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The hidden key to successful transformation in any organization lies between human intuition and data-driven insights.

Rishad Tobaccowala draws on research and interviews, as well as over three decades of experience as a business and thought leader, to describe how digilog companies—ones where digital tools and analog people are integrated expertly—develop a hybrid consciousness and learn to be proactive when they see warning signs that human traits are being subordinated to technology and data only decisions.

Restoring the Soul of Business provides practical tools and techniques that every organization can and should implement, and challenges readers to move forward with the kind of balance that catalyzes transformation and produces one great success after another.

Why You Should Read My Book

It is now possible to buy links good for one or hundreds of free downloads of the book so that you can use it to virtually gift conference attendees or use as a lead generation device.. At scale these links cost 7 dollars and can be accessed everywhere except China and Iran. For more information please contact me and I will connect you with a team at HarperCollins.

Best Business Books 2020: Marketing | Strategy + Business | November 9 2020

People happen to play a key role in the year’s three best business books about marketing, and are the central players in the best of them, Restoring the Soul of Business: Staying Human in the Age of Data, by Rishad Tobaccowala. Tobaccowala, the longtime chief growth officer of the global advertising and communications company Publicis Groupe, is one of the most trusted authorities on digital media. And he makes as thoroughly documented a case as I have come across for why the businesses that thrive are those whose leaders know that what made them great is their human resources.

Restoring the Soul of Business, I kept thinking as I read it, is part Ken Auletta (the New Yorker media critic who, as it happens, authored the foreword), part Deepak Chopra. As detailed and all-business as Tobaccowala is, and as soberly and expertly as he makes his case here, it would be unimaginable to ruminate, at book length no less, on a subject like the importance of humanity without sounding at times like something out of the Up with People program. (One chapter is titled “How to Lead with Soul.”)

Aside from its numerous how-to lists, the book is filled with helpful case studies of companies that have mastered the fusion of data-based marketing and business management with human relationships.

A smart and worldly man, Tobaccowala has produced a deeply informed book about brand marketing, data science, and humanity that is a remarkably lively read. Name another book about business (or any other subject) that in one breath urges the reader to acknowledge “the turd on the table” in the boardroom and references François Truffaut’s The 400 Blows and Joan Didion in the next.

Read the full review here.

Keeping Stakeholderism Practical | Economist. | July 4 2020

Modern executives are often told they should worry about a lot more than their balance-sheets. They should be aware of their company’s environmental impact, of how well they treat their employees and suppliers, and whether their workforce is sufficiently diverse in terms of gender and ethnicity.

Sometimes, this pressure comes from customers unhappy with the company’s stance on an issue. Sometimes employees demand that their firms take action, as when Google dropped a contract with the Pentagon after workers complained. But many businesspeople don’t need a push: they are strong believers in what are known as esg (environmental, social and governance) issues.

During the lockdown your columnist has worked his way through four weighty tomes by managers who argue that companies have a broader purpose than simply making a profit. The books were “Trailblazer” by Marc Benioff, “Green Swans” by John Elkington, “Restoring the Soul of Business” by Rishad Tobaccowala and “Share” by Chris Yates and Linda Jingfang Cai. 

Perhaps the best of the books is Mr Tobaccowala’s. That is because the author, a senior adviser at Publicis Groupe, an advertising and communications firm, has a clear focus: how to ensure you can hire, then inspire, the right workers in the knowledge economy. “Employees who find work meaningful are highly productive, agile and committed,” he writes, adding that talented workers are in a more powerful bargaining position in the current economy. He also argues that companies can be too obsessed with data, and not enough with employee motivation: “The best businesses find ways to marry the math and the magic.”

The book is clearly written and full of sensible and practical suggestions. They include assessing all meetings to eliminate those that waste time and suggesting that all employees spend 20% of each month trying to enhance their skills.

Both Mr Tobaccowala and Mr Benioff reflect on how companies can pursue both broader social goals and the desire to grow. Indeed, they argue that the aims are complementary, rather than contradictory. They also demonstrate the benefits of practical advice over grand philosophising about every social issue of the day. Those lessons even apply to managers who aren’t writing books.

“Since I got to know Rishad (more than fifteen years ago), I have always been impressed by his intuitive and genuine understanding of the digital world. This book is a must-read for all those who want to understand the world we live in and be successful in the future.”

— Maurice Lévy, Chairman of the Supervisory Board, Publicis Groupe

“Rishad has built a ‘hall of fame’ career on his ability to see the future, provide sage advice, and help create multiple disruptive companies. Restoring the Soul of Business is a masterful summary of his journey, with great stories and practical advice that will serve people well in work and in life.”

— Jeffrey J. Jones II, President & CEO, H&R Block; former President, Uber; former Chief Marketing Officer, Target

“Tobaccowala provides timely perspective and practical advice on the key leadership challenge of the next decade: how to let meaning and purpose guide algorithms vs. blindly following them.”

