While I've taken it easy on the blogging beat lately, I haven't completely slacked. Fact is, I've read nearly 6 books on marketing in the last couple months. Even read Cialdin's Influence for a second time (hey, everyone needs a little refresh on the classics).
I must say that many of the reads were extremely good. But this book is the best one of '08. Yet it won't be classified as a "marketing" book. Nope, this one is about markets, specifically about the markets developing all around US--and by "us" I mean the U.S. (yep, I was dabbling in some double-entendre fun).
The book, by Fareed Zakaria, is titled "The Post-American World" and it explores not a pro-American or anti-American World, but one that is not nearly as focused on America as it has been in past decades.
Don't get me wrong, it's not a book about the fall of America, but about what Zakaria coins "the rise of the rest". Yep, there's a big world out there and many countries are making some mighty big moves--but many of us might not be understanding what globalization means, the implications or the opportunities. Even though I live in an oh-so-worldly city like New York, I've certainly been guilty of it. Here's an excerpt:
"Americans—particularly the American government—have not really understood the rise of the rest. This is one of the most thrilling stories in history. Billions of people are escaping from abject poverty. The world will be enriched and ennobled as they become consumers, producers, inventors, thinkers, dreamers, and doers. This is all happening because of American ideas and actions. For 60 years, the United States has pushed countries to open their markets, free up their politics, and embrace trade and technology. American diplomats, businessmen, and intellectuals have urged people in distant lands to be unafraid of change, to join the advanced world, to learn the secrets of our success. Yet just as they are beginning to do so, we are losing faith in such ideas. We have become suspicious of trade, openness, immigration, and investment because now it's not Americans going abroad but foreigners coming to America. Just as the world is opening up, we are closing down.
Generations from now, when historians write about these
times, they might note that by the turn of the 21st century, the United
States had succeeded in its great, historical mission—globalizing the
world. We don't want them to write that along the way, we forgot to globalize ourselves."
As for a changing world--and a shift to several world powers versus one superpower? I don't fear it or find it daunting. Nope, I find it exciting. Then again, I love change (and disruption). I better, without changes
to customers, companies, products, technologies, regulations and markets, my marketing smarts would no longer be necessary. Plus I fancy the benefits of a smaller world.
So do yourself a favor, put down the marketing books (for a little while, k?) and pick up this one...ironically, it may be some of the best marketing advice I've given you.
