Business casual in business books: is Velocity trying too hard to be cool?

Todays guest review is provided by my lovely husband Jono Chang

A Smith & Wesson beats four aces: Evolve immediately. Entitlement Kills. So begins the first of the seven laws of Velocity. With a cover pierced by a bullet, an introduction by Sir Richard Branson, and the conversational tone between its authors, Ajaz Ahmed and Stefan Olander, Velocity borders on being too cool for a business book. This book’s perspective is heavily drawn from the digital and technology industries, and it’s unsurprising given Ajaz Ahmed’s background as the “founder of legendary innovation agency AKQA'? and Stefan Olander’s as “Vice President of Digital Sport at Nike'?. Much of the book draws on quotes, conversations and events from other people and companies. Those of us working in these industries may find this book covers a lot of old ground.

The seven laws of the book are:

I. A Smith & Wesson beats four aces: Evolve immediately. Entitlement Kills.
II. It’s easier done than said: Get going. Then get better.
III. The best advertising isn’t advertising: Make meaningful connections.
IV. Convenient is the enemy of right: Never have anything to apologise for.
V. Respect human nature: Make yourself proud by making people’s lives easier, richer and more fun. Don’t just give people choice, help them to choose.
VI. No good joke survives a committee of six: Have the balls to make the calls.
VII. Have a purpose larger than yourself: Do the right thing: always play from your heart.

For a world that is increasingly becoming digitised, apparently these are new laws for businesses to abide by. These laws feel like platitudes, and I kept hoping to reach an aha! moment. However, the authors do draw upon their own personal experiences such as when Ajaz shared his experiences in building Jamie Oliver’s 20 Minute Meals app, or how Stefan was asked by his boss two days into his job: “Two of these shots are perfect for this campaign; the other five suck. Which are they?'?. I much prefered these moments in the conversation, and had hoped they would tell their stories.

This book does not read like other business books such as Moneyball, and I found myself putting it down and feeling reluctant to return to it. For those of you who are have been in business a while, or have been reading in the business genre, you may not find anything new here. However, if it’s your first business book, it may help provide a starting point to stories worth exploring.

Rating: (not bad)