3 business books that changed my life: The PR Warrior Trevor Young

Trevor YoungWhen it comes to running your own business, there is no shortage of information out there. Business books are in plentiful supply. So how do you work out the ones that are worth reading and the ones that should be left on the shelf?

In our new series “3 Business Books that Changed My Life” we ask some of Australia’s top business bloggers and business owners for their recommendations. Kicking off our series is Trevor Young, the man behind the popular PR Warrior blog. This was recently named by Smart Company as one of “Australia’s 25 Best Business Blogs” and was a finalist in the “Best Australian Blogs 2011 Competition” run by the Sydney Writers’ Centre.

Trevor is also Director of Strategy and Innovation at Edelman Australia, communications consultant, speaker and founder of Bloghub.

From Trevor Young: 3 Business Books That Changed My Life:

The Cluetrain Manifesto: The End of Business as Usual
by Rick Levine, Christopher Locke, Doc Searls, David Weinberger

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
So begins The Cluetrain Manifesto, one of the more important business books ever published (IMHO).
This seminal work looks at how the internet is changing the business landscape. Bear in mind social media did not exist in 1999 when it was first published but its emergence in recent years keeps the thinking in this book mightily fresh.

In true internet style, Cluetrain is available for free on the web but I’d recommend paying for the physical book … read it, mark it up with notes and highlighter, and keep it handy!
N.B. if you’re still not convinced, just read the 95 theses upon which the book was written – http://www.cluetrain.com/book/95-theses.html

The New Rules of Marketing & PR
by David Meerman Scott

This book was first published (I believe) in 2007 but has only recently been updated, thus making it one of the first books to tackle the emerging topic of social media.
It’s a very pragmatic book and focuses on how to use news releases, blogs, podcasting, viral marketing & online media to communicate with the marketplace and reach buyers directly.
Critically, it brings together (and makes sense of) a lot of the threads of new media, and is a must-read for anyone in the PR and marketing communications business. Equally, entrepreneurs, business owners and CEOs of major organisations will also find value in it.
I’ve also read (and can recommend) a number of Scott’s books, including Real-Time Marketing & PR and World Wide Rave.

MicroMarketing: Get Big Results by Thinking and Acting Small
by Greg Verdino

I really loved this book. It’s only been released in recent times and discusses some big picture themes highly relevant to business today. Verdino maintains the next big thing (and the key to new marketing success) is actually very small – in fact, it’s so small it’s micro.
Verdino’s thinking is very counter-intuitive to the notion that bigger is better when it comes to marketing.
MicroMarketing is worth getting for the chapter on Lauren Luke, a single mum from a small English town who went from selling cheap cosmetics on eBay to partnering with Sephora to develop own line of make-up products. It’s a great yarn and brings to life all of Verdino’s MicroMarketing principles.

• Anything You Want – Derek Sivers
• Rework – Jason Fried & David Heinemeier Hansson
• Career Renegade – Jonathan Fields

What are your favourite business books?


About Valerie Khoo

Valerie Khoo is founder and national director of the Australian Writers' Centre, the country's leading centre for writing courses. She is a journalist, blogger and author. Her latest book is "Power Stories: The 8 stories you MUST tell to build an epic business" (Wiley). Valerie is a keynote speaker, small business commentator, and investor and mentor to startups and businesses in Australia.