— David Kenny, CEO, Nielsen Holdings

“Over three decades, I’ve learned from Rishad at his provocative best at the intersection of marketing, tech, and data. In this outstanding book, Rishad paints a world where technology and data are omnipresent. But not omnipotent.

Rishad reflects on his own journey and proves that the challenge of leadership is taking advantage of, yet looking beyond, material data streams to find the soul of every human that a business impacts. And that, like the journey of Buddha, is the path that wise and purpose-driven business leaders take to unleash the full potential of business and society.”

— Laxman Narasimhan, CEO, RB

“As I was reading your book, I first thought, I need to give this book to the people I know running companies . . . but then I’d think, This is important ‘stuff’ for senior managers. And then I’d think, I want my thirty-year-old daughter to read this book. It goes without saying: there is wisdom for the company owner, the senior manager, and the professional in their early days.

No other book I’ve seen comes close in talking such truth and practical wisdom.”

— Nancy Fletcher, President and CEO, Outdoor Advertising Association (OAAA)

“Rishad Tobaccowala is that rare worldly thinker who knows a lot about a lot and a little about everything! With Restoring the Soul of Business, he shares actionable lessons to be a better leader and human—grounded in decades of leading and observing global business. Reading this book is like having a conversation with Rishad: it is straightforward, curious, humorous, deeply human, and usually challenging the status quo in favor of something better. This book will make you think, laugh, and—if you apply his lessons—it will make you better.”

— Matt Derella, Global Vice President Revenue and Partnerships, Twitter

“Organizations are already inundated with data, and this is just the beginning. In Restoring the Soul of Business, Rishad Tobaccowala offers a guide to business executives on how they should integrate data with business. Rather than putting analytics or profits at the center of the business, he advocates starting with the human. Everything else becomes much simpler then. This very readable book, chockful of examples, is much more than just about how to use data well – it is about doing business with integrity and compassion in an age where these virtues seem handicaps.”

— Raghuram Rajan, Katherine Dusak Miller Distinguished Professor of Finance University of Chicago Booth School of Business; author of The Third Pillar, Fault Lines, and Saving Capitalism from the Capitalists; twenty-third Governor of the Reserve Bank of India

“You know that person who seems to always be ahead of the curve? The one who chooses to zig while zagging is obviously the thing to do? But then, zigging DOES become the thing? What makes Rishad a special man is that he was that person thirty years ago, and he has only got better. So, READ THE BOOK, and learn from THAT guy!”

— Tom Collinger, Executive Director, Spiegel Research Center Medill Northwestern University

“Rishad shares his storied career, built on intellectual curiosity and candor, with lessons and insights on how to future-proof your organization. His keen understanding of people and the future of business provides guidance on what individuals and companies need to do to survive and thrive amid the fourth industrial revolution.”

— Marla Kaplowitz, President and CEO, 4A’s

“A fantastic guide for leading and succeeding in today’s world, Rishad eloquently demonstrates the exponential power in combining math and human connection and provides useful ways to do so.”

— Norman de Greve, Chief Marketing Officer, CVS Health

“Rishad is that rare leader who has deep insights into both the technology revolution and the nature of human beings. He understands the limitations of a data-driven world inhabited by people who, as he says, are analog and are moved by stories and emotion. Everyone who reads this book will learn valuable lessons about how to lead and inspire colleagues in a rapidly evolving landscape. I’ve had the great honor to be Rishad’s friend and colleague since the days of the PIT (referenced in the book), and over the years I have admired his ability to tell compelling stories to illuminate the power of great storytelling. This book is a real page-turner.”

— Tony Weisman, Chief Marketing Officer, Dunkin’

“Restoring the Soul of Business is hard to put down. Rishad offers compelling perspectives and insights on the human elements of management—for companies and careers—with tangible examples and actionable takeaways. Read this book, then read it again.”

— Terence Kawaja, CEO, LUMA Partners

“Restoring the Soul of Business is a timely reminder that we live in a messy, nuanced world in which respect, empathy, and reflection are of inestimable value. By extension it suggests that we treat ill-conceived incentives, polarizing opinions, and binary conclusions with healthy skepticism.”

—Rob Norman, former Global Digital Officer, GroupM, WPP

“Humans are increasingly ceding choice and control to machines, and we are at an inflection point where achieving the right balance is going to be critical to our future. Rishad has written a brilliant and timely instruction manual for the workforce in the age of AI, 5G, and quantum computing.”

—Vikram Sharma, President, Crisp Thinking; former CEO, Shop Local LLC; former President, Data Systems Division of IRI

“If you were to take every time Rishad has been quoted in other books—mine included—you’d have enough for ten books. Now, fortunately, we get to hear it straight from the mouth of a true icon, mentor, role model, and leader. Thank you, Rishad!”

