Three books offering value

by Brian Morgan
(Australia)

In an age of information overload, we are all swamped from time to time with data we don't need and can't use. Bearing that in mind, may I suggest three books that relate to points in this article. One of them is mine and I'll gloss over it quickly, but the other two are from authors I don't know, but who are well known in business circles.

My book is The Richest Man in Persia, and one of the things I spend time on is value, as you do. I maintain that people don't look for price as much as value, and I say that we should seek to add value to everything we do. Everything. And I go on the make a point that could make a big difference to many businesses.

I know it's a variation on an old theme, but I talk about what I call the Unique Value Promise. To put it simply, if a business can determine what it does that is unique, and can add great value, then it's in a position to offer its Unique Value Promise. No, not offer it; promise it.

The second book I want to mention relates to your point: Make it personal, engaging, tell your story. While you are talking about business plans and presentations, I believe this should become part of the ethos of a company: to promote the business, its people and its products or services through the art of storytelling.

This is very much the "in" thing with many major organisations around the world, simply because stories work. People listen. They are drawn in to your narrative. And they believe what you say.
This works for people raising finance, talking to customers, communicating at all levels. People, even crusty old business leaders, love stories - and they listen.

A book I found recently, The Story Factor: Stories of Influence from the Art of Storytelling, by Annette Simmons, is the best I've read on this theme. Read how major players use storytelling to advance their cause. I recommend it.

The third book I want to mention relates to your point: Study "presenting" and exercise this skill. The book is Presenting to Win: The Art of Telling your Story, by Jerry Weissman, who is billed as the world's #1 corporate presentations coach.

I started by talking about too much data, and I can tell you Jerry Weissman is dead against presentations as data-drops. I don't know where you'd find more or better advice on presentations that work.

So, three books that could be considered more overload, but which I believe give advice that could save much time and effort in achieving your goals.