Book Review: Influence

Influence: How to Raise Your Profile, Manage Your Reputation and Get Noticed, Warren Cass (Capstone, Wiley, 2017). This book is a very easy read. Cass’s informal and conversational tone, mixed with his clear format and style, make it an effective introduction to the importance of influence in business. It’s ideal for recent start-up owners but possibly rather too basic for a successful entrepreneur on their way to setting up multiple businesses.

InfluenceCass does offer up some essential advice. He reminds us that you must remain honest with yourself in order to be successful, and should only ask for advice from people you believe to be as equally honest and constructive. He also rejects the common myth that only business leaders and celebrities can be influential, and suggests instead that anyone and everyone is influential in their own way. This is particularly true now in a world where, since the birth of the Internet, we can influence people we’ve never even met – something completely unimaginable only 50 years ago. However, along with this phenomenon has come a serious depletion in our attention spans. Cass references a study that found the average human attention span has fallen from 12 seconds in 2000 to 8 seconds now, which is one second less than a goldfish… I’m trying not to worry too much about that one!

The book is made up of chapters each dedicated to a letter in the acronym, PICKY (Cass’s creation). It stands for the:

People that you need to influence; the

Image you portray online and offline; the

Communication you use to influence; the

Knowledge you share; and

You – the characteristics you have to be a great influencer.

It’s a handy reminder of the things you ought to focus on.

Although the content of this bok isn’t necessarily ground-breaking (there are a lot of books out there on the same topic), it does act as a useful reminder of things you already know. This book is worth a read if:

  • You’re a first-time business owner
  • You want a quick and easy read
  • You want to discover more about the power of a network

Warren Cass is an entrepreneur and public speaker with 25 years of experience. His blog, shares further tips and insight on networking and reputation, as well as on topics such as productivity.

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