Business Unusual

Beschreibung

Explore how to build business resilience in the face of uncertainty and learn to thrive in often digital-first environments by connecting with your people and customers in a meaningful way.
It all feels pretty overwhelming right now. People are feeling uncertain and disillusioned. How do business leaders create resilient organizations that can reassure people, deliver and truly connect with a values-driven audience, often through digital-first channels? Explore how your customers and your people demand more than business as usual. This book reveals the psychology behind how we feel about businesses, their communications and their leaders in a digital world. From understanding the new dynamics shaping online behaviour, to the evolving expectations driving employees and consumers, Business Unusual will teach you how to build a resilient business - one that is built on trust, an engaged and fulfilled workforce, and the brand values that can empower you to craft resonant communications and relationships. Join the trailblazers that are transforming how we think of, and conduct, business. With insights from cutting-edge research and real-world case studies, learn how to apply psychological frameworks and practices that can help you develop a futureproof brand that people believe in, both inside and outside the organization.
Explores how companies can stay contextually relevant and resilient to change by connecting with a values-driven business audience incorporating customers, partners and teams
Details how leaders and corporations can develop strong ties to their supporters and meet their evolving expectations with authentic emotionally-intelligent communications
Applies the concepts of brand and business authenticity, resilience and purpose to digital-first environments with case studies that include Adidas x Parley, Allbirds, Mercado Libre, BlackRock and Bloom & Wild
Is part of the Inspire series, which offers insightful analyses of the new, VUCA world of business, from digital transformation to the age of artificial intelligence and beyond

Autor*in

Nathalie Nahai
Nathalie Nahai is a speaker, author and web psychologist. Having worked with clients like Google, Unilever and Accenture among others, she is an expert on the psychology behind consumer behaviours, teaching companies to ethically apply behavioural science to enhance their online presence, communications, product design and customer experience. She is also a member of the BIMA Human Inisghts Council. The host of the Hive Podcast as well as several Guardian podcasts, she has appeared in The Atlantic, The Wall Street Journal, Business Insider, Forbes, Marie Claire, Stylist, The Telegraph and TV and radio numerous times to discuss emerging technologies. She is based in Barcelona, Spain.

Themen in »Business Unusual«

Resilience Digital transformation Branding Authenticity Purpose-led business Consumer behaviour Online behaviour Consumer trust

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"As we face increasingly complex challenges, this book offers a vital road map for how we might transcend old ways of doing business and charter a more resilient, purposeful and values-driven path forward. Essential reading for business leaders and educators alike."
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"Change happens to us or because of us. It's a choice, really. As Nathalie Nahai teaches us, life and work, and possibility, are all a process of becoming. It's what we do along the way that shapes our next adventure. Be the change."
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"Through Nathalie Nahai's thoughtful application of behavioural science and the humanity of her stories, Business Unusual lights the way for the future of intelligent branding in a turbulent world. A highly engaging and informative read for anyone wondering how marketing can meet the moment in an authentic way."
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"Once again Nathalie Nahai has translated the latest findings from psychological science into an immense store of practical wisdom."
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"In a world where there is no longer any such thing as 'business as usual', Nathalie Nahai's Business Unusual is the timely guide to the future you need. This thoughtful and deeply researched study of a wide-ranging spectrum of business challenges - from the trap of 'wokewashing' to the issues of 'Zoom culture' - arms the reader with perspectives and insights that will enable anyone to future-proof their business with confidence."
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"Business Unusual is a powerful clarion call for business leaders to see themselves and their stakeholders differently. Nathalie Nahai explains these new rules of engagement with empathy and conviction. These are new rules that we can all embrace."
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"Very few thinkers, and even fewer writers, can articulate the complex nuances underlining today's biggest business challenges with the elegance, depth and eloquence of Nathalie Nahai. A rare polymath with deep expertise in tech, marketing and psychology, she has written one of the defining business books of our times. Every leader should study this book in detail - we will all be better off if they do."
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"Nathalie Nahai richly illustrates the cultivation of bravely responsible, authentic and empathic values - those that build true resilience in this bewilderingly disruptive age."
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"In Business Unusual, Nathalie Nahai successfully captures changing times as reflected in changing generations. She makes clear the old ways of doing things will no longer suffice in the third decade of the 21st century, when shifting preferences and proclivities dominate business as they do politics."
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"A lively, practical guidebook for any business leader navigating the perils of pandemics, tech disruption and radically more judgmental expectations of customers and talent. Because the rules are changing in real time."
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