The topic of this book is about how your face expresses what you think, which often different than what you say. The author of the book referred this gap as 鈥榮ay-feel gap鈥�. In term of relationship between sales person 鈥� customer, or employer 鈥� employees, if you want to close the gap, the author recommends not to just listen to their answer, but to use facial coding; means, reading facial muscles of the target person. He described seven types of core emotions and more of secondary emotions. It described in general, because the author believes, that disregard of ethnic group nor nationality, people reacts the similarly when they feel the same emotion. In the end, the author describes how to use this facial coding strategically; whether as a sales person, or an employer.
Facial coding, which is based on psychologist Paul Ekman鈥檚 Facial Action Coding System (FACS), has a sleek and shiny high-tech feel. Indeed, the approach that Dan Hill and his research consultancy firm developed involves eye tracking, video recording, tabulation of 鈥渆motional data sets,鈥� elaborate scoring systems and comprehensive analyses. Yet, 19th-century scientists Charles Darwin and Guillaume Duchenne studied facial coding and applied their findings in their work. Since prehistoric times, humans have intuitively understood how to read each other鈥檚 faces. Hill and his colleagues have updated this ancient art to enable companies to determine accurately what consumers and employees truly feel about them and their products 鈥� which is different from what they tell researchers. getAbstract recommends Hill鈥檚 groundbreaking book to executives and managers in all fields, but especially to human resources and marketing professionals.
This book covers many elements of business and marketing. I found it to be extremely valuable in insight and to me should be on the bookshelf of any serious marketer.