Book Review: Launch

Launch: How to Quickly Propel Your Business beyond the Competition by Michael A. Stelzner (Hoboken: John Wiley & Sons, 2011. 255 pp)

Michael Stelzner is CEO and founder of Social Media Examiner, an influential business blog boasting a monthly readership of over 450,000 people. Michael earned a master’s degree in communications from San Diego State University. In addition to Launch, Stelzner has authored Writing White Papers, a best seller. Michael lives in Southern California.

The Emerging Might of Social Media

Not yet a decade old, social media has transformed the way we live our lives. From the way we interact with our friends and family to the way information disseminates, social media now operates integrally in our lives.

For businesses, social media creates both unique problems and unique opportunities. Where a business could previously rely on dissatisfied customers sharing their vitriol to a handful of people, social media expands the platform for customers to proliferate discontentment. Likewise, the free flowing nature of information on social networks provides opportunities for businesses to create viral campaigns, a promotion more influential and lasting than classical marketing techniques.

With Launch, Michael Stelzner outlines a compelling case for social media content to replace classical marketing messaging.

Great Content Fuels Business in the Internet Age 

Photo by Trey Ratcliff

Stelzner believes social media to be the fuel by which a business launches itself into the stratosphere. With a straightforward metaphor illustrating a rocket ship, Stelzner sketches the ways in which a business can leverage great content. In simple terms, Stelzner introduces the core principle upon which the entire book stands:

“The elevation principle is the process of meeting the core desires of prospects and customers by helping them solve their basic problems at no cost” (7).

For a business seeking to utilize social media, content is king. To gain traction, followers, and eventually customers, businesses must freely share valuable information.

In consideration of the target market, companies must provide valuable and applicable content to its potential customer base. For example, if one owns a juice shop, he or she should consider blogging about the health benefits of juices. Similarly, if one runs a photography business, video blogs detailing the process of photo shoots could provide valuable insights into the photography world.

Social Media as Service 

No matter the market, the elevation principle seeks to reorient marketing principles toward the notion of service. While classic marketing schemes view potential customers as fish in need of stentorian bait stimuli, Stelzner suggests a different strategy.

By freely providing valuable content, a business positions itself as an expert in the field; blogging and tweeting foster relationships with a potential customer base. By freely giving, devoid of apparent marketing messaging, the customer becomes more willing to learn about the company.

How Does Free Work in a Competitive Environment? 

Many, however, might question the strategy of giving away valuable content for free. If a business bestows its valuable trade secrets, how can it make money in a competitive environment?

Stelzner suggests,

“If your marketing strategy centers on helping people with their smaller problems, many will seek your help to solve their bigger issues” (7-8).

Much like the gift principle where a freely given gift offers the recipient a chance to return the favor, free and valuable content inspires an audience and causes them to consider the business for deeper needs.

Beware of the Simple Fix 

Photo by Thos Ballantyne

With inspiring examples of businesses successfully implementing these principles, Stelzner writes in a motivating manner.

But, I urge caution.

Business is never as simple as a singular motivational statement. While I agree wholeheartedly on the principle of service, I do not assume adhering to this principle consistently results in a successful business.

Ultimately, Launch depicts Stelzner’s success story. In following his principles, Stelzner gained massive success. Perhaps Launch functions as a blueprint worth following. But, I would suggest not relying on it and assuming success will necessarily follow.

In a plugged-in world, businesses must master social media. With loads of free, valuable content one click away, a business must offer value through blogs and social media in order to serve its customers. Stelzner’s elevation principle provides the foundation of service upon which a business can soar through the heavens.

Will it always work? I’m not convinced. Nevertheless, anyone interested in integrating social media into a business needs to read Launch.

Verdict: 4.5 out of 5

Do you use social media in your business? Why or why not? Do you find social media to be a valuable tool? Does it scare you to give away valuable content for free? Share your thoughts below.

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Posted by: Donovan Richards

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Book Review: Why Business Matters to God

Why Business Matters to God (And What Still Needs to Be Fixed)

By Jeff Van Duzer (Downers Grove: IVP Academic, 2010. 206 pp)

Jeff Van Duzer is the dean of Seattle Pacific University’s School of Business and Economics. Previously, he practiced law for more than 20 years with a large international law firm concentrating in commercial transactions and environmental law. Van Duzer received his J.D. from Yale Law School. He writes and speaks frequently in both church and professional settings.

Separate Spheres, Like the Sun and Moon

 

In most home, work, and church settings, a clear disconnect exists between Christianity and business. In general, the average Christian relegates his or her faith to the personal sphere. Beliefs and practices resulting from Christian tradition are channeled primarily within the family with the purpose of creating moral individuals and healthy relationships.

