Top critical review
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Another ra-ra book
on March 1, 2003
Ra-ra books are those kinds of books that are full of good(?) intentions and motivational speech ("you can do it", "yeah", "believe", "position", "improve your service"), but then offer no practical advice on how exactly to achieve these goals.
I am the owner of a small service business, so I read these kinds of books not for personal enjoyment, career advancement or writing amazon.com reviews, but to find insight about how to improve my business.
This book conveyed no additional information and when reading it I had a strange deja-vu feeling that many fragments and anecdotes I had already read before. What is worse, the book is filled with anecdotal evidence - someone did that and succeded, someother didn't and failed, but anecdotal evidence is even worse than no evidence, since you don't know the context, the economy, the market and all the conditions that influenced the outcome. Nowadays you can find anecdotal "evidence" to support just about anything. Some of the world oldest men and women are smokers, but surely this does not mean that you should smoke as much as you can.
There are no statistics, no research (the author even tells in one of the so-called falacies to distrust everything that begins with "the resarch shows") no proof whatsoever of anything. Compare this to books like Cialdini's "Influence" or Caples' "Tested Advertising Methods".
The chapters are one or two page anecdotes ending each one with a supposeldy profound moral. For example, "when choosing a name, choose one that sounds well", "find out what clients are really buying","planning is an imprecise art". No advice is given, however, about what makes a name sound well, how to exactly find what clients are really buying, etc. Of course, the typical references to McDonalds, Federal Express and Disney are also there. "Be like them", the author preaches.
A great disappointment after all these stellar reviews here. 1 star is too much.