It ALL feels pretty overwhelming right now. From the looming economic downturn, to racial and societal tensions threatening to boil over; people are feeling uncertain, overwhelmed and disillusioned. How do business leaders create resilient organizations that can reassure people, deliver and truly connect with a values-driven audience, often through digital-first channels?
In Business Unusual, leading web psychologist Nathalie Nahai details how your customers and your people demand more than business as usual. This book details the psychology behind how we feel about businesses, their communications and their leaders in an often digital-first world. From understanding new consumer behaviour online, as well as new expectations from people including your team, this book will allow you to build a resilient business that is built on trust, an engaged and fulfilled workforce, and contextually relevant and sensitive communications and branding.
Business Unusual details the trailblazers that are meeting the new expectations of business. With case studies of companies that connect with people and avoid the lure of woke-washing, learn how to develop a futureproof brand that people believe in, both in and out of the organization.
About the Author
Nathalie Nahai is a speaker, author and consultant, whose work explores persuasive technology, ethics, and the psychology behind evolving consumer behaviours. With clients including Google, Unilever and Accenture, she teaches companies how to ethically apply behavioural science to enhance their online presence, communications and customer experience. A member of the BIMA Human Insights Council, Nathalie hosts The Hive Podcast and has spoken about the impact of emerging technologies in The Atlantic, The Wall Street Journal, Business Insider, Forbes, Harvard Business Review, Stylist, The Telegraph, as well as TV and radio. She is based in Barcelona, Spain.
Industry Reviews
"As we face increasingly complex challenges, this book offers a vital road map for how we might transcend old ways of doing business and charter a more resilient, purposeful and values-driven path forward. Essential reading for business leaders and educators alike." * Scott Barry Kaufman, Humanistic Psychologist, author and podcaster *
"Change happens to us or because of us. It's a choice, really. As Nathalie Nahai teaches us, life and work, and possibility, are all a process of becoming. It's what we do along the way that shapes our next adventure. Be the change." * Brian Solis, Anthropologist, Futurist and Bestselling authors of 'Lifescale' *
"Through Nathalie Nahai's thoughtful application of behavioural science and the humanity of her stories, Business Unusual lights the way for the future of intelligent branding in a turbulent world. A highly engaging and informative read for anyone wondering how marketing can meet the moment in an authentic way." * Caroline Webb, Bestselling author of 'How To Have A Good Day' and Senior Adviser at McKinsey & Company *
"Once again Nathalie Nahai has translated the latest findings from psychological science into an immense store of practical wisdom." * Rory Sutherland, Vice Chairman, Oglivy Group *
"In a world where there is no longer any such thing as 'business as usual', Nathalie Nahai's Business Unusual is the timely guide to the future you need. This thoughtful and deeply researched study of a wide-ranging spectrum of business challenges - from the trap of 'wokewashing' to the issues of 'Zoom culture' - arms the reader with perspectives and insights that will enable anyone to future-proof their business with confidence." * Cindy Gallop, Founder and CEO, MakeLoveNotPorn *
"Business Unusual is a powerful clarion call for business leaders to see themselves and their stakeholders differently. Nathalie Nahai explains these new rules of engagement with empathy and conviction. These are new rules that we can all embrace." * Sharath Jeevan, Author of 'Intrinsic' *
"Very few thinkers, and even fewer writers, can articulate the complex nuances underlining today's biggest business challenges with the elegance, depth and eloquence of Nathalie Nahai. A rare polymath with deep expertise in tech, marketing and psychology, she has written one of the defining business books of our times. Every leader should study this book in detail - we will all be better off if they do." * Tomas Chamorro-Premuzic, Author and Professor of Business Psychology at University College London and Columbia University *
"Nathalie Nahai richly illustrates the cultivation of bravely responsible, authentic and empathic values - those that build true resilience in this bewilderingly disruptive age." * Nell Watson, Tech Ethicist, Machine Intelligence Researcher and AI Faculty Member at Singularity University *
"In Business Unusual, Nathalie Nahai successfully captures changing times as reflected in changing generations. She makes clear the old ways of doing things will no longer suffice in the third decade of the 21st century, when shifting preferences and proclivities dominate business as they do politics." * Barbara Kellerman, Author and James Macgregor Burns Lecturer in Public Leadership at Harvard Kennedy School *
"A lively, practical guidebook for any business leader navigating the perils of pandemics, tech disruption and radically more judgmental expectations of customers and talent. Because the rules are changing in real time." * David Rowan, Founding Editor, Wired UK *
