On the 75th anniversary of a concise business book that’s sold more than 30 million copies, the New York-based Dale Carnegie and Associates has produced an updated version of Dale Carnegie’s book, How to Win Friends & Influence People, (Simon and Schuster, October 2011, $26/$13 on iBooks), which adds the phrase in the Digital Age to the title. Dale Carnegie (1888-1955), whom his father claimed was a distant cousin to steel industrialist Andrew Carnegie, may or may not have approved of this overhauled adaptation of his original work, written with Brent Cole, but he approached his topic, communication, with a kind of benevolent embrace of entrepreneurialism, and this version does too. Unfortunately, its theme confuses benevolence with self-sacrifice, asking in the introduction: “Aren’t we all moved by altruism?” No, we’re not.
The authors also mix up narcissism with self-interest, a common error, but if you can sift through these and other mistakes, there’s plenty of good advice, tips and encouragement for doing rational, honorable and productive business in today’s overwhelming information age. “Carnegie,” the intro asserts, “was the master of influence that is earned.” This seems at least partly true, with his simple, thoughtful insights intact, updated and integrated with today’s markets in mind. Among the gems are tales about President Lincoln and an unsent letter to General Meade in the aftermath of the Battle of Gettysburg during the Civil War, a good contrast between the story of The King’s Speech and a fallen, disgraced National Public Radio executive, and this ancient Jewish parable about a shepherd guarding 100 sheep who loses one, just one, and must decide what to do: “Does he say a prayer and hope the sheep shows up before a wolf nabs him? No, he pens the ninety-nine and goes looking. That one sheep is of such magnificent importance the shepherd cannot bear to see him left alone. Consider the message this sends to the sheep, not just the one but also the other ninety-nine who look to the shepherd for provision and protection. Now consider sending that same message to those you’d like to influence. Have you let them know just how valuable you think they are? There is great power in this simple principle, embodied regularly.”
Guiding readers through productive communications, including the use of social media, with anecdotes, tips and tools about the importance of providing encouragement, smiling, using names, listening, discussing what matters, leaving others a little better off, and other ideas, How to Win Friends & Influence People in the Digital Age blends success stories with certain notions (most, not all, of them good). Pointing to the late Steve Jobs, the book reminds us that, when he unveiled the iMac at the turn of the century, he predicted a future of the computer as a hub for video and digital cameras, music players, assorted productivity devices, and cellular phones, and he was ridiculed by critics and competitors alike. “Some of Apple’s longtime rivals,” Dale Carnegie Training writes, “called the [iMac] ‘clownish’ and ‘silly’ and the vision ‘far too grand’. The public? They embraced the vision and the life that it promised. And Apple Computer, now simply Apple, has seen its share price increase 4,856 percent. The closest competitor has increased approximately 14 percent…The difference is that Steve Jobs recognized something Dale Carnegie championed repeatedly: to influence others to act, you must first connect to a core desire within them.”
Except for bad advice about never saying “you’re wrong” to someone and the usual plea for humility, the authors generally encourage the reader to act in his self-interest and they partly define what they mean by the ability to earn trust and influence others: “…the pinnacle of this principle is not complete self-denial. Notice the principle does not read, ‘Replace your interests with others’ interests.’ It instead reads, ‘Take interest in others’ interests,’ and that is the secret of its application.” I’m not convinced that this edition is worth the price (the original version is available on Apple’s iBookstore for $5), but theirs is a decent and generally constructive lesson in positive thinking, and especially the idea of reciprocity, that people who want to succeed in today’s challenging business environment, including those who claim to live by the virtue of selfishness, should learn.