MARKETING MIX: Book of the week

The Invisible Grail by John Simmons (Texere, £14.99)

When I attended the Sloan masters programme at London Business School a few years ago, I learnt many things. One of the most surprising, to me at least, was the fact that many people (even pretty high-flying business people) aren't too good at writing coherent, convincing or persuasive prose. As a result, they tend to underestimate and neglect the power of words.

John Simmons' latest book, The Invisible Grail, is aimed at those very people, as well as the rest of us, who overlook the effectiveness of words.

In effect, The Invisible Grail takes up the story where his previous book (We, Me, Them & It) left off.

Here, however, Simmons argues not only for the power of words, but also for the power of storytelling - the ability to deliver a yarn eloquently to win hearts and minds, to coin a cliche.

One small quibble - Simmons doesn't stress strongly enough the fact that words and deeds are in effect two sides of the same coin. Saying things in the right tone of voice will be pretty ineffective if the product or service doesn't deliver on those promises. All fur coat and no knickers does not make for a powerful brand. That apart, Simmons offers a real potpourri of delicacies.


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