In times of digitization and globalization, it is for Companys essential to stand out clearly from other companies. Because only who for customers is unmistakable will also exist on the market in the long term. These books will help.

How entrepreneurs successfully find and implement a strategy

The books on the subject

Tip: Our Book reviewers We regularly discuss the best books on the topic for you Business & Career, which you can also find on Amazon.

It is not fair to compare this book with other titles on the same topic. Because Veit Etzold not only has expertise in his field, but a great writing talent. In his thrilling thrillers he has already given the readers a taste of it. Factual and specialist books may and should prepare reading enjoyment and here the book convinces from the first page.

Because Etzold already deserves the award of the year for the smartest introduction to a non-fiction book. Using a scene from the movie "Pulp Fiction" as an example of a strategy session is a terrific one Idea (and wonderfully true in this case).

From strategy and tactics, storytelling and implementation

But Etzold is not only concerned with entertainment in this book, otherwise he could have written another thriller. Rather, the book offers a different form and guide to keep your calendar. His Objective is no less than showing entrepreneurs the way to their own corporate strategy.

The Strategy must be conveyed to employees, customers and others. Therefore, a large part of this book is about Communication. And here Etzold is in his element.

He's good at telling stories. And so storytelling is his means first Choice. His analysis of how Donald Trump used storytelling to win his election is brilliant. But the other examples in this section are also well chosen and quickly described.

Doing instead of talking

"Doing instead of talking" is, for example, the motto of the third part of his book when it comes to the concrete Implementation the strategy goes. This results in the following Ask:

Many diagrams and workshops also offer assistance here. Excellent textbooks are rare, especially when it comes to communication and strategy topics. This book, however, is one of them. Anyone looking for help developing and implementing an implementation strategy should read the book.

Arrogance and ignorance against China

Discounts for your success (advertising)!

When it comes to business strategies, you should also take a look at China. Because there is no doubt that China's Economy and with it China's economic bosses - above all Amazon's competitor Alibaba - have become an important player in the global market. This book attempts a classification.

The older ones will perhaps still remember the derisive comments of the German carmaker and many buyers, as in the mid-70er years, the first Japanese small cars appeared increasingly in the German market.

From noname to world market leader

The same ominous mixture of arrogance and ignorance then led to derogatory comments in the 80 years when products from Korea were to be found in Germany.

Today, Samsung is a world leader in its smartphones and TVs. According to Wolfgang Brain, we make the same mistake again:

A journey into a still too little-known country

We underestimate the economic power of China and certainly out of ignorance. His book "China's Bosses" wants to introduce the unknown competitors.

Who his Industry knows exactly who will meet some acquaintances in the book. For example, the messenger WeChat, which is often compared to WhatsApp in this country, but actually in the Everyday life in China a much larger one Significance hat.

China takes over the technological leadership

Or Jack Ma, who with his Alibaba group is a company like Amazon when it comes to things growth and makes retail innovations look downright old. Alibaba is now seen as the silent Amazon competitor. But who outside of the retail industry knows Alibaba?

China is gaining ground, technologically in many areas Guide to take over and advance issues that are only just being considered in Europe and the USA. So it's high time to take a closer look at the structures and the people involved.

Mix of communism and capitalism

Since 30 years Wolfgang Hirn traveled the country. A long time, in which the country, which is still officially communist, has changed enormously.

And found the form of communism and capitalism that is difficult for us Europeans to understand. This is undoubtedly also a story of officials and managers.

After all, could Steve Jobs have built a successful company in China? The author poses this hypothetical question in his introduction. And the surprising answer, from someone who should know, is that they don't believe it. Steve Jobs was a perfectionist.

Making compromises as a main skill: How does the market in China tick?

Because in China it is important to be able to make compromises. It is easy to imagine that US icon Jobs would not have made any progress here. And the one who gave the answer is Lei Jun, his character Founders of the company Xiaomi, which was now the third largest manufacturer of smartphones. The book also raises the following questions:

Focus on the protagonists of the Chinese economy

Skilled and exciting, Wolfgang Brain introduces us to the protagonists of the Chinese economy.

And also reveals to readers why in China is just emerging a new digital world power that wants to take the global leadership in many future industries such as robotics or e-mobility (or is already on the way there).

Business book for everyone

An klare Recommended reading for everyone who wants to learn something about the Chinese economic power.

And since growth and ambitions are equally big in China, that should be everyone. Exciting and eloquent from the first to the last page.

Job Profile Business Analysis

What do pins and modern businessMethod together? A lot, that's what the two authors Ingrid and Peter Gerstbach show in their book "Basic Knowledge Business Analysis" - and thus provide insights into a modern job profile.

Business analysis is relative Boy Discipline – and yet it has roots that go back to Adam Smith. This book by Ingrid and Peter Gerstbach provides answers to the most important questions on the subject:

From the pin to the modern method

The authors show Smith's analysis of pin production and the resulting optimization suggestions that marked the birth of business analysis.

Ingrid and Peter Gerstbach provide comprehensive information in their book “Praxiswissen Business-Analyze”.

Insights into a modern job profile

They show which characteristics of the Job has today and what he can achieve. Above all, however, they outline the tools and the central terms of modern business analysts.

