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Speak Human: Outmarket the Big Guys by Getting Personal
You like to think that your company would succeed if it were bigger. While you're dreaming about growth, you might be missing a huge new ways of communicating are changing how we connect with customers. These methods give small companies like yours a great advantage. You're agile, fast, and passionate; now you just have to harness that power. So put down whatever you're doing and read this book. Speak Human will help you leverage the power you already have. (And if you're a big company, it's time to think "small" and get personal.)
308 pages, Paperback
First published January 1, 2009
About the author
Eric Karjaluoto
6 books5 followersEric Karjaluoto is Creative Director and a founding partner of the creative agency smashLAB. Since 2000, he has helped a broad range of clients, including CN, The Vancouver Aquarium, The Nature Conservancy, Canadian Heritage, ThoughtFarmer, lululemon athletica, Crescent Spur, WWF Canada, BC Film + Media, Tourism Vancouver, and the University of Minnesota’s Institute on the Environment with their strategic, design, and communication challenges.
This work has been recognized by The Adrian Awards, TIME, Communication Arts, The Advertising & Design Club of Canada, The Lotus Awards, Applied Arts, Graphis, Icograda, and others. In 2007, he spearheaded Design Can Change to unite designers and address climate change. Eric writes about design at erickarjaluoto.com and has spoken at events for AIGA, SEGD, and GDC.
He is the author of Speak Human: Outmarket the Big Guys by Getting Personal (smashLAB, 2009). His second book, The Design Method: A Philosophy and Process for Functional Visual Communication (New Riders, 2013), was released in August 2013. Eric lives in Vancouver with his lovely wife and two delightful boys.
This work has been recognized by The Adrian Awards, TIME, Communication Arts, The Advertising & Design Club of Canada, The Lotus Awards, Applied Arts, Graphis, Icograda, and others. In 2007, he spearheaded Design Can Change to unite designers and address climate change. Eric writes about design at erickarjaluoto.com and has spoken at events for AIGA, SEGD, and GDC.
He is the author of Speak Human: Outmarket the Big Guys by Getting Personal (smashLAB, 2009). His second book, The Design Method: A Philosophy and Process for Functional Visual Communication (New Riders, 2013), was released in August 2013. Eric lives in Vancouver with his lovely wife and two delightful boys.
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Displaying 1 - 5 of 5 reviews
September 3, 2010
What I really enjoyed about Speak Human was that it's a very story-driven approach to discussing the advantages of being small company from a branding and marketing perspective.
Eric talks about why bigger used to be better, and how small companies are better able to take advantage of social networking and new methods of communication in order to really get personal with customers in way that feels "real," and goes beyond racking up a Facebook/Twitter "followers."
It's full of stories based on personal experience, and the "bonus" chapter with the Ten Digital Marketing Stories is pretty sweet. In it he outlines 10 different scenarios where different types of small businesses and independent contractors can leverage social media in a very real way to start getting more personal.
He also shares tons of real world experiences from his own studio, providing a very honest and candid perspective from a small digital agency (including things like why certain people get hired over others).
It's a hefty read, and there's a lot to it. Personally, I enjoyed reading it a chapter at a time while in public transit.
I think while businesses of any size can benefit from reading the book, its especially useful for small businesses and independent contractors, and anyone that needs to deal with branding and marketing on a daily basis.
Eric talks about why bigger used to be better, and how small companies are better able to take advantage of social networking and new methods of communication in order to really get personal with customers in way that feels "real," and goes beyond racking up a Facebook/Twitter "followers."
It's full of stories based on personal experience, and the "bonus" chapter with the Ten Digital Marketing Stories is pretty sweet. In it he outlines 10 different scenarios where different types of small businesses and independent contractors can leverage social media in a very real way to start getting more personal.
He also shares tons of real world experiences from his own studio, providing a very honest and candid perspective from a small digital agency (including things like why certain people get hired over others).
It's a hefty read, and there's a lot to it. Personally, I enjoyed reading it a chapter at a time while in public transit.
I think while businesses of any size can benefit from reading the book, its especially useful for small businesses and independent contractors, and anyone that needs to deal with branding and marketing on a daily basis.
January 8, 2011
Ah, as the world has become ever more filled with the "Big Guys" that is the corporations of today, we've come to not only experience, but expect to be spoken to and not heard from.
And this is the exact advantage that "we" (us regular folk) have to harness to get ahead and be successful. The human touch, and just that of Speaking Human - real down to earth conversations - is what drives and what separates us, all the while giving us the true benefit.
It's a great book... written on the exact premise as the title suggests. Eric writes from a human perspective, and seemingly so, a knowledgeable one. As anyone who reads his blog can attest, he's an excellent writer and the book does justice! As he indicates throughout the book, don't expect to be spoon fed plans of action - those days are over. More so, come for a wakeup call, a solid read and tons of wisdom.
Life.
And this is the exact advantage that "we" (us regular folk) have to harness to get ahead and be successful. The human touch, and just that of Speaking Human - real down to earth conversations - is what drives and what separates us, all the while giving us the true benefit.
It's a great book... written on the exact premise as the title suggests. Eric writes from a human perspective, and seemingly so, a knowledgeable one. As anyone who reads his blog can attest, he's an excellent writer and the book does justice! As he indicates throughout the book, don't expect to be spoon fed plans of action - those days are over. More so, come for a wakeup call, a solid read and tons of wisdom.
Life.
January 28, 2011
Lots of good ideas. The author could have been more succinct. And I have to say that his good ideas were hampered by the jarring use of profanity in the text. I still think people that resort to profanity are covering up for weak minds.
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June 3, 2016If you are after a niche market - this is a good guide. Customers are in the drivers seat, but they don't need to be "wowed" or impressed by every little thing - they just need quality service with tangible benefits.
January 8, 2013
Great book for anyone not wanting to fog their communication with industry lingo. There were a handful of grammatical errors which dumbed it down a bit though.
Displaying 1 - 5 of 5 reviews