Business Book Summary

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Business Book Summaries® • MMMM DD, YYYY • Copyright © 2017 EBSCO Publishing Inc. • www.ebscohost.com • All Rights Reserved 1
Ctrl Alt Delete
Reboot Your Business. Reboot Your Life.
Your Future Depends on It.
Mitch Joel
©2013 By Mitch Joel
Adapted by permission of Hachette Book Group
ISBN: 978-1-4555-2330-6
Key Concepts
Technology is rapidly changing the way business is conducted. Companies, brands, and individuals have a
choice—adapt or become irrelevant and unemployable. The following guidelines offer methods for thriving in
the technological present and future:
• Businesses should create and maintain direct relationships with consumers. These relationships can be es-
tablished by using data, media channels, and numerous online platforms.
• All marketing should be utilitarianism marketing. Brand marketing must provide consumers with useful,
valuable, and innovative tools they can consistently use.
• Marketing should embrace the use of both passive and active media.
• Companies need to analyze big data and use it in both linear and circular forms to engage with consumers.
• Branding and targeted marketing must offer intuitive, context-awaresystems designed for a universal screen.
• Individuals—whether employees, entrepreneurs, or intrapreneurs—can “reboot” themselves and their ca-
reers by thinking “digital first”; striving to have squiggly rather than linear career paths; recognizing that
work is now more project-based and entrepreneurial, even in large companies; ensuring that all messaging
is authentic and value-added and tells a good story; keeping office space mobile, flexible, and designed for
collaboration; and adopting (or employing others with) a hacker mentality.

Ctrl Alt Delete Mitch Joel
Summary
Introduction
In Ctrl Alt Delete, Mitch Joel examines how technology has changed the business landscape. To remain rele-
vant and competitive, brands, businesses, and individuals need to“reboot,”changing both themselves and their
business models. Joel identifies five business movements that require businesses and people to adapt, along
with seven“triggers”that can help people adopt an entrepreneurial, startup mindset. In this new world of busi-
ness, opportunities, ideas, and innovations are flooding the market, and only those who can keep up will thrive.
Section 1: Reboot: Business
From Me to You
Brands now need direct relationships with consumers at every touchpoint to
thrive. Their business models should make use of data, media channels, and
other technological platforms to connect personally with consumers. Apple
is a prime example of success in this area, because the company directly con-
nects with customers in several ways, both online and in its stores.
Social media is also an effective way to reach consumers directly, but only if a
business uses it to interact with consumers, rather than just push information out when someone hits “like” or
“follow.”
To have a successful, direct relationship, a business must think and act like the consumers that it wants to reach,
and there are no longer typical consumers. Instead of just passively receiving traditional advertising and then
making a purchase, today’s consumers research, discuss, and share on social media; do in-person recognizance;
and may end up buying from completely different businesses than the ones they first approached. These new
consumers are not linear; the path from interest to sale is now“squiggly.”
It takes time to create direct relationships with consumers, and a single approach will not fit all businesses. How-
ever, five basic tenets will help foster direct relationships with consumers:
1. Deliver value first on everything. This includes pricing, service, and information. Social media should be used
for far more than contests and promotions.
2. Be open. Transparency constitutes honest, direct relationships with customers.
3. Be clear and consistent, and communicate often. It is important to communicate with consumers more than a
few times per year; however, people should not be overburdened with too much contact.
4. Create a mutually beneficial business world. Rather than competing with reseller partners, companies must
find a way to steer consumers directly to them.
5. Target only serious customers rather than everyone on social media. These customers will automatically net-
work.
Give Me Utility (Or Give Me Death)
In the past, a business had to carefully consider its location. However, the new prime real estate is the home
page on a consumer’s screen. A brand can only earn that spot if it offers something customers can consistently
use. Companies need to employ utilitarianism marketing by providing tools that consumers need to enhance
their daily lives. This type of marketing does not have to cost more to be useful. Nike, for example, uses broad-
cast advertising, but at the same time creates utility for customers with apps and gadgets that synchronize and
track exercise on smartphones and social media.
Direct relationships
are no longer relegat-
ed to the social media
channels, they’re the
way brands behave:
online, offline, and
otherwise.

