieaux, Ed Moran, social media communities, business book reviews.

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The Essential Guide to Getting Your Book Published

How to Write It, Sell It, and Market It . . . Successfully

By: Arielle Eckstut, David Henry Sterry

Published: November 11, 2010
Format: Paperback, 480 pages
ISBN-10: 076116085X
ISBN-13: 978-0761160854
Publisher: Workman Publishing Company










"Writers now have breathtaking new ways of connecting with and getting their work directly into the hands of readers. And they no longer have to rely on a small group of publishing experts in order to get published. Because there is no barrier to to publishing", write publishing experts and Book Doctors, Arielle Eckstut and David Henry Sterry in their comprehensive and idea packed book The Essential Guide to Getting Your Book Published: How to Write It, Sell It, and Market It . . . Successfully. The authors set out a blueprint for creating an idea, developing a book on the topic, getting that book published, and delivering it to readers worldwide.

Arielle Eckstut and David Henry Sterry understand the challenges of writing a book and in getting the final manuscript published and marketed well. The authors point to the importance of passion as one of the most critical elements necessary for publishing success. Without the passion for the book's idea, a would be author might not have the drive needed to carry the book through to completion and for the marketing effort. Along with the important aspect of being passionate about the book's subject matter, Arielle Eckstut and David Henry Sterry share their four principles of successful publishing:

* Research
* Network
* Write
* Persevere




Arielle Eckstut and David Henry Sterry (both in photo left) recognize the dramatic and systemic changes that have altered the publishing landscape. As a result, their advice doesn't cover just traditional book publishing. The authors also share techniques for self publishing a book, and for utilizing the alternate book formats including ebooks, audio books, and even for publishing online. Arielle Eckstut and David Henry Sterry offer step by step advice for every facet of the book publishing process, and also include the crucial but often overlooked areas of copyright, contacts, payment, and legal protection. Along with the valuable tips on taking care of business, the book also contains the always vital area of book marketing. While a book may be great, and convey the passion and knowledge of the author, without a marketing plan even the best book will fail to find an audience. Arielle Eckstut and David Henry Sterry provide marketing concepts that include both conventional and unconventional channels to promote and sell more copies of the finished product.

For me, the power of the book is how Arielle Eckstut and David Henry Sterry remove the mystery from book publishing, and present a complete handbook for achieving success as an author, from start to finish. The authors leave no stone unturned, and make it clear to the would be author that writing a bestselling book is possible, but requires much work on the part of the writer. Because of the effort involved in writing, contracting, and marketing a book, the authors emphasize that the author must be passionate about the subject or plot of the book. Anything less, and the book is likely to not do as well in any facet of the process.

Arielle Eckstut and David Henry Sterry present two very important and useful sections on the business of book publishing and on marketing the book through traditional and guerrilla methods. These two critical topics are not always included in books on publishing, making this book even more essential for the serious author. An added bonus feature provided by the authors are the many author resources in the appendix. Overall, the book is a treasure trove of information that will benefit any aspiring or experienced author.

I highly recommend the essential and very practical book The Essential Guide to Getting Your Book Published: How to Write It, Sell It, and Market It . . . Successfully by Arielle Eckstut and David Henry Sterry, to anyone seeking a one stop advice book for becoming a successful author. The wealth of information contained in this wonderful book makes it a must for any novice or long time author.

Read the valuable and information filled book The Essential Guide to Getting Your Book Published: How to Write It, Sell It, and Market It . . . Successfully by Arielle Eckstut and David Henry Sterry, and discover the insider secrets to becoming the successful published author of your dreams. From idea to sale, this is the book to unleash the bestselling author within you.

Tags: The Essential Guide to Getting Your Book Published: How to Write It, Sell It, and Market It . . . Successfully, Arielle Eckstu, David Henry Sterry, book publishing, business book reviews.

