how to reinvent your business, - CBS...
14
Transcript of how to reinvent your business, - CBS...
how to reinvent your business your career and your personal brand
with Steve Kettmann
B R O A D W A Y B O O K S
N E W Y O R K
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 1
Contents
Foreword by Martha Stewart 9
Part OneBranding Ourselves
Introduction 13
C H A P T E R 1 Start Your Own Orange Revolution 15
C H A P T E R 2 Why Not 20
C H A P T E R 3 The Art of Branding 28
C H A P T E R 4 Find Your Message 31
C H A P T E R 5 Brand ldquoYourdquo 38
C H A P T E R 6 The Secret Behind Shift 42
C H A P T E R 7 Fish Where the Fish Are 48
C H A P T E R 8 Branding and the Power of Positive Emotions 58
C H A P T E R 9 Overcoming Fear 63
C H A P T E R 10 Lessons from History 69
C H A P T E R 11 The Genius of Michelangelo 75
C H A P T E R 12 How the Past Can Inspire Your Future 80
C H A P T E R 13 Fueling the Imagination 90
C H A P T E R 14 Donrsquot Ask Compel 98
C H A P T E R 15 The World at Your Fingertips 109
C H A P T E R 16 Reinvent the Obvious 114
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 5
Part TwoTactics That Work
C H A P T E R 17 Find Your Mission 123
C H A P T E R 18 Un-write Your Life 128
C H A P T E R 19 Be a Tiger 136
C H A P T E R 20 Go Helium 145
C H A P T E R 21 Create a Fan Club 154
C H A P T E R 22 Shock and Awe 164
C H A P T E R 23 Embrace Mistakes
They Are How You Learn What Not to Do 170
C H A P T E R 24 One Life 177
C H A P T E R 25 About and Out 180
C H A P T E R 26 Shout About It 190
C O N C L U S I O N Making Our Place in History 197
A C K N O W L E D G M E N T S 201
I N D E X 203
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 6
Introduction
Italy August 2009
A room service waiter walked into my room He brought mea big bowl of navel oranges as I requested A few hours laterhe came back with another bowl of oranges which I had alsorequested He asked why I ate so many oranges so I told himhow I lost 256 pounds and changed things about myself as aperson that were making me unhappy Every day he broughtme my bowl of oranges on multiple occasions Then one dayhe told me that he had started eating oranges himself He wasalready thin and didnrsquot look like he needed to lose weight soI asked him why he started eating oranges He said ldquoEvery-one can use some change for the better in life So since orangeswork for you and make you happy I thought I would trythem toordquo By the time my stay at that hotel was over thewaiter said he was feeling ldquobuonissimordquo
13
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 13
Broadway Books
c h a p t e r 1
Start Your Own Orange Revolution
it all started with oranges Many orangesIf I were to reach out right now to shake your hand you
would probably be surprised to see the color of my handsPeople always stare at the deep orange glow my hands giveoff Itrsquos a loud warm orange not a color that anyone expectsto see on someonersquos hands But since I look fit and trim andhealthy people usually just wonder ask nicely or shrug it offFact is my hands are orange- colored because for years I havebeen peeling and eating as many as fifty oranges a day
I canrsquot pinpoint the moment I went orange and set abouttransforming myself and changing my life As much as I talkabout oranges as if they were part of a careful plan the truthis that I started eating a lot of oranges mostly because I likedthe way they tasted they were available anywhere in theworld and I liked the way peeling and eating an orange kept
15
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 15
Broadway Books
me focused The oranges became a ritual as much as a healthysnack They became almost a touchstone for change I knewI was 100 percent serious about transforming myself and eat-ing many many oranges from all over the worldmdashin seasonout of season organic or conventionalmdashhelped me keep ontrack
Wherever I go I strike up conversations about all the oranges I carry around with me I also get some of the mostcurious looks In a business meeting walking around travel-ing driving in the car or watching TV I always have orangeswith me I carry them in a small wicker basket or paper bagwhich never fails to elicit the question ldquoWhatrsquos in thererdquo Theyget everyone talking and are a great way to open up a con-versation Oranges have become my symbol for change Nowwhen people I know visit me they bring me oranges For mybirthday holidays thank- yous greetings and all other kindsof reasons friends send me bags and boxes of oranges On theroad in various far- off cities while other travelers find them-selves welcomed in their hotel rooms with bottles of wine orchampagne or baskets full of crackers and chocolate- coveredstrawberries I am welcomed by a big beautiful bowl of oranges
