Is Your Commitment Engine Running?

I’m a huge fan of John Jantsch, the founder of Duct Tape Marketing. So when his book, The Commitment Engine, came out, I dove right in.

The book wasn’t what I expected. I guess I’m jaded from reading so many books that give you a high level theory about how to grow your business, but do little to actually help you do so. Jantsch’s book was nothing like that. From the first chapter, I was taking notes and responding to prompts he has in the book.

For example, Jantsch encourages readers to ask themselves these questions (which apply to business, but also to life in general):

  • What do you want in your life?
  • What don’t you want in your life?
  • What are you willing to give up in order to have what you want?

The answers aren’t as easy to come up with as they’d seem. Go on. Answer them yourself!

The Four P’s

If you know a bit about marketing, this subheader might bring to mind a different set of “four P’s.” But for Jantsch, they refer to:

  1. Passion
  2. Purpose
  3. (Value) Proposition
  4. Personality

He explains how each has its role in successfully running your business, and provides vivid examples for each of the four. As he says, “The Four P’s are now more about how a business is experienced than what it sells.”

More Advice from John Jantsch

Jantsch is big on storytelling, and encourages business owners to lead by telling great stories. In the book, he pulls stories from successful companies like Threadless, Warby Parker, and Evernote, among others. He also gives this advice:

  • Build your company around a purpose
  • Understand that culture equals brand
  • Treat your staff as your customer
  • Serve customers you respect

Every chapter is a veritable smorgasbord of good advice, as well as thought-provoking questions designed to make you think. You can’t grow your business without challenging yourself, and this book will definitely help with that.

Who Should Read It

If you’ve fallen into a rut in running your business, this book will inject purpose in your work. It will ask you hard questions, and in answering them, you’ll find your passion again. Jantsch covers the gamut from what you’re passionate about to what your company’s value proposition is to creating a shared commitment for success with your employees.

I promise you:  this isn’t like every other business book. You’ll walk away with direction and purpose for your business. If you want to make change, but don’t know where to start, read The Commitment Engine.


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