RECOMMENDED
READING
In addition to Bill Geist's Destination
Leadership for Boards, these are the the ones we're
quoting the most these days to clients and audiences. Wanna grab your
own copy? Click on the books and get transported automatically to Amazon.com!
 The
Rise of the Creative Class...Richard Florida This
is the BIG One. Featured as part of our cover story in the Spring 2003
edition of the Zeitgeist Client newsletter, Florida makes the case for
a smarter brand of community and economoic development that focuses
on making our cities attractive to the needs and desires of an emerging
niche of people...the "Creative Class." This read will challenge
the way you look at your community, your market...and your business
models. A "must-read" for Destination Management professionals.
Permission
Marketing...Seth Godin Until
recently, we've had to interupt our target audiences with the messages
we wanted to convey...with predictable results. Seth Godin helps redefine
the relationship that smart marketers must establish with the customer
if we're gonna win in the new economy. His more recent works ("Unleashing
the Idea Virus" and "Purple
Cow") are fun reads...but don't break as much new ground as
this one did. Also On Cassette
and CD.
 The
End of Marketing as We Know It ... Sergio Zyman
Chiat/Day's Jay Chiat says it best: "Sometimes arrogant, occasionaly
profane, usually profound and always entertaining...just like Sergio.
If you read it and learn its lessons, you'll become a high voltage,
successful marketer, just like Sergio" (former Chief Marketing
Officer at Coke). Also On Cassette.
 Customer
Satisfaction is Worthless, Customer Loyalty is Priceless ... Jeffrey
Gitomer If
you've seen Jeffrey live, you know he's one of the best sales and service
guys on the circuit. Now, throw out all your preconceived notions about
Customer Satisfaction...before he blows 'em away in this great book
for managers and employees alike. A fast, fun read that has Jeffrey's
inimitable wit and attitude all over it.
Boards That Make a Difference...John Carver
He's been called the guru of modern governance. His non-nonsense approach
to non-profit boards is at once refreshing...and challenging. In our
mind, he sets a standard for Boards that very few of us will ever attain.
But that doesn't mean we shouldn't try. If you care about how your Board
governs the affairs of the association...this is a "must-read."
And, once read, we double-dog-dare you to try it!
Concepting...Jan Rijkenberg Struggling
with the whole "branding" concept? It's because brands can't
be artificially developed, they must spring from a product concept.
Instead of being about the product, concepting looks at brand development
in terms of ideas that actually mean something to the consumer, evoking
sympathy and identification with the brand, and improving customer loyalty.
Concept brands are the future for those wishing to capture their markets
in this increasingly converging age.
 Atlas
Shrugged ... Ayn Rand OK, many of us read this in
or around our college years. Thought it to be akin to science fiction.
Read it again! Our growing understanding of the world around us coupled
with the increasing "entitlement culture" being expoused in
much of North America makes for a wholly different canvas on which Rand's
story will unfold. This time around, it doesn't read like fiction!
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