December 21, 2006

News & Opinion: AdvertisingAge's "10 Books You Should Have Read"

By: Dylan Schleicher @ 8:35 PM – Filed under: Management & Workplace Culture

1. What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds 2. Branding Iron: Branding Lessons from the Meltdown of the U.S. Auto Industry 3. The Long Tail: Why the Future of Business is Selling Less of More 4. Hard Facts, Dangerous Half-Truths, and Total Nonsense: Profiting from Evidence-Based Management 5. Waiting for Your Cat to Bark? Persuading Customers When They Ignore Marketing 6. Small is the New Big, and 183 Other Riffs, Rants and Remarkable Business Ideas 7. The Must-Have Customer: Seven Steps to Winning the Customer You Haven't Got 8. An Army of Davids 9. Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage 10. The Ultimate Question: Driving Good Profits and True Growth And, just for fun, the 10 words or phrases that AdvertisingAge says are "so 2006" 1. Consumer-generated media 2. Touch point 3. Organic 4. Connective tissue 5. Web 2.0 6. The idea is king 7. Customer-centric 8. Open the kimono 9. Join the conversation 10. "My Avatar..."

About Dylan Schleicher

Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.