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Win

The Key Principles To Take Your Business from Ordinary to Extraordinary
by Frank I. Luntz
Win: The Key Principles To Take Your Business from Ordinary to Extraordinary. Hyperion. Feb. 2011. c.304p. ISBN 9781401323998. $25.99. BUS
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Luntz, a controversial political pollster, interviewed a fascinating list of "winners" such as Larry Bird, Rich DeVos, and Arnold Schwarzenegger to illustrate his "Luntz Lessons" about winning. Unfortunately the fruit of these interviews is sprinkled throughout the text; it would have been much more useful and engaging to see the interviews intact. List-based self-help books (this one has 13 attributes of winners and nine P's of winning) have the unenviable task of repackaging common sense. What sets them apart is theme and personality. Here Luntz leans primarily on personality, but his tone is so colloquial that it undermines his authority. Also, at various points the text loses focus on strategies for winning in business as Luntz instead opines that Google is creepy and Steve Jobs is a demigod, among other non sequiturs.
VERDICT This guide fails to rise above the extant mass of motivational books. But fans of Luntz's previous best seller, Words That Work, or his Fox News appearances may be drawn to it.
Reviewed by Robert Perret, Univ. of Idaho Lib., Moscow , Feb 01, 2011
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