Cover image for What clients love : a field guide to growing your business
What clients love : a field guide to growing your business
Beckwith, Harry, 1949-
Personal Author:
Publication Information:
New York : Warner Books, [2003]

Physical Description:
xvii, 282 pages ; 20 cm
Format :


Call Number
Material Type
Home Location
Item Holds
HF5415 .B4235 2003 Adult Non-Fiction Non-Fiction Area

On Order



In this behind-the-scenes chronicle, Eric Haney, one of the founding members of Delta Force, takes us inside this legendary unit from the beginning. There are details of the gruelling selection process, designed to break the strongest of men and single out the perfect soldier, and then the years of training that turns him into the ultimate modern warrior that is the Delta Force Operator.

Author Notes

While at Stanford University, Harry Beckwith won the national collegiate journalism award, was named Oregon Law Review Editor-in-Chief, and graduated Phi Beta Kappa in 1972. He worked as a federal judicial clerk, a medical malpractice and personal injury trial attorney, legal counsel to the city of Portland, Oregon, and for an advertising agency. He currently works with twenty-three Fortune 500 companies and is a branding consultant. He has written numerous marketing books including Selling the Invisible, which was named one of the top ten business and management books of all time.

(Bowker Author Biography)

Reviews 2

Booklist Review

In Beckwith's business best-seller, Selling the Invisible (1997), he demonstrated how marketing service-oriented businesses requires a different strategy than marketing traditional products. He uses the same format here to teach his principles of business planning and the fine art of the soft sell. The book consists of several hundred brief lessons in which Beckwith uses the success or failure of well-known companies to illustrate his points. Each one concludes with an aphorism in boldface that summarizes the lesson in a nutshell. In a helpful section on picking your company name, he notes that people tend to shorten names anyway and recommends starting off with a short, easily pronounceable yet edgy name. While he recommends having experts on board, he warns, "We disdain the person who speaks with too much authority. We cherish humility, even in people we suspect may be brilliant." Find a common way to communicate your uncommon skill. These lessons make for great inspiration, better left on your desk to flip through at random rather than read straight through. --David Siegfried

Publisher's Weekly Review

The author of Selling the Invisible tries to top that book's bestselling success with this breezy collection of one- to two-page friendly lecturettes on how to keep your business profitable. He might just do so, as it's difficult to imagine a book better suited in format to harried executives: they could gulp down the entire volume over the course of a single flight. Beckwith has somehow also managed to take a format where so many authors have tried and failed, and written a useful, direct and even at times inspiring book. In this age of information overload, Beckwith pulls some valuable lessons out of the bygone days of the 1970s, when, he says, consumers had infinitely fewer products and services to choose from, but seemed generally happier. Other valuable lessons for today's hard-charging businessperson include: "Hard sales lose business," "No superlatives" and, in order to understand how to run a successful business, "Study Starbucks." Beckwith is even able to take a simple thing like a name-e.g., Kinko's-and show how that chain was able, through its name (although the ubiquity of its open all-day-and-night locations didn't hurt), to crush the competition, whose names all sounded alike (e.g., InstyPrint, SpeedyPrint, etc.). Pocket-sized and packed with nuggets of wisdom, this is a rare winner in a glutted field. (Jan. 2) Forecast: There are planned ads in the New York Times, the Wall Street Journal, Money and Fortune; Web marketing; a TV satellite tour; blurbs from business sage Seth Godin; and the success of Beckwith's last book. It all adds up to what book publishers love: a hit. (c) Copyright PWxyz, LLC. All rights reserved