When I plan my travel to cities where I need to go I thinkabout the great places I have discovered where I can load upon the best orangesmdashWhole Foods in LA Sembikiya inTokyo Fauchon in Paris Peck in Milan Harrods Food Courtin London and Chelsea Market in New York On long inter-national flights I bring as many as fifty oranges Usually I
s h i f t
16
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 16
Broadway Books
canrsquot eat all of them so at the end I offer some to the flight at-tendants who seem to love them When I show up to see myfriend Frank Gehry the architect at his office in LA his staffannounces me as ldquoOrange Manrdquo
Irsquom constantly peeling oranges But truth be told the or-anges peeled me as well Thatrsquos what theyrsquove done for a longtime They peeled away layers within me They convinced methat I could change That I didnrsquot have to remain the way Iwasmdasha 400- plus- pound man in what should have been a 150- pound body Of course Irsquom not forgetting the physicality ofthe orangesmdashthe vitamins they contain their sweetness andtheir acidity But they are far more than food to me Orangeshave become a talisman a touchstone They delivered mefrom my previous life from the hope and disappointment thataccompanied my earlier efforts to lose weight They helped togive me back my 150- pound body
As a result Irsquove never gotten tired of the taste of orangesTo me orange is the flavor of freedom It is the taste of beingon the right track Oranges are a tangible manifestation of thepower of change of my ability to overturn my old habits andof my approach to life I needed that tangible physical mani-festation of change And so I would argue does anyone whowants to effect profound change in his or her life
But this is not a diet bookThis is a book about human transformation It is based
on business strategies and tactics that mainstream brandsapply to stay relevant with consumers It takes those strate-gies puts them in a personal context and shows you how to
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
17
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 17
Broadway Books
brand yourself to be the best you can be It shows how youcan achieve Shiftmdasha slight move in your attitude in yourthinking in your behavior or your life
As cosmetic surgery can reshape your physical featuresthe idea of Shift can reshape and enhance your image andidentity and beliefs to help you brand yourself a better per-son It can help you manage and take control of how you areperceived by the world around you Consumer brands do thiseveryday through their advertising Web sites products andpackaging and through the people places and events theyassociate with You can achieve your own results by learningto apply brand- building strategies and tactics to yourselfmdashto your actions habits behaviors associations and stylemdashtoachieve the personal betterment and change you desire
I am talking here not about just any kind of change butabout change that can make a lasting difference in your careerand in your life Think of shifting from one gear from oneway of being to another You canrsquot flip- flop from program toprogram from one resolution to another True change springsfrom an idea whose time has come It is powered by dissatis-faction with the way things are
In other words Shift is a change that lets you see yourselfin a new light Applying Shift to your life and career requiresknowing what to keep what to shed and what to completelytransform Shift occurs when you assign ideas and values newpriority It will affect how you see others and how others seeyou
Irsquove eaten oranges ever since my boyhood in Brooklyn Butwhen I decided to Shift my life once and for all I started eat-
s h i f t
18
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 18
Broadway Books
ing a lot more oranges I started looking to oranges to trans-form my life Do you want to transform your life Be moresuccessful Make more money Lose weight Change your ca-reer or purpose Then look for your own ldquoorangesrdquo Findsomething you can touch something you can feel Somethingyou can stare at for a thoughtful moment when you need toreconnect with your sense of purpose and your sense of mis-sionmdashwith your sense of wanting to Shift
