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Why spend $80,000 and take two years off to become senior management material? So asks BusinessWeek in a write-up on our pal Seth Godin, P&G brand manager Josh Kaufman, and other proponents of the self-education movement called the Personal MBA....
Inspired by Seth (seriously, who isn't?), Kaufman developed a manifesto on mastering business without spending an arm and a leg on tuition. B-schools, he writes, "don't have a monopoly on worldly wisdom."
As its biggest champion, Josh calls the personal MBA "more flexible than a traditional MBA program, doesn't involve going into massive debt, and won't interrupt your income stream for two years. Just set aside some dedicated reading time, pick up a good book, learn as much as you can, and go out and make great things happen."
The real work of the personal MBA is…well, reading a bunch of books: 42, in fact. "By investing time and effort in using these resources, you will progressively develop a greater understanding of business and increase your effectiveness at work," he writes. "Even if you only read a few, you'll get a substantial return on your investment." Josh calls the personal MBA movement "an experiment in educational entrepreneurism."
However you feel about the power of a personal MBA—whether you believe that reading a stack of books and chatting about them with others online will earn you the same level of knowledge as two years at Wharton or Stanford or wherever—is only part of the story. So is whether you think the particular mix of books Josh suggests offers the best grounding in all aspects of business. (I think he should have emphasized better and clearer writing, for example—why not do one better than what the business schools offer?—but I'm digressing….)
Anyway, what I think is the more interesting aspect of the movement is the tiny but powerful viral component of it—Josh credits Hugh MacLeod with coining the term "global microbrand." The global microbrand is "a small brand that is recognized all over the world, spread primarily via the power of the internet," Josh writes. Hugh references several microbrands here, but there are zillions. Don't you know a bunch?
The larger point is this: We no longer need to fear the scattering and dispersion of audiences. Movements, social networks, causes and businesses worldwide are collecting—bringing together and rallying—their communities, voices, members and customers via the power of the Internet.
Oh…and via BusinessWeek, of course. In my mind, a delicious part of the Personal MBA story is that stodgy old BusinessWeek—BusinessWeek, for God's sake!—commits so many inches to the movement. That's as much a recognition of global microbrands as it is a recognition of the Personal MBA itself. What a powerful statement indeed.
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Comments
Ann,
Thanks for the kind words!
FYI - there is a book about writing in the PMBA: "On Writing Well" by William Zinsser. It's a great book... I highly recommend it!
Josh
Posted by: Josh Kaufman | 04.11.06
The idea of the Personal MBA is interesting. I am sure a person can learn a lot by reading books in their spare time. However, I bet it looks much better to have an MBA from an accredited institution on your resume.
Posted by: Michael Morton | 04.11.06
I couldn't help but find the other thing that Seth and Josh have in common... photographs of their bald heads as a significant part of their "brand". I mean Josh's tag line is "Inside My Bald Head" and go to Seth's site and get "click on seth's head to view his blog".
In some ways it goes along with the "naked conversations" idea, the open, personal, authentic, almost confessional. Anyway, interesting none the less.
Posted by: karl | 04.11.06
Josh --
Thanks for your comments...! I know the Zinsser book, and you are right: it's a good one. But ONE book out of 42 on writing? Seriously?
In my view, the ability to write is a cornerstone of success, so if this was "Ann's MBA," for example, I'd emphasize instruction in simple, good, clear writing.
Ann
Posted by: Ann Handley | 04.11.06
Very impressed with the inclusion of the "design of everyday things". Obviosly no list can be endlss but I would add one book to the list, that would be "understanding comics" by scott mccloud. As Ann said written communication is a cornerstone of success, I would counter that "communication" is, and that Mcclouds work is a serious disertaion on visual communication and something that anyone that wants to put a powerpoint together should take note of.
Posted by: karl | 04.11.06
Read quality books and discuss/debate in order to learn? That's a liberal arts education! An MBA version of a St. Johns education without the pricetag. I like it! Who says you can't have your cake and eat it too!
Proctor and Gamble always produces quality marketers. (e.g. Scott Davis) I wonder what their secret is?
I'm curious to know if the list of 42 books will ever grow. Does anyone know?
Posted by: Brandon | 04.11.06
First, an MBA is invaluable because of not only what we learn but it is a ticket to the big game, the better the school the better the seats! Second, if we get an MBA and then read the 42 books the possibilities are endless. Last, is a question, did you get an MBA Ann?
Posted by: Todd Smith | 04.11.06
I just noticed that you did not get an MBA in your Bio, Thanks!
Posted by: Todd Smith | 04.11.06
I am sure that an MBA is valuable because of the learning itself that grants you the "seats," (as Todd put it). But are you also saying that the MBA gets you the *connections* to those who can point out where the "seats" are?
And you are right -- I don't have an MBA. In fact, I wasn't even a business major. (But I play one on TV.)
: )
Posted by: Ann Handley | 04.11.06
Isn't all this about how involved you are to the subject? I will go just a bit out of MBA and marketing.
Two of the best programmers I know yet, got most of their knowledge all by themselves with just bits of help from arround.
One of them finished University, and one of them has not. Still, the one that finished, got a bit larger view of some other things. Beside programming, he learned things about group work, business, electronics,...
Well, I think that some things are not written in the books, but are spoken by the body language (and other "chats in the classroom") from best professors. If that counts for further profit you make? Well, that's the question. :-)
So the best is to somehow get through both perhaps? MBA and PMBA is the combination. If you have time. Most certainly you need enthusiasm. :-)
Brandon: from my experience, P&G has really sophisticated hiring process. As a student, I had to go through tough test to just get a "student field research" job and become 1 of 8 (from about 100 aplicants) to do it. Amazing, I've liked that. :-)
Posted by: Dusan Vrban | 04.12.06
Ann, just a question about the picture from the first site (change and fear of change)... who's the author of this?
My agency is Kainoto, which comes from Kainotofobia (fear of changes), so perhaps I would use that some day. :-)
Posted by: Dusan Vrban | 04.12.06
The graphic is by Hugh MacLeod: http://www.gapingvoid.com/
Hugh allows you to use his cartoons for free (with some restrictions). But in return he encourages you to buy wine from a company in which he has an interest. Check out his "indirect marketing schtick" here:
http://www.gapingvoid.com/Moveable_Type/archives/002670.html
Enjoy!
Posted by: Ann Handley | 04.12.06
Ann,
I admit I have a Wharton MBA and have read over 42 books probably in the last few years. But the best Marketing education I ever got was being a quota carrying sales rep for one solid year!
Sridhar
Posted by: sridhar ramanathan | 04.13.06