__MAIN_TEXT__

Page 14

BOOK REVIEWS

The Elite read how: Why HOW We Do Anything Means Everything Dov Seidman

Any book endorsed by Bill Clinton has to be worth a look. And how doesn’t disappoint. Across its pages, moral philosopher and LRN founder Seidman argues that in our hyperconnected world, how we do things matters more than ever. Instead of measuring the how much – metrics such as revenue, profit, market share, debt and so on – we need to be measuring the how, argues Seidman. This means looking at and measuring everything from how we behave, lead, govern and operate to how we consume, engender trust in our relationships, and relate to others. The first version of how came out in 2007, but an updated version was recently released on the basis that its teachings are now even more applicable in a postrecession age. Seidman argues that the global downturn demonstrated the interconnectedness of the modern world in a way that we previously couldn’t have

14

begun to fathom, and the need to understand that the way we behave has ramifications for others – near and far. “Moral interdependence is inescapable in a world where mortgage transactions in California can wipe out pension plans in rural Norway, and where global consumer demand for cell phones and videogame consoles fuels genocide in Central Africa,” he says. For large institutionalised organisations that have been knocking around for decades, transforming a mindset takes time. Paul Polman of Unilever, for example, acknowledged that it will take many years to effect change at the consumer goods giant. The advantage for start-ups and small enterprises is that they can embed these values from the outset. So what are you waiting for? HP how: Why HOW We Do Anything Means Everything, pulished by Wiley, is out now and retails at £18.99

Improve Your Global Business English Fiona Talbot and Sudakshina Bhattacharjee Improve Your Global Business English makes a clear and rarely discussed point: the fact that you can convey your point to your marketing manager down the hall doesn’t necessarily mean that a prospective partner in China will immediately understand. Working with English as a global language takes tact, understanding and finesse, which is why Talbot and Bhattacharjee’s text is such a useful tool in learning to express yourself in any culture. Whether considering how reserved a culture’s expectations of communication might be or learning to produce an impact

on your reader that has a truly international reach, Improve Your Global Business English is a useful read. As you would expect from a text on clear and effective communication, this book manages to be very readable while simultaneously proving hugely instructive for both the non-native speaker wanting to get to grips with the global business language, and the native speaker who just needs to brush up on technique. JR Improve Your Global Business English, published by Kogan Page, is out now and retails at £14.99

www.elitebusinessmagazine.co.uk December 2012

(L)Book reviews.indd 1

30/11/2012 13:52

Profile for webwax

Elite Business Mag Dec 2012  

Elite Business Mag Dec ,2012

Elite Business Mag Dec 2012  

Elite Business Mag Dec ,2012