Joel provides seven utilitarianism marketing guidelines:
1. To build loyalty and drive revenue, make the utilitarianism marketing tool about customers’needs.
2. Remove friction by solving customers’points of stress.
3. Provide the tool to customers with no expectations about return on investment; the point is to connect the
brand to the idea of usefulness.
4. Create a tool that will be enthusiastically recommended by customers.
5. Keep the execution of the initiative simple.
6. Do not wait; create a useful tool during a consumer’s moment of need.
7. Look for small pockets of innovation that can piggyback on something that already exists.
There are endless opportunities for companies to capitalize on utilitarianism marketing right now.
Built to Touch
Historically, broadcast and newspaper advertising aimed at a passive audience
that consumed content in a certain place at a specified time. Now, the Internet
and social media require consumers to be more interactive. In addition, televi-
sion, radio, and newspaper articles can be consumed on different devices from
anywhere at any time, sometimes while consumers are also using the Internet.
Media is becoming one digital pipeline of text, images, audio, and video. Internet technology is also advanc-
ing quickly; anyone can post or publish in real time. This all creates confusion, not only about where to best
market but about what marketing is actually accomplishing. Many people can “like” a brand’s Facebook page,
for example, but not all will become paying customers.
The right mix of passive and active media channels can combine to tell a brand’s story in the most effective way.
To determine the right combination, a company should consider the following five points:
1. Take stock of current marketing initiatives and note which are passive and which are active.
2. Know how customers use media, then connect with them there.
3. Become more active with media.
4. Realize that it takes time to build credibility using active media.
5. Leverage this time of transition in the marketing landscape to connect with customers.
Overall, a company’s media campaign should be both active and passive, as long as it is reaching customers in
the best way possible.
Sex with Data
Often, businesses miss opportunities and lose out to competition by not making timely use of big data and web
analytics. Most just do not have the tools or staff to deal with all the data, which comes in two forms:
1. Linear data: A company sends a marketing message and receives data via customer response (or lack there-
of).
2. Circular data: A company tracks chatter and moments of engagement on social media.
Good things (i.e., the “sex”) happen when the two data flows can be gathered, manipulated, and monetized
together. The following six suggestions will help businesses engage with data in a transparent and meaningful
way:
Utilitarianism mar-
keting is going to be
the next great busi-
ness disrupter.

1. Measure and optimize linear data effectively.
2. Measure and optimize circular data by determining which social media spaces customers use and getting
involved.
3. Use data to clarify who the loyal customers are.
4. Make use of mobile technology (e.g., Amazon’s Price Check application).
5. Expect data analytical tools to get more personalized, but not at the expense of consumer privacy.
6. Expect to pay more for analytical tools as big data becomes an important part of marketing success.
The One-Screen World
People now need to think in terms of one screen instead of many. Televisions, computers, smartphones, and
tablets are just vehicles for the same text, video, and interactive content. Brands should be accessible on mul-
tiple platforms—and especially on mobile devices. Customers are on the go, so brands should create utility that
makes life simpler and creates loyalty. Business offerings should be as easy to find and share as possible.
Devices are only getting faster, smarter, and more connected. According to the research firm Gartner, the next
step is a context-awaresystem that anticipates and intuitively responds to a person’s needs. For example, a smart-
phone will be able to recommend a restaurant based on location, the weather, a consumer’s personal calendar,
and even whom the person is meeting.
In addition, because every business can have a direct relationship with con-
sumers who want utility, brands should collect, analyze, and monetize the
data. Then, they need to make use of it through passive and active media
channels designed for a universal screen. This will require “rebooting” how
they operate in the marketplace, and many companies will need to com-
pletely change their business models.
Section 2: Reboot: You
Digital Erectus
Individuals need to “reboot” themselves in order to thrive in the new business landscape as employees, entre-
preneurs, or intrapreneurs. First, they must think“digital first,”because that is how consumers are behaving:They
check the Internet for pricing, ratings, reviews, and information before making decisions. Joel advises individu-
als to remember the following five points when utilizing digital technology for marketing:
1. Treat digital connections authentically and sincerely, using technology only to be more human to consum-
ers.
2. Work to become a digital native by learning everything possible about the technology that consumers use.
3. Be aware that social media and other rating platforms constantly measure the relevance and influence of
brands—and even people.
4. Have humility and be open to feedback and the need to occasionally realign digital marketing efforts.
5. Ensure that all websites and other digital platforms are simple and easy to use.
The Long and Squiggly Road
Individual career paths are no longer linear because of the constantly changing business and technology land-
scape. Therefore, individuals will need to take chances and adapt to stay relevant and inspired. Short projects
are common, and ideas, innovations, and products are introduced into market quickly and constantly. It is
If we say that every-
thing online is not
“the real world,” we
are … diminishing
it, dismissing it, and
making it seem less
substantive than it is.