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Dethroning the King

The Hostile Takeover of Anheuser-Busch, an American Icon

By: Julie MacIntosh

Published: October 26, 2010
Format: Hardcover, 408 pages
ISBN-10: 0470592702
ISBN-13: 978-0470592700
Publisher: John Wiley & Sons













"Anheuser-Busch dubbed its flagship brand the "King of Bears" and spent more than half a billion dollars on marketing each year to make sure it became an American institution", writes award winning financial journalist Julie MacIntosh, in her in depth and spellbinding book Dethroning the King: The Hostile Takeover of Anheuser-Busch, an American Icon. The author describes how the mystique surrounding the iconic brewery came crashing down when the company was purchased by Brazilian brewing colossus InBev, and the one time symbol of America passed into foreign hands.

Julie MacIntosh weaves an intricate tale of backroom intrigue, strife and infighting within the Busch family, and how even the largest American corporations are potential takeover targets in a globalized marketplace. The author brings to light the often overlooked story of how Anheuser-Busch, reeling from backroom squabbles, family disagreements, and board that no longer trusted the judgment of family scion August A. Busch IV. The fortunes of the brewing giant had been sliding downward from its glory days of controlling 52 percent of the American beer market. In those halcyon days, Julie MacIntosh points out that Budweiser was one of the most recognizable and dominant brands in the United States. By 2008, however, those glory days were already a well faded memory, and the family dispute weakened corporation was ripe for takeover. The company with its eye on Anheuser-Busch was InBev of Brazil.



Julie MacIntosh (photo left) describes how InBev, formed in 2004, was almost completely unknown in America. The author shows how InBev was not only aggressively seeking takeover prospects from within the ranks of the best known American brands, but is a very financially oriented company. With their sharp focus on costs and revenues, they saw a vulnerable target in brand icon Budweiser. As the near Shakespearean family battles between the powerful and dominating August A. Busch III and his son the less able August A. Busch IV intensified, InBev saw a window of opportunity open in their favor. In an all cash deal, completed just as the world economy was teetering on the brink of collapse, the sale was completed, with Anheuser-Busch no longer being held in American hands. From the flagship Budweiser brand to the famous Clydesdale drawn wagons, the entire corporation became the property of Brazil based InBev. The legendary beer would become, in many ways, a bellwether of the relentless march to globalization and worldwide markets for all products.

For me, the power of the book is how Julie MacIntosh presents the takeover of Anheuser-Busch as a compelling multi-faceted business story. The author painstakingly researches every aspect of the sale of the corporation, from the earliest days when the deal was beginning to take shape, to the hectic conclusion of the transaction. Julie MacIntosh bases her book on a combination of public financial records and exhaustive personal interviews with people in both companies, ranging from the top executives to the rank and file employees. The book is well footnoted and annotated for accuracy and to help other researchers continue to study this fascinating adventure story. By placing the narrative in the context of the global marketplace, while sharing insights into the larger than life personalities involved, Julie MacIntosh presents an epic tale.

The bitter family battles between the domineering August A. Busch III and his in over his head son August A. Busch IV, are joined by the company's out of touch board of directors, and by the powerful Carlos Brito of InBev, in a power struggle of global proportions. The aftermath of the takeover saw the continued decline of Anheuser-Busch, and that saga continues to unfold in a global economy. The story of Anheuser-Busch, as the author describes it, is a fitting metaphor of the onward march of globalization, where there is no company too large to avoid being seen as a takeover target. This book serves as both a cautionary tale and a wake up call for American companies, where ignoring the global markets and foreign competitors can lead to the takeover of any size of corporation.

I highly recommend the landmark book Dethroning the King: The Hostile Takeover of Anheuser-Busch, an American Icon by Julie MacIntosh, to anyone seeking a definitive account of the takeover of American corporate icon Anheuser-Busch by Brazilian owned brewing giant InBev. The author presents the acquisition of the legendary company as both a family fight to the finish, and as a piece of the ever expanding influence of foreign owned companies as power players in the international market. This book points to more such foreign takeover events in the future, unless American management changes the way it conducts business and defends its legacy brands.

