Dan Pink’s 2013 book, To Sell is Human is good – but you probably don’t need to read it. At least not now. That the book is ten years old helps explain why.
Prior to the explosion of online media, books used to be great vessels for knowledge, trends, connections, entertainment and more. The best example of this is Malcolm Gladwell’s 2008, Outliers, and specifically the 10,000 hour rule. Prior to Malcolm’s missive, few knew of deliberate practice. After the book everyone talked about it and it was all everyone talked about. It was a thing.
To Sell is Human kinda suffers from the same circumstances. At the time it was full of difficult to discover novel ideas. The book probably kicked off a lot of helpful conversations about where the world might head. That was almost a decade ago. Things change. Here are the big ideas.
- We are all in sales. Self-promotion and idea-promotion are now much more common. Some of this is too due to the shift from organizational connections to network connections.
- There’s no information asymmetry. For our family van and family home I knew more about the actual options than the salesperson. The Toyota salesman compared the Sienna to the 4Runner whereas I compared the Sienna to the Honda Odyssey.
- Find the job to be done. This last one was why To Sell is Human didn’t resonate. Because this is in my head.
The JTBD framework is the conclusion to To Sell is Human. It’s the next logical step. It’s like watching the sequel first, you kinda know what happens in the first.
So don’t read To Sell is Human, but do read Dan Pink. He’s trendy, in a good way.