Geoff U, Educator
I'm conflicted about this book. On the one hand, the close readings of CEO communications are really in depth, really well explained, and explore both qualitative metaphor analysis and quantitative sentiment analysis. They show well the different ways that CEO's communicate a worldview with the words they use. It's clear their is information to be gained from these communications. What is less clear is why this matters or what it can be used for. In some cases, the analyses merely confirm the public person of the CEO (e.g., Rupert Murdoch is a power hungry media tycoon who conceives of business as war). In other cases where novel insights may be gained, I'm just not sure what the implications or applications are. It's cool by itself that CEO letters and tweets can be mined for clues about who they are or who they are trying to portray themselves as, but I'm not sure what to do with that.