Recommended reading: Digital transformation and powering change

Marketing Week reviews the latest books for marketers.


Digital Darwinism

Tom Goodwin

Digital transformation remains high on the agenda for many businesses. But with 84% of digital overhauls failing according to Tom Goodwin, more needs to be done to protect and future-proof businesses in the digital age. Goodwin, who is executive vice-president of Zenith, argues that every assumption the business world has made about digital is wrong. He suggests brands have become complacent and reveals why digital innovation is failing. He then offers readers guidance on what he believes it takes to thrive in the digital era.

PODCAST: Tom Goodwin on the importance of people and creativity in digital transformation

Powered By Change

Jonathan MacDonald

The world is moving at a faster pace than ever before so businesses must be set up to adapt to change and embrace it. In his book, Powered By Change, Jonathan MacDonald offers a practical guide to help business leaders use technological, economic or social change to fuel the success of their business. Ikea Group CEO Jesper Brodin writes in his foreword: “Open your mind to the unthinkable. Explore the what-ifs. Allow yourself to dream and ideate. Test your thinking about how you would disrupt your own business – because somebody out there is already working hard on it.”

Creating Signature Stories

David Aaker

In Creating Signature Stories, David Aaker explores how intriguing and authentic storytelling can be used to communicate strategic messaging, both internally and externally. He believes stories are often more powerful than facts at getting people’s attention, generating energy around a brand, creating involvement and arousing emotion. The book provides a number of case studies looking at how to find, evaluate, refine and utilise great stories, and includes endorsements from GE CMO Linda Boff, Subway CMO Joe Tripodi and professor Philip Kotler.

READ MORE: ‘Father of modern marketing’ Philip Kotler on avoiding brand decay and preparing for disruption

Strength in Stillness

Bob Roth

With workplace wellbeing moving up the business agenda, many business leaders are looking for ways to help themselves and their teams respond better to stress. Bob Roth suggests transcendental meditation is scientifically proven to help people improve focus, sleep, resilience and memory. Once a sceptic himself, he says the method is not only easy to master – people doing it for one month reportedly see the same benefits as those doing it for five years – it also only takes 20 minutes twice a day. Over the past 45 years, Roth has taught transcendental meditation to thousands of people, including billionaire CEOs and celebrities including Oprah Winfrey and Hugh Jackman.




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