Table of Contents

Introduction: A Lesson from the Roadp. xv
Drawing Your Blueprints
Your Possible Businessp. 3
A Question That May Be Your Answerp. 4
Another Good Questionp. 5
Why Plan?p. 5
The White Hot Center: Nike's Geniusp. 6
Finding the White Hot Centerp. 12
The Fourteen Principles of Planningp. 13
1. Forget the Futurep. 14
2. Stop--Yes, Stop--Listeningp. 15
3. Celebrate Foolishnessp. 17
4. Resist Authorityp. 17
5. View Experts Skepticallyp. 18
6. Beware of "Science"p. 19
7. Mistrust Experiencep. 20
8. Mistrust Confidencep. 21
9. Avoid Perfectionp. 22
10. Beware of Common Sensep. 23
11. Embrace Impatiencep. 24
12. Find the Waterp. 25
13. Finding the Water: A Warningp. 26
14. Search for 100-Xp. 27
The End of "Missions"p. 28
How George Didn't Do Itp. 30
Fortune Favors the Boldp. 32
Laurel Cutler's and Ian Schrager's Insightp. 33
Ask Questions Like a Priestp. 34
The Classics of Businessp. 35
What Osborn Drugs and Target Tell Youp. 38
New Economy, Same Peoplep. 41
Four Building Blocks: Enormous Oranges and Canary Yellow Bugs: Clear Communications
Key Trend: Option and Information Overloadp. 45
Your Prospects: Everybody's Talkin' at Themp. 50
The Rise of Imagesp. 51
Your Marketing's Placebo Effectsp. 52
Snap Judgments Stickp. 53
The Humanist and the Statisticianp. 54
The Clever French Orangep. 56
Lessons from Stanford's Stadiumsp. 58
What Your Prospects Knowp. 59
An Important Word on Word of Mouthp. 60
Your Shortcut to Incredible Luckp. 63
Getting Publicity: The Giant Holep. 65
Publishing: Another Surprise Benefitp. 65
Four Rules for Getting Yourself Inkp. 66
Testimonials: A Startling Discoveryp. 67
Quoting No Onep. 70
What Is an Expert?p. 70
The Doctor from the Boondocks: How to Seem Expertp. 74
Your Key to Clarityp. 77
How to Look Expertp. 78
How to Sound Expertp. 79
Mark Twain's Marketing Lessonp. 79
The Boy Who Cried Bestp. 81
Why Superlatives Fail Colossallyp. 82
The Dale Carnegie Corollaries: The Power of Youp. 83
Rudolf Flesch and the Canary Bugp. 85
Harpers, McPaper, and Tigerp. 86
A Lesson from Jefferson's Tombp. 88
Shorter Sellsp. 90
How to Read a Sentencep. 91
Your Final Step: The Frenchman-on-the-Street Testp. 92
Absolute Brilliancep. 93
The Velvet Sledgehammer: A Compelling Message
Key Trend: The Decline of Trustp. 99
Cole's Wisdomp. 103
The Faster Way to Be Believedp. 104
A Wolverine and the Comfort Principlep. 105
What the Best Salespeople Sellp. 106
What Ordinary Salespeople Sellp. 107
How to Read a Short Listp. 107
How to Read a Short List, Twop. 110
Wield a Velvet Sledgehammerp. 111
A Game of Give and Takep. 113
Why Hard Selling Has Gotten Harderp. 114
What Would Aesop and Jesus Do?p. 115
Lessons from Colorado: Find the Forcep. 117
What Your Prospect's Nods Meanp. 118
Why Cold Calls Leave People Coldp. 119
Sell Like You Datep. 120
Why Goldman Sachs Cannot Cold Callp. 120
Remember Eddie Haskellp. 121
A Trick to Improve Your Presentationsp. 122
L.A. Confidential and The Rule of Contactp. 123
Lincoln Had No Slides at Gettysburgp. 124
How to Boost Your Chancesp. 126
Impressive Slide Shows Aren'tp. 127
Remember: It's a Visual Aidp. 127
Packaging the Bold or Conservative Ideap. 128
Do Like the Romansp. 129
Keep Talking Happy Talkp. 130
Dion and the Rule of Threep. 131
Think Pterodactyls and Typhoonsp. 133
Blue Martinis and Omaha Surfing: A Reassuring Brand
