Business Unusual: Values, Uncertainty and the Psychology of Brand Resilience

by Nathalie Nahai

Overview

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.

Product Details

ISBN-13:	9781398602212
Publisher:	Kogan Page, Ltd.
Publication date:	09/28/2021
Series:	Kogan Page Inspire
Pages:	264
Product dimensions:	5.47(w) x 8.50(h) x 0.59(d)

About the Author

Nathalie Nahai is a speaker, author and consultant, whose work explores persuasive technology, ethics, and the psychology behind evolving consumer behaviours. With clients including Google, Unilever and Accenture, she teaches companies how to ethically apply behavioural science to enhance their online presence, communications and customer experience. A member of the BIMA Human Insights Council, Nathalie hosts The Hive Podcast and has spoken about the impact of emerging technologies in The Atlantic, The Wall Street Journal, Business Insider, Forbes, Harvard Business Review, Stylist, The Telegraph, as well as TV and radio. She is based in Barcelona, Spain.

Table of Contents

** Chapter - 00: Introduction; ** Chapter - 01: Times they are a-changin'; ** Chapter - 02: We demand more; ** Chapter - 03: Living the good life; ** Chapter - 04: Up close and personal - Deepening the people–business relationship; ** Chapter - 05: The lure of woke-washing - Values and virtue signalling; ** Chapter - 06: Emotionally intelligent communication - What not to do; ** Chapter - 07: How to recover when it hits the fan; ** Chapter - 08: Adapting to virtual-first relationships without losing touch; ** Chapter - 09: Business, unusual

Editorial Reviews

"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."

Bestselling author of 'How To Have A Good Day' a Caroline Webb

"Once again Nathalie Nahai has translated the latest findings from psychological science into an immense store of practical wisdom."

Rory Sutherland

"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."

Author and James Macgregor Burns Lecturer in Publi Barbara Kellerman

"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."

David Rowan

"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."

Author and Professor of Business Psychology at Uni Tomas Chamorro-Premuzic

"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."

Author of 'Intrinsic' Sharath Jeevan

"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."

Cindy Gallop

"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."

Scott Barry Kaufman

"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."

Brian Solis

"Nathalie Nahai richly illustrates the cultivation of bravely responsible, authentic and empathic values - those that build true resilience in this bewilderingly disruptive age."

Nell Watson