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February 29 - March 21, 2016 4 Working World l WorkingWorld.com W ith help from getAbstract, the world's largest library of business book summaries, Working World takes a quick look at the TOP 5 Business Books. 1. SEDUCING STRANGERS To persuade through advertising, you must seduce. That requires understanding consumers and creating ads that make them feel good about themselves. Mad Men, the drama about New York's advertising industry during the 1960s, drew raves for its authenticity. Advertising veteran Josh Weltman, a consultant to the show, helped make Mad Men realistic. Weltman shares his expertise about the processes of persuasion and motivation that are crucial to effective advertising. In today's information-centric economy, everyone must have a bit of Don Draper – Mad Men's lead character – on the inside. getAbstract recommends Weltman's charming, amusing tales of advertising to those who must persuade others, and especially to advertising clients seeking to understand the online advertising world. Josh Weltman | Copyright © 2015 by Josh Weltman. Summarized by permission of the publisher, Workman Publishing Co., Inc. 2015 | 192 pg. | ISBN: 9780761181750 2. THE 27 CHALLENGES MANAGERS FACE Superior management boils down to ongoing quality communication with your people. Over the course of 20 years, members of Bruce Tulgan's management research and training firm, RainmakerThinking, asked "hundreds of thousands" of managers in seminars, meetings and interviews which employee situations they find most difficult. Based on that research, Tulgan identifies 27 common management challenges that he groups into seven areas: being a new manager, teaching employees self-management, managing performance, managing attitudes, handling superstars and managing "forces outside your control." He offers practical methods and approaches to help leaders conquer those challenges. He says sound management depends on regular, planned communication with the people you supervise and lays out the most effective management techniques. He emphasizes conducting regular "high-structure, high-substance, ongoing one-on-one dialogues" with each employee that relate to that person's responsibilities. getAbstract recommends Tulgan's well-researched guidance to current and future managers. Bruce Tulgan | Jossey-Bass 2014 | 256 pg. | ISBN: 9781118725597 3. SERIAL WINNER Motivational author Larry Weidel explains how to become a winner and keep on winning. Motivational coach and financial services executive Larry Weidel's manual on the "winning cycle" of success offers valuable ideas on career growth. The author now coaches more than 1,000 US and Canadian leaders in weekly phone sessions, but at one point FEATURED ARTICLE by getAbstract Top Business Books