—Joseph Jaffe, author; founder and President, Jaffe LLC

“A brilliant synthesis by Rishad on how to bring balance to human elements and technology usage in managing a modern enterprise. A must-read for everyone for both personal and professional development and satisfaction.”

—Alok Choudhary, Henry and Isabelle Dever Professor, EECS Department; Professor, Kellogg School of Management, Northwestern University

“Finally! That was the only word that came to mind when Rishad told me that he would be writing his first book. Wow! That was the only word that came to when I finished reading Restoring the Soul of Business. Rishad has been a mentor and friend to many in the business world, including me. Now he’s sharing his sage knowledge and insights with everyone (lucky you!). Many people say things like ‘This is a book not to be missed.’ This book is more than that. If you’re wondering about the state of business today, and where things must go, here is the road map. Restoring the Soul of Business is filled with wisdom. It’s based on decades of experience and acts as a reminder that technology is great, but humans are greater. Get busy reading Restoring the Soul of Business today. This book is your competitive advantage.”

—Mitch Joel, founder, Six Pixels Group; author of Six Pixels of Separation and Ctrl Alt Delete

“Advertising is more afflicted by groupthink than almost any other profession I know. Throughout his career, Rishad Tobaccowala has always been the exception to that rule—the ad man as original thinker. In his new book he ranges more widely, to ask what businesses have to do to thrive in the digital future. His surprising answer is that they have become more humanistic than scientistic. Restoring the Soul of Business won’t necessarily tell how what to think about data and AI, but it might teach you how to think about them.”

—Jacob Weisberg, CEO, Pushkin Industries; former Editor-in-Chief, Slate Group

“In his business career, Rishad has studied more teams, companies, industries, and cultures than most of us can even begin to fathom. Bringing all of that together in a personal, poetic, and practical book is a gift to the rest of us. This courageous and thought-provoking book is a must-read for anyone interested in building better businesses and a better world.”

—Shiv Singh, CMO, Eargo; coauthor of Savvy: Navigating Fake Companies, Fake Leaders, and Fake News in the Port-Trust Era

“Rishad is one of the smartest, most insightful executives in all of Ad Land Not surprisingly, his book is full of useful thoughts, ideas and actions for an industry at a crossroads between emotion and technology, data, math and automation Not only do the souls of business need restoring, but so do its many practitioners This book is a great place for all of us to start.”

—Bob Greenberg, founder and Executive Chairman, R/GA

“In a world that’s become increasingly digital and data-driven, the power of creativity and storytelling, and forging a genuine human connection, has never been more important. In this book—a must-read for all leaders—Rishad provides an insightful playbook for balancing the analytical and intuitive sides of business, to create more meaningful connections with customers.”

—Shantanu Narayen, Chairman and CEO, Adobe Inc.

“Talk about brilliant timing! Just when the world of business was about to fall into the abyss of numbers, succumbing to the siren call for more data at all costs, along comes this book to remind us that the human element is crucial to the success of any organization. Rishad teaches us that while numbers, data, spreadsheets and algorithms are important tools for running a business, they are useless unless we exercise our humanity and unleash our creativity.” 

In one book, Rishad has boiled down and concisely conveyed the wisdom gleaned from his illustrious four-decade career in business. Through his masterful storytelling and narrative, he will provoke you to feel as well as think, provide you with actionable insights you can apply every day at work (as well as in your personal life!) and strengthen your leadership skills in transformative ways. And don’t be surprised if, like me, you find your soul lifted as well.”

— Geoffrey Ramsey, Cofounder and Chief Evangelist, eMarketer

“Rishad Tobaccowala’s Restoring the Soul of Business is a classic, a throwback, and an extraordinarily thoughtful reminder that the fundamentals that most influence a company’s fortunes are grounded in humanity.

As we look at our physical world, we can point to the invisible forces of gravity and magnetism for providing order to our universe. In the same way, Rishad establishes his indelible thesis that the order of the business enterprise—its most compelling success factors—reside in the invisible forces of human behavior and culture.

Rishad weaves a fascinating mosaic emphasizing that success is not about what we can see or touch or what we can add or subtract. It is about how we treat our people and energize the enterprise’s cultural fabric. The logic of this dissertation is beyond compelling—it is a business imperative. We must all pause and reflect on this—and then embrace this as students of the new company order.

Thank you, Rishad, for showing us the way.”

— Bob Liodice, CEO, Association of National Advertisers (ANA)

“We are living in extraordinary times. While our digitally connected world creates remarkable opportunities for businesses, employees are facing tremendous stress from a wide range of sources—a contentious global political climate, concern for the environment, regular reports of mass shootings and natural disasters, the impact of economic inequality, and how the emergence of artificial intelligence will impact our lives and livelihoods, to name just a few.

