Book Review - The Mirror Test

There are so many business books out there today about leadership, marketing, branding, customer service, social media, CRM. The list goes on and on. The topic and focus on a business book shelf is as widely as the gamble in tone and readability. Some are easy couch reads, yet others seem to remind me of my college days - crouched over my desk with a pot of coffee, notebook and a well-tuned brain.

I tend to prefer the less technical, this-is-what-has-worked-for-me kind of book. "The Mirror Test," by Jeffrey Hayzlett, is in so many words, my kind of book.

After hearing him speak several times at local marketing events, I was intrigued to read what else he had to say.  If you don't know anything about Mr. Hayzlett, allow me to describe him in one word: Big. This not only describes his size, but also his approach to business, life and success.  In fact, one of his mottos is - "As long as nobody dies..." when describing his fearlessness and willingness to take chances in all situations.

The title of the book is a reference to a simple technique taught in Cub Scouts. By placing a mirror in front of the mouth and nose of an injured person, you can test for signs of life. The book begins by asking the reader to do the same for their business and their personal lives.The Mirror Test, in this case, is a test that is not win or lose - because, if you fail, you can still aspire for success. After all, nobody's dead, right?

It is a fun read with plenty of great stories about Jeff's failed ventures (see: pheasant farm in South Dakota), stories of his glory days in public relations (see: promoting the commemoration festival for the South Dakota Centennial), running his own print shop, and of course his time as CMO at Kodak. The stories at full disclosure not only give you insight into Hayzlett's business lessons learned, but provide self examinations (aka mirror tests) to help readers find ways to improve their business. For instance, he introduced me to the "118" - the NEW elevator pitch.And the "Liver and Onions Principle," which helps with preparedness.I especially enjoyed the chapter on why "Becoming the Brand" creates a stronger atmosphere for success (even though others may mistake this for having a big ego).

Hayzlett graciously shares valuable nuggets of wisdom and business tips in a way that seem affordable - meaning attainable. He is humble and articulate, so the reader is able to easily visualize each key take-away outlined in "The Mirror Test." The book is engaging and stimulating for all business professionals - not just marketers and not just seasoned professionals, students should hop on this ASAP. Sure, there are plenty of  business books out there today, but I definitely recommend letting Jeffrey Hayzlett's big and bold manner narrate you toward business success.