Scott Stratten, author of UnMarketing: Stop Marketing. Start Engaging, has two new books out. It’s kind of a buy-one-get-one deal; see, one book is just flipped upside-down and glued onto the back of the other one.

Good Vs. Evil: Stratten's competing book covers side-by-side

OK, maybe a teensy bit gimmicky, but it comes off as a pretty cute idea, really. The front-facing Book of Business Awesome explains “how engaging your customers and employees can make your business thrive.” Flip the book over and upside-down, and you’re faced with awesome’s yang: The Book of Business UnAwesome: The Cost of Not Listening, Engaging, or Being Great at What You Do.

Much like the cartoon angel/devil duo from Warner Bros. cartoons, each side addresses the same subject (in this case, “the awesome,” as Stratten insists upon putting it), but from different perspectives.

As you may have noticed from previous reviews, I am a fan of any business writer who can bring a little humor and lightheartedness to their work. Stratten achieves this and then some. Unfortunately, he goes a little overboard with the parentheses, and seems to think that sarcasm is utterly undetectable in the written word (therefore requiring him to point it out every time he uses it).

Aside from these minor irritations, though, this is an entertaining and insightful book(s). One area in which Stratten especially excels is making points that are both unsaid and forehead-slappingly self-evident. These alone make this book a satisfying read; after all, the best tip is the one that makes sense before you begin to implement it. Some examples: Continue reading »