The ldquoorangerdquo can be anything you want it to be For mydaughter it was a new tattoomdasha symbol of spiritual power toher Looking at it centers her My sister- in- law had a toughfight against breast cancer The orange in her life was a pieceof quartz dangling from a bracelet she wears every day Some-times even without thinking about it she reaches down andtouches the familiar rough quartz against her fingertips Andthat touchingmdashthat physical contactmdashhas a calming effectItrsquos all about finding what works for you Itrsquos all about havinga vision of Shift and sticking with that vision That is what Idid when I finally decided to change my lifemdashthe way Irsquovechanged scores of brands and products and companies in myprofessional careermdashand lose hundreds of pounds and givemyself a completely different look
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
19
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Broadway Books
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
Contents
Foreword by Martha Stewart 9
Part OneBranding Ourselves
Introduction 13
C H A P T E R 1 Start Your Own Orange Revolution 15
C H A P T E R 2 Why Not 20
C H A P T E R 3 The Art of Branding 28
C H A P T E R 4 Find Your Message 31
C H A P T E R 5 Brand ldquoYourdquo 38
C H A P T E R 6 The Secret Behind Shift 42
C H A P T E R 7 Fish Where the Fish Are 48
C H A P T E R 8 Branding and the Power of Positive Emotions 58
C H A P T E R 9 Overcoming Fear 63
C H A P T E R 10 Lessons from History 69
C H A P T E R 11 The Genius of Michelangelo 75
C H A P T E R 12 How the Past Can Inspire Your Future 80
C H A P T E R 13 Fueling the Imagination 90
C H A P T E R 14 Donrsquot Ask Compel 98
C H A P T E R 15 The World at Your Fingertips 109
C H A P T E R 16 Reinvent the Obvious 114
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 5
Part TwoTactics That Work
C H A P T E R 17 Find Your Mission 123
C H A P T E R 18 Un-write Your Life 128
C H A P T E R 19 Be a Tiger 136
C H A P T E R 20 Go Helium 145
C H A P T E R 21 Create a Fan Club 154
C H A P T E R 22 Shock and Awe 164
C H A P T E R 23 Embrace Mistakes
They Are How You Learn What Not to Do 170
C H A P T E R 24 One Life 177
C H A P T E R 25 About and Out 180
C H A P T E R 26 Shout About It 190
C O N C L U S I O N Making Our Place in History 197
A C K N O W L E D G M E N T S 201
I N D E X 203
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 6
Introduction
Italy August 2009
A room service waiter walked into my room He brought mea big bowl of navel oranges as I requested A few hours laterhe came back with another bowl of oranges which I had alsorequested He asked why I ate so many oranges so I told himhow I lost 256 pounds and changed things about myself as aperson that were making me unhappy Every day he broughtme my bowl of oranges on multiple occasions Then one dayhe told me that he had started eating oranges himself He wasalready thin and didnrsquot look like he needed to lose weight soI asked him why he started eating oranges He said ldquoEvery-one can use some change for the better in life So since orangeswork for you and make you happy I thought I would trythem toordquo By the time my stay at that hotel was over thewaiter said he was feeling ldquobuonissimordquo
13
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 13
Broadway Books
c h a p t e r 1
Start Your Own Orange Revolution
it all started with oranges Many orangesIf I were to reach out right now to shake your hand you
would probably be surprised to see the color of my handsPeople always stare at the deep orange glow my hands giveoff Itrsquos a loud warm orange not a color that anyone expectsto see on someonersquos hands But since I look fit and trim andhealthy people usually just wonder ask nicely or shrug it offFact is my hands are orange- colored because for years I havebeen peeling and eating as many as fifty oranges a day
I canrsquot pinpoint the moment I went orange and set abouttransforming myself and changing my life As much as I talkabout oranges as if they were part of a careful plan the truthis that I started eating a lot of oranges mostly because I likedthe way they tasted they were available anywhere in theworld and I liked the way peeling and eating an orange kept
15
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 15
Broadway Books
me focused The oranges became a ritual as much as a healthysnack They became almost a touchstone for change I knewI was 100 percent serious about transforming myself and eat-ing many many oranges from all over the worldmdashin seasonout of season organic or conventionalmdashhelped me keep ontrack