important for people to go after big ideas before someone else does because with technology, big ideas can be
accomplished with less. Taking on new projects and making big and small changes will help keep individuals
from feeling stuck. It is okay for a person to be incompatible—that is, someone who is disruptive, revolutionary,
an artist, comfortable with change, and sometimes even alone. Rather than being constant and unchanging, a
person’s career should balance interest, attention span, and work that needs to be done. It should be squiggly.
The New Way We Work
Great things happen when divergent opinions collide and people collaborate, innovate, and create opportuni-
ties for themselves. Unfortunately, many companies still adhere to hierarchy, procedures, and restrictions. Their
expectations have changed, though: Employees are expected to be intrapreneurs and“on call”at all times.
To advance in this new world of business, an individual must experience a mindshift. He or she needs to think
like an entrepreneur. Many entrepreneurial organizations and individuals have common traits, such as the
ability to embrace new business models and operate with a business mentality, yet not lose an entrepreneur-
ial mindset. The idea of work/life balance has also been replaced with the
“healthy blend”—the right combination of work, personal time, and commu-
nity involvement for each person.
To stay relevant, individuals should make themselves indispensable in every
new thing and explore what it means to be doing their best work. Such an
attitude will also keep them challenged and excited. In addition, they should
take action rather than sit back, think critically, and inject an element of play
into their work. Finally, people should evaluate whether their work reflects
their true purpose. One’s work should be one’s art; that is, the manifestation
of the work a person is meant to do.
The Marketing of You
Individuals, brands, and businesses should all communicate and market themselves authentically and differ-
ently, depending on the active or passive media platform they are targeting.
Social media is not simply one format or channel. For example,YouTube, Facebook, and Pinterest all serve differ-
ent kinds of audiences in different ways, so one type of message will not work for all of them. First, it is important
to figure out how to add value to the channel, and then communicate in the way that best highlights that value.
The goal is to build credibility and influence, which can be achieved by creating meaningful interactions with
consumers. Joel suggests six ways that individuals can communicate more meaningfully:
1. Find a way to add value and connect to consumers’social media experience, instead of interrupting it.
2. Make marketing messages relevant and personal, not“spammy.”
3. Be authentic and likeable when pitching a client or customer.
4. Focus on human interaction, and avoid automation tools.
5. Foster influence instead of worrying about how many people one is reaching.
6. Ensure the content tells a fascinating, relevant story.
Work the Space
The concept of workspace has changed significantly, since for many the“office”is wherever the laptop is. Digitiza-
tion has broken down silos and is causing both companies and individuals to create optimal work environments.
Workspace should be open, bright, and designed so that continuous creativity and collaboration are possible.
A true entrepreneur is
someone who has an
uncanny desire to cre-
ate the future; some-
one who sees inef-
ficiencies in the work
we’re doing—day in
and day out.

Technology should be leveraged to create better meetings and push business forward. While social media can
be a time-suck, it can also be used to connect employees to one another and ultimately to the customer. The
technology of the new digital office allows individuals to have all the necessary work tools to connect, collabo-
rate, and build business anywhere.
Your Life in Startup Mode
The way that the labor market is evolving is causing big businesses and even individuals to act like startups.
In fact, people who treat their own squiggly careers like startups will have the most success in these changing
times. It is important for a worker to think like an entrepreneur; that is, someone who is trying to create a future
that does not yet exist. The following eight ideas will help individuals successfully embody the startup mindset:
1. Study the edges of one’s business and career, and adjust one’s skills accordingly.
2. Invest time, money, and effort in anticipation of future success, as the rewards will not be immediate.
3. Learn from and connect to great business mentors, counselors, and friends; this is the key to success.
4. Remember that a startup lifestyle is intense work and involves long hours.
5. Create deadlines and stick to them to keep things moving forward.
6. Embrace mistakes and learn from business models that are not working,
then pivot toward something that will work.
7. Get comfortable with risk and the knowledge that things will continue to
change.
8. Take small steps to accomplish larger business goals. The goals will need
to be adjusted and reworked, so it is important for individuals to stay the
course.
A person’s work life should be treated as an exciting startup that will go
through many stages and changes.
Embracing the Next
Going forward, there will be a future for business beyond technology, social media, and mobility. Companies
and individuals would be wise to keep track of the following six trends:
1. Every business should employ hackers—innovative thinkers who use playful cleverness to achieve a goal.
Hacking in this sense does not refer to cyber attacks; rather, the term can be applied to every industry and
even to business models. Two important examples of hacker culture are 3D printing and the Maker Move-
ment.“Makers”are people who create, invent, and prototype things like electronics, robotics, and more. The
movement is a contemporary subculture similar to that of computing in the 1970s.
2. Marketing should be horizontal across all departments and employees, and businesses should be transpar-
ent and social. In fact, social media should be its own department, because interacting and connecting with
consumers is a full-time job.
3. Independently funded brands and a“do-it-yourself”culture is making it possible for more entrepreneurs to
fill market gaps. These brands use storytelling instead of advertising as their main form of marketing. In ad-
dition, they foster trust through credibility, transparency, and unique offerings for consumers.
4. “Less is more”marketing involves sending out fewer pieces of content and ensuring the purchase funnel has
as little friction as possible. People want connection, but they want ease and simplicity more.
Start treating your
career like the start-
up that it deserves to
be … You will be in
a state of flow and
you will be working
toward the ultimate
goal: personal suc-
cess and fulfillment.

