The Shape of Engagement

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Do you know how to successfully engage with your customers, employees, and communities? The answer is probably no. While engagement is one of the biggest buzzwords around and one of the most needed things in our fast-changing world, most executives and managers shrug their shoulders in bewilderment as to what it actually is and how it works. But no more. In this short but incisive book, expert consultant and speaker Scott Gould demystifies and breaks down engagement into seven profoundly simple shapes that explain the mysteries behind what makes people form enduring connections with ideas, brands, organizations, and each other. Drawing on almost two decades of experience, Scott reveals what makes engaging companies outperform their unengaging counterparts by a 29.9% increase in stock price year on year, what gets in the way of successful engagement, and why trying to "get" people to engage doesn't work. He clarifies that a click is not engagement and distinguishes between participation, connection, and interaction. The book outlines the three types of engagement, the six psychological steps of engagement, and what truly motivates people to engage, along with strategies to operationalize engagement within an enterprise. Using insights from a broad range of industries, Scott shows how to put the shapes of engagement into practice, so that you never again wonder what to do to engage.