Changing The Way We Read
by John R. Sedivy
Recently I have noticed a trend among books I am reading – at least the good ones. They are unconventional, not just in material, but in the format of the book itself, both outside and inside. Here are a few examples:
1. Meatball Sundae by Seth Godin
2. The Open Brand by Kelly Mooney and Dr. Nita Rollins
3. World Wide Rave by David Meerman Scott
What makes these books so different? For starters the size. These books are all smaller than ordinary books – not just length of the book itself but the overall dimensions.
Second, each of these books is conversational – similar to a blog. It’s as if the author is having a conversation with the reader and not merely passing along knowledge.
Third, the information is presented in a piecemeal format – again similar to a blog. Rather than long droning paragraphs, the information is provided in bits and pieces. This allows the reader to either quickly scan the page or read in-depth.
Consider the following statement from Seth Godin in “Meatball Sundae:”
“The Internet has taught us all to read paragraphs, not chapters, to look for quick hits of insight and then to surf on.”
I have read three of Seth Godin’s books so far, and each more or less supports this format. This is why his books are so easy to read. They are enjoyable yet packed with value.
The other books I had mentioned “World Wide Rave” and “The Open Brand” each contain chapters, yet they are formatted in a manner as to allow for “quick hits of insight and then to surf on.” Personally I like the chapter format as it allows for a convenient stopping point – however I love the new direction that the Internet is taking books.
This new breed of book is nice because not only are they easy to read, but they are not intimidating. I think back to how often I would stare at a book on my desk that I actually wanted to read – however the 300 – 500 page thickness and bland presentation would delay me from starting. I am more than intelligent enough to comprehend the material, however many times I would just not have the energy to dig in as I knew it would take some time and energy.
This is what is truly amazing abut the new writing style brought about by the Internet. It’s easy, not intimidating, fun, all without sacrificing value.
At first I did not realize it was truly a new style – however Seth Godin’s statement referenced above tuned me into this – and he is absolutely right. How many times have you abandoned an Internet news article that has gone beyond one page?
-John R. Sedivy of Cape Cod Branding
The Entrepreneurial U
by John R. Sedivy
When Amy and I started Cape Cod Branding we would chat about “The Entrepreneurial U.” With The Entrepreneurial U our thought was when we started our business motivation was very high – we were setting out to conquer the world. This lasts for some time maybe a month or two, maybe less – but it is a consistent feeling – this is the left side of the “U.” As more time passes and the realities of day-to-day life set in, things become more difficult. You may begin to doubt your choice, you may wonder if entrepreneurship is for you, or if you selected the right business. This is what we consider sliding down the left side of the “U.”
The bottom of the “U” is when you hit rock bottom. It may appear that you have zero to few customers, and the endeavor may not appear to be worthwhile. You may feel that you are about to hit the point of no return and there is still time and you could turn back. This is where self-doubt kicks in to full force and you seriously risk losing what you have ventured. The tough part of the bottom is that you never know when you are there – only in hindsight can one truly know.
But just as all seems lost – a glimmer of hope emerges!
Something hits! Just when you thought it was over, a customer or client comes calling and is interested in purchasing your product or service. This fuels the next leg of your business in terms of badly needed cash and motivation. Then another person or business is interested, and then another – thus begins the journey up the other side of the “U.” The “Entrepreneurial Switch” literally flips – a subject which I will discuss more in a future article.
The Dip
I had meant to write this article for some time, but procrastination got the better of me. In hindsight I am glad I held off on writing this article and here’s why.
I had just finished reading “The Dip” by Seth Godin which basically describes this concept perfectly. Seth Godin had thought of “The Dip” well before I had started my business and discussed the concept of “The Entrepreneurial U” with Amy. What was refreshing about coming across this was that others had experienced “The Dip” as well. Sometimes when you go through a difficult time it is easy to feel isolated. However the isolation is generally not real, but perceived – in reality many are likely going through the same thing, or have gone through it themselves.
A Great Read
Little did I know when I thought of our combined experience was that Seth Godin had written about this phenomenon in a broader sense and titled it “The Dip.” The Dip may apply to any situation or struggle you are having, starting a business, managing your corporate career, schooling, anything.
I am glad for having read “The Dip” – first and foremost because it is an exceptional read – I highly recommend it to anyone tackling a difficult challenge who needs encouragement and a method of self-evaluation. Second, if I would have posted this article without knowing about The Dip – I would have likely received comments from others about not having done my homework. I will write more about The Dip in future articles and our personal experiences related to this book.
After reading “The Dip” and prior to writing this article I had considered abandoning “The Entrepreneurial U” concept, however I have since changed my mind while writing this article. Although as I had previously mentioned “The Dip” does perfectly describe this occurrence – it is general in nature to apply to a wide variety of circumstances. I believe there is room for something more specific to describe the experience of the entrepreneur while using The Dip as a foundation.
