4 Smart Books: Life Lessons

We Americans have selective memories about the past yet we’re always eager about the future. Here are four books we’ve chosen that look at what Americans used to be like, what we are like now and how we might be able to figure out what happens next. The books range from an analysis of our hopes and fears, to a game-theory expert’s tips on predicting the future, to an economist’s advice on dealing with daily life and financial planning, to a personal look at the social and cultural scene of New York in the 1970s.

What Americans Really Want…Really:
The Truth About Our Hopes, Dreams, and Fears

By Dr. Frank I. Luntz

Everyone from store owners to managers at corporations wants insights into how Americans think in order to increase business and retain employees. This book, by Frank I. Luntz, draws on a decade’s worth of interviews—over 25,000 in person and another one million phone surveys -- to offer concrete data.

The book is divided into seven chapters, each with thought-provoking findings. Topics range from simple daily tasks to job satisfaction to what we look to in religion and what we hope for in retirement. There’s even a chapter on what the coming generation of 2020 will think of today’s cultural and business leaders.

Given the structure, it is tempting to jump back and forth looking for interesting tidbits throughout the book. But given the current job market, it is worth dwelling on the chapter that deals with the workplace. Luntz has advice on how both employers and employees should approach work, as well as some management rules: More training is better than less, more conversation with employees is better than less and, most important — avoid surprises. One of the most unexpected findings is that people would like to be entrepreneurs: 80% of Americans would rather be the owner of a small business than the CEO of a large corporation. The implications for bosses: Workers need to feel empowered.

Luntz writes in clear language that’s free of jargon and marketing lingo, and his book is an engaging egghead page-turner for employees, managers and even investors. Who doesn’t want to know what makes us tick?