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Jay Abraham

This a book that you will love despite yourself. The author’s style is unrelentingly high pressure. He is forever telling you the wonderful things his book will do for you. This brash style may feel uncomfortable to UK readers – but don’t be put off. Because the subtitle says it all: ’21 ways you can out-think, out-perform and out-earn the competition.’

The author is referred to as ‘the greatest marketing expert alive today’ – and you can see why. He pithily explores the gaps between what we do and what we could do to transform practically any business, not just by a few percentage points but a whole order of magnitude. With example after example he demonstrates how simple techniques can make a huge difference to profits. From the obvious opportunities no one takes up (like giving existing customers who’ve stopped using you an incentive to come back) to the incredible possibilities of barter, Abraham has the business of making money sewn up.

At the heart of the book is the concept that customer should be your friend. You might want to sell her a bigger and better widget, but only because a bigger and better widget is what she needs (even if she doesn’t realise it). My only criticism (apart from the relentless style) is that it is easier to apply his suggestions to consumers rather than corporates, where the people you deal with hardly ever have the direct authority to make the purchase – but despite that proviso, it’s a book that practically everyone in business from a dentist to the chief executive of a multinational will want on the shelf.

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