Are you an entrepreneur who is currently going through a Dip? Have you gone through one in the past and emerged successfully? I would be interested in your story in the form of comments! Also, drop us a comment because we will be sending one of our lucky readers their very own copy of “The Dip!” Winner will be randomly chosen on August 22, 2009 at 8:00 PM EST from the comments received on this article, so be sure to get your comment in before then!
Time’s Up! Lucky us, we didn’t even need a random picker since we only had one comment. 
Congrats to John, we’ll be sending him his very own copy of The Dip.
-John R. Sedivy of Cape Cod Branding
Fleeced Book Review
by John R. Sedivy
I became interested in “Fleeced” for two reasons – first I had read “Catastrophe” by the same authors and really enjoyed it. Second, when I had purchased “Catastrophe” at Barnes and Noble, the woman assisting me with the purchase recommended “Fleeced” as she had read it and just purchased it for her father. This made me strangely intrigued – upon purchasing one book I was getting a recommendation for the previous work – I had to check it out.
The easiest way to provide a description of what this book is about is to provide the whole title: “Fleeced: How Barack Obama, Media Mockery of Terrorist Threats, Liberals Who Want To Kill Talk Radio, The Self-Serving Congress, Companies That Help Iran, And Washington Lobbyists For Foreign Governments Are Scanning Us…And What To Do About It.” The title pretty much sums it up. The authors, Dick Morris & Eileen McGann argue that at every turn we are being fleeced and that we need to take action to stop this. The book serves as a whistle-blower of sorts with an “action agenda” outlined for each instance of fleecing. Those who have read “Catastrophe” will be familiar with the format.
Highlights
Here are what I consider to be the top three strengths of “Fleeced:”
1. Bipartisan
2. Strong research
3. Rational but humorous tone
It may seem strange that I am calling this book bipartisan given the title of this book. However, this is one of the most bipartisan books I have read. Although it is true that the authors attack the liberal viewpoint they do not hold back on pointing out conservative wrongdoings. Given that the original published date of this book was June 2008 – the author points out flaws in both the approaches of then President George W. Bush, and what could occur if Barack Obama took office – at times with crystal ball accuracy. I found this to be a unique aspect when compared to other political books.
As with “Catastrophe” I enjoyed the extensive research that went into making this book. The authors provide plenty of examples – actually more than you may care for. To me this adds credibility to the work and provides plenty of places to search or for follow-on reading should you be interested.
Lastly, I really enjoyed the tone of “Fleeced” – it’s a combination of intellectual with a bit of sarcasm. The rational tone again added credibility as the authors explore the issues thoroughly, but throw in a bit of sarcasm to keep things lively – actually, it’s pretty comical at times. One of my favorite examples of the tone of this book appears at the end:
“Cleaning up the government and policing private business can be a bit like trying to eradicate cockroaches. Every year or two a new generation appears, immune to last year’s preventative measures. It’s up to us to come up with new, improved ways to kill the bugs we can catch and keep the rest on the run.”
The authors argue not for big government or small government, but for a government that punishes those who harm it’s citizens and rewards those who better it’s citizens. Interesting food for thought, but packaged in a different way – this is the essence of “Fleeced.”
Drawbacks
Despite the strengths of “Fleeced” there are a couple of drawbacks. First, I found this book to be a bit sensational at times. I know that given the title, this should not come as a surprise – however it seemed much more so than “Catastrophe” which caught me off guard. Given that “Catastrophe” seemed to tone this down and focus on more of the rational aspects of the argument, I believe the authors are heading in the right direction.
Second, although the extensive research was a major strength of this book, I felt at times it detracted from the overall experience. I had listened to the audio book and sometimes it felt like the listed examples encompassed multiple tracks (they may have, however I am usually multi-tasking when I listen to these books). Perhaps some of this data would have been better placed in an appendix. There is a fine line between establishing credibility and boring your audience and at times I felt the authors crossed that line.
Closing Thoughts
I really enjoyed “Fleeced” and even though some of the material is dated, there is still value here for those who are interested – the strengths far outweigh the few minor weaknesses. With their research, Dick Morris and Eileen McGann do a great job bringing the misdeeds of politicians and private companies to the forefront, and if nothing else, this will further educate you as a voter, consumer, or investor. I consider myself fairly well informed, however, there were many instances where I was surprised by the information presented. Although I did find “Catastrophe” to be a better work, “Fleeced” is still a great read, I am moving to their previous work “Outraged” next.
If you enjoyed “Fleeced” you should also read “Catastrophe” by the same authors, and “Liberty and Tyranny” by Mark R. Levin.
-John R. Sedivy of Cape Cod Branding
