Beruflich Dokumente
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Likeable Business
Why Today’s Consumers Demand more &
How Leaders Can Deliver
By Dave Kerpen
Submitted by
College of Management
University of the Philippines Visayas
25 November 2018
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INTRODUCTION
The advent of the 21st century bought about significant changes on how business
is done in virtually all parts of the globe. The business environment today is in a state of
continuous change, constantly changing both in forms and methods, and going towards
different directions.
To survive today’s competition, what must 21st century managers and employees
do? Should innovation be a primary focus? Are the fundamental principles of management
written in old academic texts still relevant today? Should they focus on marketing, or
operations, or finance? Of these questions, one thing is certain—managers and employees
alike need to understand the customers and business competition better, and maximize
the use of available resources and technologies to further serve stakeholder needs.
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OVERVIEW OF THE BOOK
“Likeability matters. It opens doors and minds and makes everything easier.
But, bow do you ‘build’ a likeable business? In Likeable Business, Kerpen
shares a validated step-be-step path to likeability. A great read for
entrepreneurs and executive alike!”
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BOOK CONTENT, TECHNICALS & ‘READABILITY’
The book starts with an Introduction which blends the some of the author’s real-
life experiences in dealing with business organization, along with some management
basics. The topics discussed in the introduction are very relatable to an ordinary reader
(with or without formal training in business studies), especially to the so-called
“millennials.” The authors goes on to discuss the role of social media in today’s society,
what must be on center stage for every business, the role of consumers in creating a more
likeable world. The authors likewise gives a summary of the eleven principles (strategies)
of a “likeable” business. Interestingly, the introduction presents a “bird’s eye view” of the
whole content of the book, for each of the eleven principles is accompanied by a brief
discussion and some figures/photographs.
The book proper is divided into eleven chapters, where each chapter is dedicated
to each principle. Every principle has a catchy title, and followed with a quote/saying.
Perhaps this is the authors’ way of telling the readers that the book is not very technical
and full of management jargons, and the same promotes a “friendly, light atmosphere.”
For example, Chapter four on Transparency has this as catchy title: “The Truth Shall Set
You Free”; while Chapter five on Team Playing is accompanied by this quote: “There’s no
“I” in Team (or Culture).”
Each chapter has an opening story—a real life story—which illustrates or
exemplifies the importance of the management principle to be discussed. Each chapter
then is divided into eight to ten sub-parts (3 to 5 pages per part), and full of illustrations
and photos. Also, each chapter has a special discussion on the impact of technology on
the firm’s operations, which is a good read for the usual tech-savvy 21st century manager.
Towards the end, each chapter has experiential exercises, “to-do lists” or “action items”
which serve as some sort of a synthesis, and illustrates how the basic principles and
concepts may be applied in real life. This is a good thing, for it allows the reader to take a
self-evaluation of the topics discussed, and this part may also serve as a good material in a
classroom (academic) setting. Lastly, each chapter concludes with some key points to
ponder and internalize. For example, the chapter on Team Playing has a brief closing
discussion titled “There’s no “I” in team, but there’s “I” in Leadership.”
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“How dare you settle for less when the world has made it so easy for you to be
remarkable?” The book ends with a formal Conclusion, where the authors give a wrap-up
discussion of the management principles discussed throughout the main text. Similar to
the introduction and the main content, the conclusion brings in a blend of real-life stories
and on how management principles were applied in specific scenarios. The authors also
gives a futuristic outlook, and leave very personal remarks to the readers, such as “choose
you own likeable adventure” and “this is actually the beginning.”
The book has an Appendix which presents a list of “further readings” for each of
the eleven principles. This part has over eighty reference books for the avid readers to
choose from. Also, each of the specific topics and company names mentioned in the main
text are alphabetically arranged in the Index to help the readers quickly locate the
information they're trying to find.
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SUGGESTED READERS
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