How: Why How We Do Anything Means Everything

So much of what poses for business today seems more like smoke and mirrors than actual innovation and progress. Some corporate critics cite the hundreds of millions of dollars spent each year by Coca-Cola and Pepsi to build wide separation between each brand when they're actually parsing hairs over which company makes the best carbonated sugar water. The problem in today's business environment is that things are becoming more alike, with less opportunity for true differentiation. In his latest book, business writer Dov Seidman postulates that the true opportunity for differentiation exists not in WHAT a company does, but rather in HOW a company does it. Seidman's book is aptly titled How and it shows that every "WHAT" is commoditized once an educated consumer begins to compare it to other products regarding attributes such as quality, price, service and features. HOWever, the author believes that near infinite variety lies in the arena of human behavior - and that can't be predicted or systemized - so it offers the last bastion of hope for true differentiation for an organization. Seidman states that the winners of tomorrow, both organizations and individuals alike, are those that effectively develop and execute how things get done versus what gets done. Soundview recommends this book because it supports a refreshing view that the means justify the ends. Simply put, if how you train and run is better than others in the race, you will win the race. This is a novel approach to business whose time has come, but it's up to you to decide HOW you'll respond to this landmark book.

Dov Seidman respects your intelligence. Instead of "10 tips for ethical behavior," he provides a powerful new lens for seeing and assessing contemporary business ethics. Seidman, an erudite intellectual and practical philosopher, shows that in today's transparent commercial environment, operating openly and morally is both honorable and economically necessary. Corporate achievement now depends far more on how you act than on what you do. With the proliferation of media outlets, the Internet, notably YouTube, and cable channels, everyone is watching. Seidman uses fascinating anecdotes, case studies and scientific research to prove that goal-driven companies must focus on openness, integrity, values and ethics. Do things right, you win; do them wrong, you lose and end up exposed on the Web. Now that businesses live under the microscope, "on glass...slides, flat as flat can be," your company will be exposed if it cuts ethical corners. Seidman's well-annotated book is peppered with learned references to brilliant thinkers from Aristotle to Kierkegaard. He deftly moves from sophisticated topics, such as brain functioning, neuroeconomics and language theory, to stories about pop diva Janet Jackson, Madam Walker's Wonderful Hair Grower and Krazy George Henderson, madcap inventor of "the wave." This makes the book a pure delight to read. getAbstract openly enjoyed this insightful, idealistic and practical argument for corporate transparency, collaboration, good conduct and altruism.

Dov Seidman's book "How" is right on the money. Everyone of us has been challenged finding exceptional customer service in a retail store, on-line - just about anywhere. Isn't it refreshing when someone will take the time to "connect" with you and listen to your request, offer suggestions, and point you in the right direction? Our character and reputation matters and when we go the extra mile and connect with our clients, we can reap tremendous rewards - both personally and professionally. This book makes a powerful statement. It's a wise organization that will take heed to Seidman's message. Great business reference and a "must read" for customer service professionals.

Even if you have a "meaningless" job, the ideas in this book will help you make it a meaningful one. Also highly recommended for employees in highly commoditized industries.

This book reminded me in some way of The Tipping Point and The World is Flat, a terrifically readable and entertaining take on what makes the world tick. HOW is full of surprising insights, thoughtful analysis, and compelling anecdotes that paint a surprising picture of the world today. Seidman sees in the way technology connects and reveals us a new need to focus on both who we are and how we relate to others, and further posits that, given these conditions, it's the best way to win in the new economy. At it's heart, it's a clear and simple vision with huge ramifications: in an connected world, he says, those who connect best gain an advantage. From this central idea, Seidman branches out to identify and articulate the forces at play in every group activity from a PTA meeting to a corporate boardroom, and his conclusions resonate. I have read few books that so clearly assay a useful world view that almost anyone can understand and put to immediate use. I've already seen the results in my dealings with others. There's nothing here to "study," no tips, rules, or techniques to learn, but reading the book gives you a different way of seeing everything around you. I found myself making different choices based on this new understanding and reaping immediate and powerful results. It suddenly got easier to get things done with others. HOW is an easy read for such a thoughtful book, and it will stay with you long after you put it down. Almost everyone will gain something useful from it, and I highly recommend you try.