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Recommend a good book about business
1. Long tail theory (Chinese translation "Long tail theory"). Chris Anderson, the author of this book and editor-in-chief of Wired magazine, pointed out that the rise of the Internet has enabled 99% of products to get sales opportunities, and the total market size of unpopular products (long tail products) can compete with best-selling products. With the arrival of the era of long tail theory, the marketing and production thinking of enterprises must be changed. Don't be obsessed with the contribution of a few best-selling products to revenue and profit. Together, long-tail products can also make a big difference.

2. Let globalization work. The writer is joseph stiglitz, winner of the Nobel Prize in Economics in 20001year. This is another book about globalization after he published Globalization and Its Dissatisfaction in 2002. In his last book, Stiglitz pointed out that globalization has not benefited so many people as expected. He blamed this on the lack of organizational structure, operation mode and policies of international financial organizations, especially the International Monetary Fund (IMF). In this new book, he puts forward possible solutions to these shortcomings and other global problems. However, the feasibility of these solutions has also caused controversy, so the academic circles have different opinions on this book.

3. Success will last. The author interviewed more than 200 successful people and found the secret and wisdom of their success in their life journey. Although most of them are platitudes, we can gain a deeper understanding and enlightenment by reading their life stories.

4. Starfish and spiders. A spider with a head will die once it is beheaded; Starfish without heads have amazing vitality. Centralized organizations are like spiders, and decentralized organizations are like starfish. This book explains the characteristics and amazing potential of decentralized organizations, puts forward strategies to deal with starfish invasion, and teaches spider organizations to understand the new rules of the game in the new world (see page 98 of issue 243 of this journal).

5. Knowledge and national wealth. David Wash, the author and economic columnist of this book, discusses the dynamic mechanism behind economic growth from the historical basis of economics and the research and discussion of the most influential economists. Vivid and interesting writing, so that readers without economic background can understand it in depth.

6. The origin of wealth. The writer is Eric Beinhocker, a senior researcher at the McKinsey Global Institute. In this book, he illustrates the traditional economic theory based on closed system, which is inconsistent with the current empirical observation. We are now in an open and adjustable system, and the network is interlocking, which reflects the interaction between technological innovation, social development and business practice, and the mode of creating wealth is obviously different. Therefore, we need updated economic thinking.

7. tripping over happiness. We often have such experiences: things and experiences that we thought we could get happiness turned out to be less happy; I didn't expect things that would bring happiness, but they made us feel happy unintentionally. In fact, this is because our brain imagination has blind spots, and we often hold wrong predictions. The author of this book quotes the latest scientific research and leads us to find out with humorous writing.

8. maverick at work. The author of this book wants to highlight the concept of non-conformity advantage: in the fierce competitive market, enterprises that play safety cards are doomed to mediocrity, and the only way for enterprises to excel is to have truly unique ideas, concepts and practices. In order to create competitive advantages, enterprises must provide unique answers to four challenges: formulating competitive strategies, exploring new ideas, establishing emotional ties with customers, and helping outstanding talents achieve excellent results. This book is also one of the four best business books of the year selected by The Economist last year (see page 28 of this issue).

9. Change one's mind (Chinese translation of "The Art of Changing One's Mind"). The author of this book is howard gardner, a psychologist at Harvard University. He started with a subversive concept: the change of thought is not sudden, but gradual. Recognizing this concept, we can further think about how to change others' ideas or prevent others from changing their own ideas.

10. Set the table. Danny Meyer is a successful catering entrepreneur. He puts forward the secret of the success of a shopping mall, which he calls "enlightened hospitality", and teaches you how to run your business with a new and counterintuitive hospitality. The priority of hospitality should be: employees, customers, communities, suppliers and investors.