Key Trend: The Rise of Invisibles and Intangiblesp. 137
Georges Always Beat Alsp. 140
What's in a Name?p. 142
The Familiarity Principlep. 142
To Know You Is to Love Youp. 144
What Fidelity and Vanguard Show Youp. 145
Familiarity and the New 80/20 Rulep. 146
Understanding Your Brand: Gerber Unbaby Food and Salty Lemonadep. 147
The Limits of Every Brandp. 150
A Thousand Words?p. 151
Understanding Symbolsp. 153
Understanding Symbols: The 1965 Piratesp. 154
Lessons from Lowe'sp. 155
Move Your Message Upp. 157
Kinko's Clevernessp. 158
Why Copy Shops Strugglep. 160
Sir Isaac Newton, Human Beingp. 161
Omaha Surfing and Jefferson Airplanep. 162
Clients Love Odd Thingsp. 164
Blue Martini, Loudcloud, and Other Odd Ducksp. 165
How to Think Oddp. 166
Hit Your Prospects in the Nose, Toop. 168
A Powerful Tool for Brandingp. 169
Finding Your Perfect Name: The Descriptive Namep. 170
The Perfect Name, Option Two: An Acronymp. 171
Option Three: The Neologismp. 171
Option Four: The Geographic Namep. 172
Option Five: The Personal Namep. 173
Primrose and Yahoo! The Evocative Namep. 175
A Checklist for Avoiding the Lake Tahoe Namep. 176
Harley, Ogilvy, and the Incredible Shrinking Namesp. 179
Churchill Was Right: Your Package Is Your Servicep. 180
Imagineering's Six Commandmentsp. 182
Clients Understand with Their Eyesp. 183
Boiled Critter at Tiffany'sp. 184
What Your Space Says to Your Clientp. 187
No Room at the Bottomp. 188
Laid-Back Heart Surgeons and Other Horrorsp. 190
But It Helps Recruitmentp. 190
Some Help from Hong Kongp. 191
Just Junk Itp. 192
Americans the Beautiful and Pretty Woman: Caring Service
Key Trend: The Wish to Connectp. 195
New Communitiesp. 196
Starbucks' Key Insightp. 198
What Your Clients Actually Buyp. 201
A Lesson from Hong Kongp. 203
An Insight from The Great Gatsbyp. 205
Americans the Beautiful: Understanding Positive Illusionsp. 207
Watching Pretty Womanp. 209
Uncertainty and the Importance Principlep. 211
People Need Peoplep. 212
Money Can't Buy You Loyaltyp. 213
Efficient Tools Aren'tp. 214
"Thank You, (Enter Client Name Here)"p. 216
The End of the Linep. 216
Kohl's Race to Clients' Heartsp. 218
How Priceline Almost Snappedp. 220
The Good Neighbors Drop Byp. 221
The Mercer, the Morgan, and the Grand: The Power of Welcomep. 222
Your Fastest Way to Improve Client Satisfactionp. 224
Four Rules for Choosing Clientsp. 225
The Gift That Isn'tp. 225
Your Clients Were Always Rightp. 226
Keeping a Client's Confidencep. 227
A Promise Written Is a Promise Keptp. 227
Your Three Key Moments: 3, 24, 5p. 229
Understanding Listeningp. 230
Your Silence Is Goldenp. 232
How to Listenp. 233
A Lesson from the Eastern Oregon Desert: How to Remember Namesp. 234
The Rule of "Whole Plus One"p. 235
Ten Rules of Business Mannersp. 237
Staff Like Spagop. 238
Ritz-Carlton's Shortcut to Satisfied Clientsp. 239
How Judy Rankin Shot a 63p. 241
The Traits Clients Love
Humility and Generosityp. 245
Sacrificep. 247
Opennessp. 249
Integrity and What It Actually Meansp. 250
What Clients Love Mostp. 252
Your Greatest Asset
Why do Some People and Businesses Thrivep. 257
Checklist: Questions to Ask in Building an Exceptional Businessp. 261
A Reading List for Growing a Businessp. 267
An Interview with Harry Beckwithp. 274
My Favorite Part: Acknowledgmentsp. 279