Read the important and compelling book Dethroning the King: The Hostile Takeover of Anheuser-Busch, an American Icon by Julie MacIntosh, and discover the inside story of of the sale of one of the oldest American companies, and how the personal and boardroom rivalries and battles led to that result. This book is, in many ways, a glimpse into the future of American corporations, as they face the harsh reality of the global economy.

Tags: Dethroning the King: The Hostile Takeover of Anheuser-Busch, an American Icon, Julie MacIntosh, mergers and acquisitions, business book reviews.

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Breakthrough!

A 7-Step System for Developing Unexpected and Profitable Ideas

By: Paul Kurnit, Steve Lance

Published: October 29, 2010
Format: Hardcover, 224 pages
ISBN-10: 0814415628
ISBN-13: 978-0814415627
Publisher: AMACOM











"People think breakthrough ideas are a matter of luck. The truth is, they're the result of careful thinking, planning, and execution", write marketing experts Paul Kurnit and Steve Lance, in their revolutionary and innovation generating book Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas. The authors describe how idea creation and successful innovation is not only possible, but should be an integral part of any organization's strategic and operational planning and processes.

Paul Kurnit and Steve Lance understand that many business people believe that breakthrough ideas, products, and services are difficult if not impossible to create and develop within their companies. The authors demonstrate that the problem is not a lack of ideas or creativity within the organization, but rather a lack of knowledge of the steps necessary to transform an idea into a marketable and successful product or service. The authors point to the many breakthrough innovations, that at first glance seemed unnecessary or even ridiculous, but were in fact simply in need of a plan to take them to the marketplace. One of the critical first steps in making the leap to achieving a breakthrough is to change the perception from one of how the idea won't work, to a mindset of how to make the idea a success.



Paul Kurnit (on left in photo left) and Steve Lance (on right in photo left) provide the essential steps, all of which must be followed, to change the perception of ideas from one of them not working, to one of creating and developing marketable and profitable innovations. The authors share the essential questions that must be asked about any new idea or innovation to help drive the process forward or to move on to the next idea. The seven step program, recommended by the authors, takes much of the guesswork out of the innovation and development process:

* Put an end to business as usual
* Get business buy-in
* Organize the team and process
* Build momentum for the idea
* Develop the plan
* The launch

With these seven steps in place, according to the authors, the creation and development of new and breakthrough products and services will become second nature to the organization.

For me, the power of the book is how Paul Kurnit and Steve Lance combine the theory of developing potential breakthroughs, with the practical steps necessary, to make the innovation a successful product or service in the marketplace. The authors combine their theory and process with illustrative examples of well managed breakthroughs by well known companies. They also show the reader how badly introduced innovations became famous flops, rather than profitable breakthroughs. Not only do Paul Kurnit and Steve Lance show the business person what went right with successful market introductions, but what went wrong with the failures.

The lessons from the real world case studies are instructive, and add real depth of understanding to the book's theory and practical steps. Instead of relying on luck, the authors propose a system, that can be used over and over again, to create innovative products and services. Not only does the process guide the company toward being the first in the marketplace, but the best prepared to triumph over the competition. As the authors point out, there are no shortcuts to developing winning products, but by following the seven steps, the innovation stands a much greater chance of success.

I highly recommend the innovation success building book Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas by Paul Kurnit and Steve Lance, to anyone seeking a blueprint for transforming ideas into marketable products and services. The authors share the guidance to utilizing their seven step plan for developing breakthroughs that will place a business in the leadership in their industry.

Read the product idea enhancing book Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas by Paul Kurnit and Steve Lance, and turn your business into a veritable creation machine of new and exciting ideas. Your profits will grow beyond even your wildest expectations.

Tags: Breakthrough! A 7-Step System for Developing Unexpected and Profitable Ideas, Paul Kurnit, Steve Lance, product development strategies, business book reviews.

READ MORE - Breakthrough! by Paul Kurnit & Steve Lance - Book review