| We also highly recommend Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne. Unlike "red oceans," which are well explored and crowded with competitors, "blue oceans" represent "untapped market space" and the "opportunity for highly profitable growth. Applying the concept of blue oceans is fundamental to achieving innovation in an organization. |
Our Iceberg Is Melting by John Kotter takes the complex concept of change and makes it understandable and meaningful through an enchanting fable. The book is useful to kickoff a major change effort, and can serve as a springboard for group discussions about corporate culture, group dynamics and the challenges of change. |
Traditional marketing and PR gurus who aren't yet up to speed on social media should read The New Rules of Marketing & PR by David Scott. It spells out in easy-to-understand format the benefits of communicating with customers and key stakeholders using tools such as blogs, podcasts, RSS feeds, and it provides some simple techniques for getting started. |