You, Inc.: The Art of Selling Yourself

You, Inc. is really a great book. There is both good news and bad news about the book. It is extremely easy to read. You simply fly through the book. Which is good and bad. The lessons are so short and there are so many of them, it makes it difficult to absorb and remember all the great information. But it is a book that you can pick up anytime and start reading anywhere in the book and find something valuable. All the lessons stand on their own. Harry presents over 150 ideas and lessons about how to make your business and/or yourself better. If you are familiar with his other best selling works, "Selling the Invisible" and "What Client's Love", you will feel very comfortable with this book. (If you have not read these two book, I highly recommend them.)As you read the book, you will find yourself saying, "I know that." But as Harry instructs there is a huge difference between knowing and doing. And all too often, we think because we know, we do. As Beckwith points out, that is simply not the case. Christine Beckwith, Harry's wife, contributes to the book. Her writing is a lot more personal and touching. Harry gives a lot of insight into why we do the things we do. The book is filled with very valuable information and should be read ever so often as a refresher or reminder to do the things we know. Well worth reading ... two or three times per year.

I like books that contain two voices but merge the perspectives: I learn more that way and the material is a lot more interesting. Imagine my happy surprise when I realized that You, Inc. not only has that feature but also combines the concepts for several books: one on sales; one on entering the workplace as a young person; and one on manners. The resulting mix is interesting and lively. While many books about the business world are all about techniques, independent of your identify and values, the Beckwiths don't have that limitation. They see presenting yourself honestly and approachably as good for everyone. The book is also deeper than many books that focus in those areas. You'll find lots of snippets of research information that properly reinforces their messages. For example, we tip more when people make us feel good than when we get great service. But how much time do most of us focus on how the other person is going to feel? Well, we should do so a lot more. In essence, a lot of this book is simply explaining the practical reasons why the Golden Rule (do unto others as you would have them do unto you) is so widely admired by various religions and ethical thinkers. This book will make a great gift to any college or post-college soon-to-be-graduate who is looking for a job. It will be a lifesaver for people who find that they've stalled in their careers . . . or might even be on the downside. I personally found that I could use the book as a sort of compass needle to help test if I'm relating well to others. I was helpfully reminded not to share with people too many things that I do (that will overwhelm and confuse them) and to act consistently. I thought that Selling the Invisible was an exceptionally good business book. I suspect that You, Inc. will be a more helpful one because so many more people can use the advice in this valuable volume. But if you are looking for ways to accomplish things other than rapport, you won't find much help here. So you'll need some other books. But that's all right. No one book can give you everything you need except the Bible.

Don't be deterred by the subtitle (initially I was) because, in fact, Harry and Christine Beckwith provide in this volume a wealth of invaluable insights concerning personal improvement as well as professional development rather than cynical self-serving strategies and tactics. They know exactly what Peter Drucker meant when he observed that "Each of us is a CEO." Moreover, they wholly agree with Bill George and countless others that the most effective CEOs are "authentic" leaders in that they demonstrate (in George's words) "the highest integrity, [are] committed to building enduring organizations...who have a deep sense of purpose and are true to their core values...who have the courage to build their companies to meet the needs of all stakeholders, and who recognize the importance of their service to society." Moreover, this book is not - as at first I incorrectly assumed -- a significant departure from Harry Beckwith's previously published books. On the contrary, it is wholly consistent with the values he affirms in each. For example, except for commodities, I agree that people buy from other people, not from companies. When commodities are involved, competitors (e.g. Sam's Club and Costco) must "sell" themselves because their products and prices are about the same. In this volume, the Beckwiths point out that authentic people are credible - as are companies -- because they have earned respect and trust. What individuals "sell" may be invisible (decency, character, integrity, dependability, etc.) but authenticated or contradicted by their behavior. These are precisely the same values that Harry Beckwith affirms in his earlier works, notably Selling the Invisible and What Clients Love. As with most (if not all companies), whether or not an individual achieves success (however defined) will depend almost entirely by (a) what she or he does and, more importantly, (b) who he or she is. The standard of measurement is authenticity. Of special interest to me are the "Successes and Delightful Failures" which the Beckwiths discuss (pages 275-306) because each focuses on basic human experiences with which any reader can identify. Better yet, with two exceptions (i.e. Larry Gatlin and Arnold Palmer), those involved will be wholly unfamiliar to almost all readers. They introduce us to them as if they were close personal friends of theirs. (In fact, they are.) The Beckwiths suggest that important life lessons can be learned from each of them and these lessons are best revealed within the narrative. The book ends with "three thoughts - no, three passionate convictions." And again, yes, I will not reveal them in this narrative. That would be like opening someone else's gifts. However, although the Beckwiths have years of experience in sales and marketing, and are knowledge leaders in those separate but related "competitive sports," their book is only secondarily about selling and promotion. The primary focus is on personal development during the journ

Best-selling authors Harry and Christine Beckwith are back with what will surely prove to be one of 2007's finest business books, YOU, INC.--The Art of Selling Yourself. Unlike so many other books of this genre, YOU, INC. does not talk "at" you; rather, it talks "with" you as if you're actually having a conversation with the Beckwiths over a cup of coffee in your living room. The 311-page book is filled with sage business, marketing and personal insight and advice. The authors skillfully share their thoughts about subjects such as planning and preparing, communicating, listening and speaking, relating, attitude and beliefs, tactics and habits, successes and delightful failures, and more. I found myself wishing to slowly read this book so that I could fully absorb each wonderful morsel Harry and Christine Beckwith have provided through their wise, thought-provoking book. My advice: buy one copy to read and one more so that you can mark up with your own personal notes and highlights. YOU, INC: The Art of Selling Yourself, provides the "meat and potatoes" we can all apply for successful personal and professional lives. The reader is truly the beneficiary of the authors' wealth of professional experiences, insights and counsel. I'm a better person for having read it.