In an era of such broad-based disruption, Rishad Tobaccowala’s Restoring the Soul of Business and its higher-order thinking on improving the balance of our business communities, enhancing the humanity and generosity of our workplaces, and prioritizing EQ over data in decision-making makes this book essential reading for today’s executives.”

— David Carey, Chairman, Hearst Magazines

“This is a book of wisdom. A book that should be passed down with compassion, care, and grace from CEOs to their teams and from parents to their children It is not a business book; it is a book full of hope and optimism about the beauty and possibility of the future—tethered to technology but anchored in the “Soul” with empathy and compassion. I loved this book, and am so grateful that Rishad chose to share his brilliance and insights with all of us.”

— Mark Achler, Managing Director, MATH Venture Partners

“For thirty years, Rishad Tobaccowala has mentored scores of CEOs, including me, teaching us to be better leaders, bosses, and shareholder stewards. How lucky for our successors that his unparalleled guidance now comes packaged in this one masterful book.”

— Randall Rothenberg, CEO, Interactive Advertising Bureau (IAB)

“Restoring the Soul of Business comes at a critical time for an industry that is being turned upside down. With the rules being rewritten, Rishad draws attention to the steps companies, and their executives, need to take to survive and thrive in this age of disruption. I loved the blend of business and practical advice and look forward to applying the learnings in my own attempt to stay on pace with the changes.”

— Penry Price, Vice President Marketing Solutions, LinkedIn

“With my leadership experience in advertising, I can confidently say that companies and brands whose souls are focused on contributing to peoples’ lives with distinct, competitive, groundbreaking ideas and implementation skills have the foundation to build a culture to innovate, disrupt, and eventually lead markets and business categories. Tesla, Nike, Apple, McDonald’s, Alphabet, Southwest Airlines, Dove, Walmart, Starbucks, Disney, Netflix, Coronas, Johnny Walker, Uber, FedEx, Patagonia, Hallmark, Pixar, The New Yorker, Pampers, Foster + Partners, Pentagram, Ideo, Spotify, R/GA, Weiden+Kennedy—all went on creating or leading markets or market segments by passionately building trusted human connections and providing distinct, and often unique, highly inspiring products and services. They have created a human working culture people would kill to join.

By cocreating the Berlin School of Creative Leadership, I’ve been involved in leadership education for almost two decades. Our curriculum is focused on creative professionals in creative industries to successfully lead their company. To lead toward a distinct, competitive place, to lead clients and partners, to lead product and service excellence, to lead human beings, ethics, humanity, to lead themselves, and to lead the industry they are in—and doing so by getting insightful experience in dealing with complexity, analyses, alternate strategies, decision-making, alignment, and implementation in order to become a trusted person and believable advisor. Rishad Tobaccowala’s book provides brilliantly the mortar filling the spaces of our executive MBA architecture, to meet today’s artificial and human challenges, building a competitive and truly human enterprise. Especially for industries where creativity is off the norm, not on it.

If you belong to ‘The Crazy Ones,’ with a deep desire to better our world and our communities, now you have a map to success in your hands: Restoring the Soul of Business. Our participants will get this map as well—accompanied by one of those many amazing, long-applauded Rishad Tobaccowala talks given at our school.”

— Michael Conrad, President, Berlin School of Creative Leadership; former Vice-Chairman and Chief Creative Officer of Leo Burnett Worldwide

“Anyone who has had the privilege of hearing Rishad Tobaccowala’s speak understands his ability to cut through the morass of business hyperbole and zero in on simple, universal truths. What I didn’t realize until reading Restoring the Soul of Business was his ability to do the same with written prose. Tobaccowala is as gifted a writer as he is a public speaker, and his new book manages to take the rapidly expanding complexities of modern business—technology, increasingly bigger data, and an ever-increasing reliance on screen-based interfaces—and offers practical advice on how to leverage technology to become even more human, albeit more productive ones. 

Tobaccowala may be Madison Avenue’s greatest living philosopher, reminding marketers, agencies, and the worlds’ greatest brands that the most meaningful attributes are human ones. In Restoring the Soul of Business, he offers a road map for applying it to any business organization, big or small.”

— Joe Mandese, Editor-in-Chief, MediaPost

“Rishad Tobaccowala is talking my language. This is the cutting-through-the-clutter identification and celebration of humanity, meaning, and soul in business that every industry needs. Rishad has written a book that is not only highly readable and entertaining but also a practical, actionable road map on how to unleash the power and potential of people—threaded throughout with profound and revelatory anecdotes from his personal experience, and shining a light along the way on inspirational figures in our industry who deserve every possible tribute, like Jack Klues and Renetta McCann. Everybody in our industry and every other industry: buy this book now—it will transform the way you see your work, and where you take your business.”

— Cindy Gallop, founder & CEO, IfWeRanTheWorld/MakeLoveNotPorn