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HARVARD BUSINESS REVIEW PRESS Branded SeriesBestselling advice, practical tips, and useful tools— from the most trusted name in business.
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To learn more about our books and content, visit hbr.org/books.
hbr.org/books 1
W H Y H A RVA R D B U S I N E S S R E V I E W P R E S S ?
Harvard Business Review is an iconic brand in business and the leading global destination for smart management thinking. Whether reading our magazine, books, blogs, or using our tools found on HBR.org, people around the world turn to HBR for the smartest advice and most useful business thinking. The numbers show our strength:
• Worldwide magazine circulation of more than 370,000 • Distribution in more than 50 countries plus 12 translated editions • Nearly 4 million visitors each month to HBR.org • More than 4 million fans and followers across our social media channels • Over 1 million total downloads of HBR iPhone and Android apps • More than 575,000 copies of HBR’s 10 Must Reads sold worldwide
Introducing the 20-Minute Manager SeriesSmart advice, right when you need it. Our new series addresses the very real problem of being short on time and needing answers fast. But not just any answers—the right ones, from the best source. The new series launches this spring (2014) with four titles, followed by another four titles in June 2014. Perfect for spinners, plane rides, and for getting up to speed the day before the big meeting or presentation. Topics include managing time, finance basics, delegating work, running meetings, presentations, and more.
What Makes Each Series Different?The 20-Minute Manager Series—Bite-sized books offering the fundamentals of business skills for readers who need to learn the basics fast.
HBR Guides Series—Launched in 2012, these books go more in-depth on perennial business skills for today’s managers, yet you can still grab them before jumping onto a flight.
HBR Must Reads Series—If you read nothing else, read these priority articles on core business topics. Pulled from the pages of HBR and featuring the perfect mix of ideas and minds shaping business today.
WorkvsLifeForget about balance—you have to make choicesPAGE 57
112 Managing Yourself
The Rules of TrustDavid DeSteno
80 Marketing
An AnthropologistWalks into a Bar…Christian Madsbjerg and Mikkel B. Rasmussen
23 Idea Watch
Make Your BestCustomers Even BetterEddie Yoon, Steve Carlotti, and Dennis Moore
MARCH 2014
1001 Mar14 Cover.indd 1 1/23/14 3:01 PM
Harvard Business Review Press | Branded Lines2
M A R C H 2 0 1 4
PresentationsLearn the basics of creating and delivering presentations that will engage your audience.978-1-62527-086-3 • 978-1-62527-087-0 (eISBN)
Managing UpTips on building a more productive, mutually beneficial relationship with your boss.978-1-62527-084-9 • 978-1-62527-090-0 (eISBN)
Finance Basics Grasp finance fundamentals and make smarter business decisions.978-1-62527-085-6 • 978-1-62527-089-4 (eISBN)
Managing ProjectsLearn the basics of managing a project, start to finish.978-1-62527-083-2 • 978-1-62527-088-7 (eISBN)
J U N E 2 0 1 4
Creating Business PlansCreating a business plan to launch your new venture? Here are the bases you’ll need to cover.978-1-62527-222-5 • 978-1-62527-227-0 (eISBN)
Delegating WorkHow to assign the right tasks and empower people to tackle them. 978-1-62527-223-2 • 978-1-62527-228-7 (eISBN)
Managing TimeHow to make the most of your day and meet your goals.978-1-62527-224-9 • 978-1-62527-229-4 (eISBN)
Running MeetingsWhat it takes to make your meetings productive, not painful.978-1-62527-225-6 • 978-1-62527-230-0 (eISBN)
Get up to speed fast on essential business skills. Whether you’re looking for a crash course or a brief refresher, you’ll find just what you need in HBR’s 20-Minute Manager series.
HBR’s 20-Minute Manager SeriesAdvice you can quickly read and apply, from the most trusted source in business.
POINTS OF I N T E R E S T
› The newest branded paperback series from Harvard Business Review—and the next addition to our spinners.
› Designed as “quick yet smart” reads for professionals who need to get up to speed fast—these books present the fundamentals clearly and accurately.
› Each book in the series is a primer on a necessary skill in business.
› All topics travel well internationally.M A R C H /J U N E 2 0 1 4
G E N E R A L M A N AG E M E N TAll Titles: 5" x 7" • 112 pages US$ 12.95 • £7.99 • Paperback and eBookWorld English • World Translation • World Audio
M A R K E T I N G H I G H L I G H T SStrong retail visibility and co-op • Spinners • Extensive promotion via HBR Channel, including print, online, and tablet advertising • E-mail marketing • Social media • Press release
New in 2014
hbr.org/books 3
N E W I N M A R C H 2 0 1 4
L AU N C H I N G I N J U N E 2 0 1 4
C O M I N G I N FA L L 2 0 1 4
Getting Work DoneHow to prioritize your work, stay focused, delegate tasks, and use technology to get more done.
978-1-62527-543-1 • 978-1-62527-548-6 (eISBN)
Giving Effective FeedbackCritical information on giving feedback to help manage a problem employee or reward a high performer on your team.