The book is very well suited for beginners in the subject and of course for all those who plan to develop in this direction. The book is structured along the six central themes for business analysis: change, needs, stakeholders, context, Solution and built values.

It turns out that the field of business analysis is broad. The book "Basic Knowledge Business Analysis" maps this field very well and is suitable as a start for anyone who wants to start in the direction of "business analyst". Likewise for personnel developers who want to know about the job profile of a business analyst.

The Autobiography of the Twitter founder

Follow the blue bird” describes the exciting story of the Biz Stone – from the highly indebted Internet-Nerd to Twitter founder. Thrilling through and through!

Based on Nick's book “Twitter”, which is also highly recommended
Bolte, “Folge das Blaue Vogel” is the second book in just a year and a half that tells the story(s) behind the Twitter company.

However, the approach is completely different this time. While Nick Bolte from a bird's eye view - sometimes as dramatically exaggerated as in a business thriller - from Ascent and the crises of the social media giant, co-founder Biz Stone presents his autobiography here.

Interview with Google

It is his personal life story, which begins with bankruptcy, leads over the first hurdles at Google and finally culminates (temporarily) in the management of the Twitter company.

Stone is a meticulous chronicler of the events, encounters, and sometimes random economic decisions that a backyardStartups into one of the global players of the internet.

Shots on hipster

Above all, Stone is a wonderful narrator who tells his own Twitter story with charm and a lot of wit. For example his job interview on Google: “At the first appointment, one said Ms. "Thanks for coming. May I offer you something? And I said yes, do you have an aspirin?”

Or about his choice of place to live in San Francisco (Google): "The district was in the transition between run-down and up-and-coming: the hipsters had already moved in, but shots could still be heard at night - possibly in the direction of the hipsters."

Motivational book for prospective entrepreneurs

Follow the Blue Bird is more than just a superbly written biography. Biz Stone gives deep insights into his inner life as a full-blooded entrepreneur. He never wanted to be anything other than a successful designer.

His unwavering belief in his abilities, his will to make it to the top are exemplary and a prime motivator for anyone pondering whether their vision is right now Company is actually sustainable.

“Don't worry about details”

As Stone writes: “Don't bother with the details. It's not about finding solutions. If you have an idea just im Head keep doing things unconsciously in a way that moves you towards the goal. That actually works. With me it worked."

At one point Biz Stone writes: "If you are not willing to accept the worst possible outcome, you have no chance of the best possible".

Twitter for optimists

What is meant are the procrastinators who repeatedly reject the vision of their own company with advanced arguments.

The author also addresses them with his captivatingly naïve founder optimism. To the many Twitter fans anyway who associate the biography very much Fun will be devoured. Great book - in every way!

Brainstorming according to plan

And then it's about practical knowledge again - a recommendable anthology on the subject of brand planning. Important for everyone who is involved with brands and branding and is always faced with the question: How can I achieve and to plan, that the Brand a Success becomes?

The discipline of planning has already been a few years on the hump. Since the 60 years, advertisers know that it takes more than crazy ideas to make a product successful. A lot has happened since then.

Combining strategy and creativity

What began as advertising planning has long since outgrown its niche and has become the central discipline of brand management. A broad field that now from Stuttgart Communicationprofessor Andreas Batzgen is measured in the noteworthy anthology “Brand Planning”.

Brand planning is nothing less than trying to systematically achieve unexpected results. As a combination of strategy and creativity Brand planning wants to contribute to communicating brands in an unmistakable and surprising way on the one hand and positioning them precisely on the other. This is the only way to ensure long-term brand success.

When Pampers went into his pants

The breakthrough for strategically placed Advertising started in 1961 with a disaster. Pampers wanted to bring its revolutionary “disposable diaper” product to both men and women, citing greater convenience for parents as an advantage.

But they didn't want “more comfort” but “the best for their child”. It was the birth of “Consumer Insights”. Pampers then successfully shifted communication from the parents to the baby - and continues to do so today. Since then, “consumer insights” have become an integral part of brand technology.

The whole process of fire planning

But consumer insights are just an important part of brand planning. This also includes positioning, substantial briefings and competent implementation. The “Brand Planning” anthology dedicates a single chapter to each of these areas. The ex-advertiser and current one Professor Baetzgen was able to win well-known co-authors from practice.

They question previous practices when they throw “integrated communication” overboard (in Chapter 7 “The end of 360-degree communication”). On the other hand, the idea of ​​getting “someone from the reception” into creative brainstorming (Chapter 4, “Briefings and creativity”) is less innovative, as if the authors had never heard of the “housewife test”. The authors of the 6th chapter “Digital Media” provide important information and strategies for brand management in the digital age.

Bird's eye view and detail view in one

In many companies, even among branded companies, the Internet is still seen as a playground. You try this, test that, and get frustrated when the web community scoffs at those attempts instead of hitting the stores and buying. At the same time, it is a clear indication that strategies are required today with which brands can be represented and created across all channels.

“Brand planning” provides a bird's eye view and a detailed view. In this book, old hands learn how digital brand management works. And the young savages learn that all gags and online games are of no use if they do not pay into the brand account.


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