ICONIC: How Organizations and Leaders Attain, Sustain, and Regain the Ultimate Level of Distinction

by Scott McKain

Named by Forbes Inc. as one of the Top Ten business books of 2018. Scott McKain, award-winning speaker and author, explains how to move beyond being distinctive and to take your brand and business to the next level, to become iconic by knowing your customer and audience and providing the Ultimate Customer Experience every time. What if merely “standing out” from your competition isn’t enough to take your brand and business to the highest level? How do you become an iconic organization or leader? Being distinctive in the marketplace used to be the pinnacle of success. In today’s global marketplace, that mountain has become significantly more difficult to climb. And, with the explosion of social media, the competition for attention -- and customers -- is more intense than ever before. Standing out is not only more challenging than ever, it now has less of an impact on sustained growth. To be a lasting company, leader, or brand on a positive trajectory today, one must become iconic. In his new book, ICONIC, award-winning author and speaker Scott McKain examines what an iconic organization or leader is -- and helps you attain and retain that rare status. If your company has slipped in its standing (for example, think Sears or Nokia), McKain teaches you how you can regain your position. This is accomplished through unconventional ideas such •     Go negative for greater success •     Do not “under-promise/over-deliver” •     Quit selling your products and services ICONIC is filled with insightful advice and practical examples. It’s not a book merely expressing an unproven, unrealistic theory. ICONIC teaches the critical, specific steps required to attain the highest level of distinction. Each chapter includes study questions to be used in company-wide or departmental focus groups to help you achieve iconic status.   And, the examples used are not merely another recitation of praise for Starbucks, Apple, Google, Southwest, and Amazon. You will discover the only two factors upon which customers and employees judge your organization. You’ll meet and learn from the millionaire chimney sweep…the valet parking attendant building an iconic craft brewery…the single store steakhouse in the Midwest with higher revenue than New York City’s famed Tavern on the Green…and many more.   ICONIC delivers powerful, practical, and precise steps for anyone from a Fortune 500 CEO to a solo-entrepreneur. From major industries to network marketing, there are critical insights awaiting you in ICONIC. The goal of this book is to is to help you and your organization achieve iconic status through sound research and practical wisdom. After reading ICONIC, you will be ready to take your business to the highest level.

182 pages, Kindle Edition

Published October 9, 2018

Reviews

[John · Rating 5 out of 5]

This was concise, easy to follow, and just excellent. As a sole-proprietor of my business it may not seem like I would garner much from a book about building an "Iconic" organization. But, it breaks it down to building a culture where everyone has a focus on their customers/clients, team, and brand. In short, it is about building synergy with the people around you, including the ones paying you: clients/customers.

He starts with some stories of how NOT to do it, then some stories of how it as been done. Then he get to the most important aspect: HOW TO DO IT. It is in no way a can't-miss formula, but if you focus on being customer focused, open to criticism (and adjust if needed due to those criticisms), stay positive and moving forward (Offensive), let your product/service speak for itself (stop selling), and be respectful of ALL around you when it is earned, but do it first (reciprocal), you too can be at the very least, better than you were before.

[John · Rating 5 out of 5]

I attended the author's motivational speaking engagement at my employer's annual sales kickoff. All attendees were provided a copy of the author's book Iconic. A major theme running through the book (and the live presentation) was how to distinguish yourself from your competitors. After the presentation, I ran in to Scott in the lobby. I engaged him in a discussion about his presentation. I was very impressed with his accessibility, and how he answered my questions directly and specifically. Scott always gave eye contact, and seemed interested in my feedback. Scott McKain distinguished himself in those few minutes we spoke.

The book met and exceeded my expectations, as I was able to gain valuable insights in selling to prospects and retaining customers. It was well written and organized.

[Jayne · Rating 5 out of 5]

A must-read book for all leaders and entrepreneurs. Packed full of new insights into how to be iconic this book is guaranteed to make you think. In my opinion, this is an ICONIC book.