One of things I like most about Webs of Influence is that all of the discussions and recommendations are based on scientific research. It drives me crazy to read a business book and see statements like, “When meeting a client for the first time, wear a blue suit or shirt. Blue inspires trust,” when there’s no basis given for that “fact.” Nathalie’s describes the research, usually briefly, and provides a reference if you want to dig deeper. Another handy aspect to the book is that each section closes with a “Make this work for you” discussion that emphasizes the takeaways and offers suggestions as to how they could be implemented on a variety of sites. The first third of Webs is devoted to the customer, starting with his brain and how decisions are made, and finishing with differences between cultures as well as individuals. One section looks at the differences in time-frame-orientation between different cultures. Asian cultures tend to focus on the long term, while US/UK people have a much shorter focus. Latin American cultures aren’t homogeneous, and vary from long to short. These kinds of differences can make a big difference in what kind of copy and design elements will be effective. Softback - 271 sider - 2012 - ISBN 9780273772958. - FIN Stand - Sprog / ENGELSK. 500 gram.

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