When an application of faith to business is pursued, one of two extreme postures is typically taken: Christians understand the business world to be in conflict with the life of faith, thereby pursuing their work lives independent of their spiritual lives. Or, they see little or no moral tension between economic and spiritual pursuits, resulting in “business as usual” with no resulting changes in actions or outlook.

The pulpit, similarly, avoids mingling these two topics. Apart from rhetoric encouraging parishioners to live Monday through Friday in an identical manner to Sunday, pastors rarely mention the theological merit of work. For this reason and certainly many more, numerous Christians value business for its instrumental contributions to “morally elevated” occupations such as church, missionary, and nonprofit work.

Business as Service

 

Van Duzer questions these assumptions in Why Business Matters to God. While value certainly exists in the contributions business makes to the nonprofit sector, Van Duzer contends that business in and of itself contains intrinsic value.

Leaning theologically on the Reformed rubric of God’s activity in the world — creation, fall, redemption, and New Creation — as well as theologian Reinhold Niebuhr’s classic work in Christ and Culture, Van Duzer suggests a new framework in which to imagine business. He recommends supplanting the generally accepted business practice of maximizing shareholder value with a “business-as-service model,” which he contends is more closely aligned with God’s purposes for economic enterprise.

What is the “business-as-service model?” Van Duzer defines it simply when he writes,

“The purpose of business is still to serve in two key aspects: (1) to serve the community by providing goods and services that will enable the community to flourish, and (2) to serve employees by providing them with opportunities to express at least a portion of their God-given identity through meaningful and creative work” (114).

In a certain sense, Van Duzer’s business-as-service model resides within the realm of ideas reacting against the dominant view of maximizing shareholder value such as stakeholder theory, social entrepreneurship, conscious capitalism, and creative capitalism; and on top of new ownership structures, like the B Corporation, that facilitate a legal framework from which to pursue multiple bottom lines. More importantly, though, Van Duzer’s position re-imagines business through a practical theological lens.

The Messy Middle

 

Whether business models itself in service or shareholder value, it operates in what Van Duzer calls the “messy middle,” a state on the theological timeline between the resurrected Jesus and the promises of glorified perfection yet to come. The Jewish and Christian scriptures promise a perfect, future city that exhibits all that God originally intended for humanity. Yet brokenness keeps us from fulfilling these promises in our current time and context. For Christians, a perfect application of the “business-as-service model,” therefore, is impossible until the full Shalom in Jesus’ return is made manifest.

Although work is currently tainted by the fall, it presents Christians in the business world with the opportunity to exercise both creative and redemptive work. God first illustrated the calling of humanity to engage in creative work through the naming of the animals by Adam. Similarly, business people in modern times engage in creative work when they develop new software, begin an entrepreneurial venture, or engage in other additive ventures.

Intermingled and as equally important, business also focuses on fixing and restoring that which is fractured, a necessary measure because of the full import of the fall. While the “messy middle” hinders the full realization of a perfected business-as-service model, redemptive and creative work offers Christian business people a navigable compass in our less-than-perfect world.

God’s Economy: The Household

 

Theologically speaking, Van Duzer’s business model emphasizes the community over the individual. Typically, when managing decisions, the modern business person applies a self-interested ethic often under the umbrella of consequentialism. Authors such as Milton Friedman continue to cite — perhaps incorrectly — Adam Smith’s invisible hand as the root of all actions in the free market.

Business as service, on the other hand, stresses the importance of other people. In this way, business serves the economy, or better translated: the household. Just as the triune God exists not as an individual but as three persons in relational community, so too business exists in relational community with the rest of the economy and with other important, mediating institutions of culture.

Theologian, M. Douglas Meeks writes in God the Economist: The Doctrine of God and the Political Economy,

“All the persons of the triune community have their own characteristics and their own tasks. Yet they are constituted as persons precisely by their relationships with other persons of the community. The same should be said for human economic community. There is in reality no such thing as a radically individual and isolated human being. We are what we are as a result of being constituted by our relationships with other members of the communities in which we live. All social goods are given to us communally.”

A theologically minded Christian in the marketplace must remember that his or her actions affect the local community and the global community. Where self-interested or narrowly focused decisions directed toward increasing shareholder wealth often neglect other stakeholders, the business-as-service framework offers an important and theologically grounded foundation to serve the broader community.

Why Business Matters to God

 

God created work and declared that it was good. Why Business Matters to God contends with the schismatic notion that business and Christian practices reside in divergent spheres.

Where the popular ideologies suggest that the positive nature of business subsists in its instrumental value — its capability in funding work that actually matters — Jeff Van Duzer asserts that business, when understood as service to the global community, maintains intrinsic value — significance by its created purpose to both create and restore a hurting world.

Whether your occupation involves managing a large company or you just recently entered the job world, this book is a must-read for those interested in the relationship between Scripture, work, and business.

Originally published at http://spu.edu/depts/sbe/cib/reviews/review-why-business-matters-to-god.asp