I am not frequently offended by profanity. I don’t use it much, and there are times and places that it is quite inappropriate, but I don’t melt when I hear it.
Actually, I am relying on the same principle that I teach about speakers who use foul language. I don’t really care about the language. What I care about is that it distracts the audience from the focus of the message, where large numbers of people will simply stop listening, and focus on those words, think about what was said, react emotionally in some way, and so forth.
If that happens during a presentation, you can simply substitute “reader” for “audience,” and you have the same effect in a book.
That is the problem with Lucky Bastard: My life, my Dad, and the things I’m not allowed to say on TV (New York: Dutton, 2016). In its pages, you will see just about every possible streetwise cuss word. Fortunately, many of them are in footnotes, but if you are one of the few people who read such things, you will see the words.
This is most unfortunate. Buck fills the book with loving memories of his famous father, Jack, who called St. Louis Cardinals baseball on KMOX, and NFL Monday Night Football on CBS radio, for many years. The picture below features both of them. He also talks about his life with his two daughters, his struggles with his first marriage, and great insight into the way he works at FOX. The story about how he climbed to FOX’s # 1 football and baseball broadcasting teams is particularly insightful. I am surprised that editors at the publisher did not intervene to any greater extent.
I would like to recommend this book to you. It’s got some great content. I learned a lot. But, when there is this much potential distraction due to the unnecessary inclusion of profanity, I just can’t do it. What a shame.
* – the book is a treatise because it is systematic, careful, and thoughtful – as the dictionary requires
On Friday, August 5, I present a synopsis of the best-selling business book, Small Data: The Tiny Clues that Unocover Huge Trends” (New York: St. Martin’s Press, 2016) at the First Friday Book Synopsis in Dallas. You can register by clicking HERE.
But, you may not know much about the author, Martin Lindstrom. Here is a bio from the Washington Speakers’ Bureau that represents him (see citation below).
“Martin Lindstrom was named one of TIME magazine’s “World’s 100 Most Influential People” and is the author of several New York Times and Wall Street Journal best-selling books, including Buyology (Doubleday, New York, 2008), Brandwashed (Crown, New York, 2011) and Small Data (St. Martin’s Press, 2016). He is a trusted brand-and-innovation advisor to numerous Fortune 100 companies, including McDonald’s Corporation, PepsiCo, American Express, Microsoft, Nestlé, The Walt Disney Company and GlaxoSmithKline.
“Lindstrom is recognized as one of the world’s leading brand experts, having pioneered the introduction of brands on the Internet (1994), using our five senses in branding (2004), introducing neuroscience in advertising (2007) and exploring the next generation of subconscious communication (2010). He was named a top “Thinkers50 Global Management Thinker” in 2015.
“Due to his groundbreaking work, Lindstrom often features in The Wall Street Journal, The New York Times, Bloomberg BusinessWeek, The Washington Post, USA Today, The Economist, Harvard Business Review, The Independent, The Guardian and Der Spiegel. He regularly appears on ABC, CNN, CBS, FOX and the BBC.
“Buyology was voted “pick of the year” by USA Today, and it appeared on ten of the Top 10 best seller lists in the U.S. and worldwide, including The New York Times and The Wall Street Journal. His book BRANDsense was acclaimed by The Wall Street Journal as “…one of the five best marketing books ever published.” His books on branding have been translated into more than 50 languages and published in more than 70 countries worldwide.
“Lindstrom is a regular contributor to Fast Company, TIME and NBC’s Today with his popular “Main Street Makeover” TV series.”