978-1-62527-542-4 • 978-1-62527-547-9 (eISBN)
Harvard Business Review Press | Branded Lines4
We all wish we could sharpen key management skills—such as writing more effective e-mails, focusing to-do lists on what really matters, giving more persuasive presentations, or dealing with a boss who makes you want to scream. But who has the time? The HBR Guides can help.
Packed with concise, practical tips from leading experts—and examples that make them easy to apply—the HBR Guides provide smart answers to your most pressing work challenges. Arm yourself with the advice you need to succeed on the job, from the most trusted brand in business.
HBR Guides Series Smarter Than the Average Guide
G E N E R A L M A N AG E M E N T5" x 9" • US$ 19.95 • £12.99 • Paperback and eBookWorld Rights
HBR Guide to Persuasive Presentations978-1-4221-8710-4978-1-4221-8715-9 (eISBN)
HBR Guide to Finance Basics for Managers978-1-4221-8730-2978-1-4221-8732-6 (eISBN)
HBR Guide to Better Business Writing978-1-4221-8403-5978-1-4221-8404-2 (eISBN)
HBR Guide to Managing Up and Across978-1-4221-8760-9978-1-4221-8761-6 (eISBN)
HBR Guide to Getting the Right Work Done978-1-4221-8711-1978-1-4221-8714-2 (eISBN)
HBR Guide to Project Management978-1-4221-8729-6978-1-4221-8731-9 (eISBN)
HBR Guide to Getting the Mentoring You Need978-1-4221-9600-7 978-1-4221-9749-3 (eISBN)
HBR Guide to Managing Stress at Work978-1-4221-9601-4978-1-4221-9750-9 (eISBN)
C O M I N G I N FA L L 2 0 1 4
HBR Guide to Coaching Employees978-1-62527-533-2978-1-62527-538-7 (eISBN)
HBR Guide to Office Politics978-1-62527-532-5978-1-62527-534-9 (eISBN)
Hbr Guide to
Getting the Mentoring You Need
Pick the right mentorsTap your networkAchieve your goals
Smarter than the average guide
hbr.org/books 5
HBR Guides Series Smarter Than the Average Guide
Coming in Fall 2014
Harvard Business Review Press | Branded Lines6
The definitive collection of ideas and best practices for aspiring and experienced leaders alike. Each book is packed with enduring advice from the best minds in business, including Clayton M. Christensen, Peter Drucker, John Kotter, Michael Porter, Daniel Goleman, Ted Levitt, Gary Hamel, and many more. We’ve combed through hundreds of Harvard Business Review articles and selected only the most essential reading on topics that go beyond the fundamentals to help you be a more effective, well-rounded leader.
From leadership, strategy, and communication to managing yourself and others, HBR’s Must Reads offer foundational articles on essential business topics to help you maximize your organization’s performance—and your own.
HBR’s 10 Must Reads SeriesOver 575,000 copies sold worldwide!
AVA I L A B L E N OW
G E N E R A L M A N AG E M E N T
HBR’s 10 Must Reads Boxed Set978-1-4221-8405-9 978-1-4221-8329-8 (eISBN) 6 books • 5 1/2" x 8 1/4" US$ 99.00 • £76.99 Paperback Boxed Set • eBook Boxed SetWorld Rights
P R A I S E F R O M R E TA I L E R S
“ HBR’s 10 Must Reads series represents the definitive work of the world’s best business thinkers, collated for the busy professional. These classic articles from Harvard Business Review are an excellent value.”—MIKE ROBERTS, NONFICTION BUYER, W H SMITH
“ HBR’s 10 Must Reads series is essential for any professional or reader interested in a distillation of knowledge and wisdom from a constellation of star authors and writers in their various fields of expertise.” —KENNY CHAN, GENERAL MANAGER, KINOKUNIYA SINGAPORE
hbr.org/books 7
P R A I S E F R O M R E TA I L E R S
A L L T I T L E S5 1/2" x 8 1/4" US$ 24.95 • £16.99 Paperback and eBookWorld Rights
HBR’s 10 Must Reads The Essentials978-1-4221-3344-6 978-1-4221-7201-8 (eISBN)
HBR’s 10 Must Reads on Leadership978-1-4221-5797-8 978-1-4221-7202-5 (eISBN)
HBR’s 10 Must Reads on Strategy978-1-4221-5798-5 978-1-4221-7205-6 (eISBN)
HBR’s 10 Must Reads on Managing People978-1-4221-5801-2 978-1-4221-7204-9 (eISBN)
HBR’s 10 Must Reads on Change Management978-1-4221-5800-5 978-1-4221-7206-3 (eISBN)
HBR’s 10 Must Reads on Managing Yourself978-1-4221-5799-2 978-1-4221-7203-2 (eISBN)
HBR’s 10 Must Reads on Communication978-1-4221-8986-3978-1-4221-9151-4 (eISBN)
HBR’s 10 Must Reads on Making Smart Decisions978-1-4221-8989-4 978-1-4221-9143-9 (eISBN)
HBR’s 10 Must Reads on Teams978-1-4221-8987-0978-1-4221-9146-0 (eISBN)
HBR’s 10 Must Reads on Innovation978-1-4221-8985-6978-1-4221-9150-7 (eISBN)
HBR’s 10 Must Reads on Strategic Marketing978-1-4221-8988-7978-1-4221-9152-1 (eISBN)
HBR’s 10 Must Reads on Collaboration978-1-4221-9012-8978-1-4221-9142-2 (eISBN)