5. It is vital to keep up with technology to stay relevant, but it should not be all-consuming.Technology should
be used to make life and work easier, but it should not be used 24 hours a day. It is important to have real
conversations and make meaningful face-to-face connections.
6. Virtual and digital goods create opportunities for all kinds of businesses and create new job descriptions.
For example, even if a product is physical, a company can take advantage of the market by teaming up with
a retailer that sells virtual products and cross-promote.
In the end, the narrative is all about longevity. Business will continue to change, and therefore need to reboot
to stay relevant.
Features of the Book
Estimated Reading Time: 5–6 hours, 288 pages
In Ctrl Alt Delete, Mitch Joel examines how technology has changed business and marketing. It has created
opportunities for large and small companies and even individuals to adapt and thrive by developing an entre-
preneurial mindset. Because of technology, the entire marketplace has evolved and is continuing to change.The
book would be relevant to both large companies and small businesses as well as individuals who are interested
in “rebooting” their own careers with an entrepreneurial mindset. The first section of the book is a marketing
guide for businesses, while the second is focused on individual career success and strategies for business owners
and startups. Each chapter ends with a series of numbered lessons that sum up the content. The chapters are
best read in order, as each topic builds on the next and often circles back to points explored earlier.
Contents
Prelude
Introduction
Section 1. Reboot: Business
Chapter 1. From Me to You
Chapter 2. Give Me Utility (Or Give Me Death)
Chapter 3. Built to Touch
Chapter 4. Sex with Data
Chapter 5. The One-Screen World
Interlude
Section 2. Reboot: You
Chapter 6. Digital Erectus
Chapter 7. The Long and Squiggly Road
Chapter 8. The New Way We Work
Chapter 9. The Marketing of You

Chapter 10. Work the Space
Chapter 11. Your Life in Startup Mode
Chapter 12. Embracing the Next
Acknowledgments
Index
Further Information
Information about the author and subject:
twistimage.com/blog
Informationaboutthisbookandotherbusinesstitles:
www.hachettebookgroup.com
Click Here to Purchase the Book
Related summaries in the BBS Library:
The Network Imperative
How to Survive and Grow in the Age of Digital Business Models
By Barry Libert, Megan Beck, and Jerry Wind
Digital to the Core
Remastering Leadership for Your Industry,
Your Enterprise, and Yourself
By Mark Raskino and Graham Waller, Gartner, Inc.
About the Author
Mitch Joel is president of Mirum—an award-winning digital marketing and communications agency (although
he prefers the title Media Hacker). He has been called a marketing and communications visionary, interactive
expert, and community leader. He is also a blogger, podcaster, passionate entrepreneur, and speaker who con-
nects with people worldwide by sharing his marketing insights on digital marketing and new media. Joel is a
past chairman of the board of directors of the Canadian Marketing Association and a former board member
of the Interactive Advertising Bureau of Canada. He is on the advisory councils for many businesses and chari-
table organizations, speaks frequently to diverse groups like Walmart, Starbucks, Nestlé, Procter & Gamble, and
Unilever, and has shared the stage with former president of the United States Bill Clinton, Sir Richard Branson,
Malcolm Gladwell, Anthony Robbins, Tom Peters, and Dr. Phil. Joel has a regular column, “Media Hacker,” in the
Huffington Post. His first book, Six Pixels of Separation, named after his successful blog and podcast, is a business
and marketing bestseller.

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