Ever wonder why you choose to do business with some people and not with others? Why you "love" some brands and "hate" others? How the seemingly instant opinions you form about people you meet are often correct?
In the Human Brand: How We Relate to People, Products and Companies, authors Chris Malone and Susan T. Fiske simplify the complex evaluations people make every day about businesses and people based on two fundamental elements: warmth and competence. And they provide insight and guidance into ways you can strengthen perceptions of these two critical perceived traits to enhance your competitive edge, no matter what the endeavor.
Based on extensive research and replete the anecdotes from business and everyday life, the Human Brand is a great read for anyone in business and everyone who seeks to better understand why we do the things we do.
Available on Amazon.
Available on Amazon.