Harvard Business Review Press | Branded Lines8
Stats & CuriositiesH A RVA R D B U S I N E S S R E V I E W
Management TipsH A RVA R D B U S I N E S S R E V I E W
AVA I L A B L E N OW
G E N E R A L M A N AG E M E N T978-1-4221-9631-1 • 978-1-4221-9747-9 (eISBN)224 pages • 4" x 6"US$ 18.00 • £11.99 • Hardcover and eBook World Rights
AVA I L A B L E N OW
G E N E R A L M A N AG E M E N T978-1-4221-5878-1 • 978-1-4221-4235-6 (eISBN)224 pages • 4" x 6"US$ 18.00 • £11.99 • Hardcover and eBookWorld Rights
Did you know that job candidates who jokingly ask for high salaries receive better offers than those who don’t? Or that retail salespeople who mimic the way their customers speak and behave end up selling more? Taken from Harvard Business Review’s popular newsletter The Daily Stat, this highly quotable and remarkably useful book features a wide range of business statistics and general curiosities about professional life.
Drawn from HBR’s popular Management Tip of the Day, this concise, handy guide puts the best management practices and insights from top thinkers in the field right at your fingertips. Pick it up anytime you have an issue to solve or a few minutes to spare, and you’ll have a fresh, powerful idea you can immediately put into action. 50,000 copies sold
A L S O F R O M H A RVA R D B U S I N E S S R E V I E W
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How I Did ItLessons from the Front Lines of BusinessH A RVA R D B U S I N E S S R E V I E W
Nine Things Successful People Do DifferentlyH A RVA R D B U S I N E S S R E V I E W
Interviews pulled directly from the pages of Harvard Business Review magazine—How I Did It brings to life the real challenges faced in some of today’s best-known companies, straight from the CEOs who overcame the obstacles. Practical and usable, this collection features first-person narratives by a who’s who of renowned global leaders, including Jeff Immelt (GE), Anne Mulcahy (Xerox), Patrizio Bertelli (Prada), and Eric Schmidt (Google). Learn from them—and make better decisions in your own workplace.
Are you at the top of your game yet? Take your cues from this book, where strategies of the world’s most successful people are on display. Backed by research that shows which actions have the biggest impact on performance. Readers have called this “a gem of a book.” Get ready to accomplish your goals at last.
AVA I L A B L E N OW
G E N E R A L M A N AG E M E N T978-1-62527-221-8 • 978-1-62527-226-3 (eISBN)256 pages • 5 1/2" x 8 1/4"US$ 25.00 • £16.99 • Paperback and eBookWorld English • World Translation • World Audio
AVA I L A B L E N OW
G E N E R A L M A N AG E M E N T978-1-4221-9340-2 • 978-1-4221-8561-2 (eISBN)32 pages • 4" x 6"US$ 12.00 • £5.99 • Hardcover and eBookWorld Rights
SodaStream’s CEO on Turning a Banned Super Bowl Ad into Marketing Gold
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During the 2013 Super Bowl, I was on an airplane en route to a business meeting, so I didn’t watch the game.
But back in Israel, where our company is headquartered, a group of Soda Stream ex-ecutives got together at a bar to watch. In Israel the Super Bowl takes place from mid-night to 4:00 AM, but my colleagues didn’t want to miss it. SodaStream had bought an ad—the first ever for an Israeli company and a big expense for a company our size, but the perfect way to increase awareness as we began ramping up sales in the United States.
Our ad reached more than 100 million viewers—but in an unexpected twist, an
ad that never even got on the air garnered more attention. We’d originally created a Super Bowl spot that took a direct shot at Pepsi and Coke. We tried to illustrate how the SodaStream home carbonation system could help reduce the number of cans and bottles—one billion—that wind up in land-fi lls worldwide each day. CBS rejected the ad, and after lots of legal wrangling, we had to use a tamer, less provocative one. Still, the dispute generated headlines around the globe, and from a marketing standpoint, the commercial was a great investment.
The experience provided some impor-tant lessons about how to market effec-tively at a time when online videos and
SodaStream was near bankruptcy when Birn-baum joined it, in 2007. He believed that the carbonated beverage industry was ripe for dis-ruption—and that meant going after Coke and Pepsi. What happened was a big surprise.
THE IDEA
by Daniel Birnbaum
Daniel Birnbaum is the CEO of SodaStream.
January–February 2014 Harvard Business Review 39
How I Did It…HBR.ORG
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