This is sort of a business book. It’s full of business case studies and marketing advice. But, it’s also a book about encouraging you to think bigger.
Kukral sings the praises of what he defines as unskippable people and businesses. These are basically people you can’t ignore and firms you want to do business with.
The purpose of the book is to inspire you to become someone who can’t be passed over or to transform your business into one that attracts people.
I found the book both inspiring and depressing at the same time.
The inspiration comes from the stories and the advice on how to go about becoming unskippable. All good motivational and personal growth stuff.
The depressing part is Kukral’s reading of the state of society and its descent into intolerant tribalism, especially in its use of social media. Unfortunately, international readers can’t take much solace from the fact that his analysis is largely USA based.
Kukral’s marketing message is to focus on the tribe that sees the world the way you do. He urges you to stand for something and stop wasting your time and energy trying to be generic – you’re never going to appeal to everybody, so choose which customers to pitch to, and pitching to people who share your values is the way to go.
It’s an interesting and thought provoking read with a message to get away from relying on the toxic world of social media and start getting back to dealing with real people, face to face.
You can find out more about Jim Kukral and buy links for the book on www.JimKukral.com