Jan 29, 2010

Ad Man's Book Club: January 2010 Choice

How to Win Friends & Influence People - Dale Carnegie

As I searched for January's
Ad Man's Book of the Month, I read six books this month. They were bestsellers. One of them had sold over 30 million copies. But I wasn't satisfied.

None of them could beat this classic, Dale Carnegie's
How to Win Friends & Influence People. If there is only one book you read in your life time, this should be it.

It surprises me that David Ogilvy didn't include Dale Carnegie to his reading list at the end of
Ogilvy on Advertising. Although Ogilvy mentions How to Win Friends & Influence People, and it's very clear that he has read it. Maybe Ogilvy didn't want to share all his secrets of success.

The first time I wrote about Dale Carnegie's book I titled the article
"The Last Book You Will Ever Have to Read". Today, I still stand behind it.

Now I let Dale Carnegie convince you that his
book belongs on your desk as it sits on mine:

'"Education," said Dr. John G. Hibben, former president of Princeton University, "is the ability to meet life's situations." If by the time you have finished reading the first three chapters of this book–if you aren't then a little better to meet life's situations, then I shall consider this book to be a total failure so far as you are concerned. For "the great aim of education," said Herbert Spencer, "is not knowledge but action."
And this is a action book.'

The book is divided to four parts.

PART ONE: Fundamental Techniques in Handling People
PART TWO: Six Ways to Make People Like You
PART THREE: How to Win People to Your Way of Thinking
PART FOUR: Be a Leader: How to Change People Without Giving Offense or Arousing Resentment

And no, I'm not an affiliate of Dale Carnegie. Although I could retire rich and young if I got a dollar every time I recommend this book to someone.

So far no one has ever told me that it was waste of their time to read
How to Win Friends & Influence People by Dale Carnegie. This book changed my life and I guarantee that you will find it thought-provoking too.

Maybe next time I will tell you what is the second most important book in my life. I can tell you this for now,
Ogilvy on Advertising was number three.

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