“What the business thinks it produces is not of first importance. What the consumer thinks he is buying, what he considers ‘value’ is decisive.” That is a quote from Peter Drucker, a management consultant and self-described “social ecologist.” His quote is just one of many interspersed throughout Tom Asacker’s latest book, “A Little Less Conversation: Connecting with Consumers in a Noisy World.” In addition to the clever quotes and unique “interview style” writing, Asacker’s book hits a familiar note for those looking to connect with today’s consumers—especially eco-consumers-- as it strives to explain “why customers have tuned out the irrelevant chatter of dispassionate messaging and uninspired employees and how organizations can change to focus on the customers, not their products or services.”

Yes, some of the ideas and information may seem basic, but just like the consumer world, the world of business book know-how is often filled with too much noise and clutter and Asacker’s book is a fresh reminder of just how important it is for all of us to have business philosophies that look towards the future, not just the near term. According to Asacker, “Customers not only want brands they choose to be reliable and fair, they also want them to look good, be good and do good. They want to save time and money, but they also want to be uniquely acknowledged, involved and engaged. To stay relevant, brands must evolve with customers’ evolving concept of value….It requires vision, belief in collaborative innovation, empathy for the customer and a passion for experimentation.”

It’s a roadmap of sorts—using six chapters to help brands across all categories define their own unique identity and create the “kind of value that customers are happy to choose, talk about and make an integral part of their busy lives.” In addition to giving readers an inside look at what consumers want, Asacker takes the marketers hand down the path of implementation toward the real end goal. And, I’ve never said this about any other business book, but there is a surprise ending. Asacker takes you beyond the book and back to his website for his final nuggets of knowledge (talk about practicing what you preach…).

“A Little Less Conversation” is a good, quick read that gives marketers the opportunity to look at their brand through the eyes of today’s consumers and create a message of value that will really resonate.

As a former corporate executive and an accomplished entrepreneur, Asacker is not new to the business book community. He is the author of two previous books, “A Clear Eye for Branding: Straight Talk on Today’s Most Powerful Business Concept” and “Sandbox Wisdom: Growing Your Business with the Genius of Childhood” and is a sought-after speaker and presenter.

Want a copy of your own? Email me! We will randomly select one winner from all emails received by Friday, October 3, 2008 and send the winner a copy of “A Little Less Conversation.”