One Book That Changed My Life

In “Influence”, Robert Cialdini lays out 6 massively powerful principles that when leveraged, make marketing effective, and make us more influential to our prospects. 

Rich Brooks considers this book The Rosetta Stone of marketing, and he’s baked its insights into the way he runs and markets his business. 

What principles really jumped out to him in “Influence”, and what can we learn from Cialdini’s brilliant take on human behavior? 

In this episode, host and founder of The Agents of Change conference and podcast, Rich Brooks talks about the book that massively influenced him. 

Three Things You’ll Learn In This Episode 

Why influence is necessary 

Professional services are a high trust sale, and our prospects will always feel like they are taking on a lot of risk by buying our services. Social proof reduces their fear of loss, and shows them that we’re worthy of their risk, whether it’s in attention, time or money. 

The key takeaway from “Influence”

Human beings respond to reciprocity, authority and social proof because it makes buying decisions easier. Our prospects are so short on time that they are looking for certain cues about how credible and trustworthy we are. 

The inner dictator vs. the external leader 

It’s easier to help our team improve and perform from within. Everyone has an inner critic that can hold them accountable more effectively than we ever could as leaders. If we leverage that in how we manage, any improvement is self-driven instead of feeling like it’s coming from us. 

Guest Bio 

Rich Brooks is a Digital Marketing and Social Media Consultant, founder and president of flyte new media, a web design and Internet marketing firm in Portland, Maine, and the host and founder of The Agents of Change podcast and conference. To listen to the podcast and to find out about the next conference, visit https://www.theagentsofchange.com/. 

Identify what makes your business, organization, or event “remarkable” with Rich’s Remarkability Formula. Fill out the form at https://www.theagentsofchange.com/remarkability/ for a free consult. 

David Maister’s book, “Managing the Professional Services Firm” is quite honestly one of the most important and impactful books any business owner can read. It’s also the book that began my friendship with executive and leadership coach, Pat Scopelliti. 

It was only right that I brought him on as the first guest of One Book! David Maister’s book is a must-read for anyone who wants to think strategically, have “meta-conversations”, and diagnose the core problems in a business. 

In this episode, The Consigliori and I discuss why this book is so near and dear to us, and the most impactful takeaways from it. 

Three Things You’ll Learn In This Episode 

The big insight from David Maister that applies to everyone

“This is boring, but are you doing it?” When we approach a book with this question, we can fully dive into its applications and extend its reach. You have to approach with the mindset that there is an application somewhere that you’re going to agree with that you’re not doing. 

Every company is a professional services firm whether you know it or not 

In a professional service, you have knowledge that applies to the customer that they don’t have, and they come to you because they want your counsel. Whether you’re Costco or a lawyer, if you can help them solve their problems, you’re in a professional services moment. 

The big payoff of Managing the Professional Service Firm

Maister forces you to think strategically and have meta-conversation about business. It’s about being able to look at someone’s business and instantly get a sense of what's going on and what the core problem is.  

Guest Bio 

Pat is The Consigliori. He is an executive leadership and recruitment coach. Every Don needs his Consigliori. His failures must be analyzed, his successes celebrated. His limitations must be identified, fought, defeated and obliterated. His strengths and potentials must be fully employed, grown, leveraged and fulfilled. No Don can complete this ongoing mission without the right aid, at least not as powerfully as he will with his Consigliori's help. For more information, visit https://www.theconsigliori.com/. 

Managing the Professional Service Firm by David Maister