Title: Complicated Lives Price: £12.99 ISBN: 0-470-01263-3 Publisher: Wiley
Complicated Lives: the Malaise of Modernity, written by Michael Willmott and William Nelson, is one of the best business books I have read in the past decade. Its basic premise is that as consumers we all want and expect more from life.
People have higher expectations and more choices, but the downside is that they are now faced with making more complex decisions every day.
Complicated Lives analyses what has contributed to information overload - from how technology has made our lives more difficult through to what it calls "the choice explosion".
The book's matter-of-fact style makes its 201 pages feel like half the length. It made me step back and assess how successful companies are in courting the consumer's attention.
The message of Complicated Lives to businesses is the opposite - keep communications free of complication. The message to consumers is to get a life and avoid an existence dominated by consumer decision-making.
- Peter Thomson is sales director (prospect targeting) at Experian Marketing Services.