Wherever I go I strike up conversations about all the oranges I carry around with me I also get some of the mostcurious looks In a business meeting walking around travel-ing driving in the car or watching TV I always have orangeswith me I carry them in a small wicker basket or paper bagwhich never fails to elicit the question ldquoWhatrsquos in thererdquo Theyget everyone talking and are a great way to open up a con-versation Oranges have become my symbol for change Nowwhen people I know visit me they bring me oranges For mybirthday holidays thank- yous greetings and all other kindsof reasons friends send me bags and boxes of oranges On theroad in various far- off cities while other travelers find them-selves welcomed in their hotel rooms with bottles of wine orchampagne or baskets full of crackers and chocolate- coveredstrawberries I am welcomed by a big beautiful bowl of oranges
When I plan my travel to cities where I need to go I thinkabout the great places I have discovered where I can load upon the best orangesmdashWhole Foods in LA Sembikiya inTokyo Fauchon in Paris Peck in Milan Harrods Food Courtin London and Chelsea Market in New York On long inter-national flights I bring as many as fifty oranges Usually I
s h i f t
16
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 16
Broadway Books
canrsquot eat all of them so at the end I offer some to the flight at-tendants who seem to love them When I show up to see myfriend Frank Gehry the architect at his office in LA his staffannounces me as ldquoOrange Manrdquo
Irsquom constantly peeling oranges But truth be told the or-anges peeled me as well Thatrsquos what theyrsquove done for a longtime They peeled away layers within me They convinced methat I could change That I didnrsquot have to remain the way Iwasmdasha 400- plus- pound man in what should have been a 150- pound body Of course Irsquom not forgetting the physicality ofthe orangesmdashthe vitamins they contain their sweetness andtheir acidity But they are far more than food to me Orangeshave become a talisman a touchstone They delivered mefrom my previous life from the hope and disappointment thataccompanied my earlier efforts to lose weight They helped togive me back my 150- pound body
As a result Irsquove never gotten tired of the taste of orangesTo me orange is the flavor of freedom It is the taste of beingon the right track Oranges are a tangible manifestation of thepower of change of my ability to overturn my old habits andof my approach to life I needed that tangible physical mani-festation of change And so I would argue does anyone whowants to effect profound change in his or her life
But this is not a diet bookThis is a book about human transformation It is based
on business strategies and tactics that mainstream brandsapply to stay relevant with consumers It takes those strate-gies puts them in a personal context and shows you how to
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
17
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 17
Broadway Books
brand yourself to be the best you can be It shows how youcan achieve Shiftmdasha slight move in your attitude in yourthinking in your behavior or your life
As cosmetic surgery can reshape your physical featuresthe idea of Shift can reshape and enhance your image andidentity and beliefs to help you brand yourself a better per-son It can help you manage and take control of how you areperceived by the world around you Consumer brands do thiseveryday through their advertising Web sites products andpackaging and through the people places and events theyassociate with You can achieve your own results by learningto apply brand- building strategies and tactics to yourselfmdashto your actions habits behaviors associations and stylemdashtoachieve the personal betterment and change you desire
I am talking here not about just any kind of change butabout change that can make a lasting difference in your careerand in your life Think of shifting from one gear from oneway of being to another You canrsquot flip- flop from program toprogram from one resolution to another True change springsfrom an idea whose time has come It is powered by dissatis-faction with the way things are
In other words Shift is a change that lets you see yourselfin a new light Applying Shift to your life and career requiresknowing what to keep what to shed and what to completelytransform Shift occurs when you assign ideas and values newpriority It will affect how you see others and how others seeyou
Irsquove eaten oranges ever since my boyhood in Brooklyn Butwhen I decided to Shift my life once and for all I started eat-
s h i f t
18
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 18
Broadway Books
ing a lot more oranges I started looking to oranges to trans-form my life Do you want to transform your life Be moresuccessful Make more money Lose weight Change your ca-reer or purpose Then look for your own ldquoorangesrdquo Findsomething you can touch something you can feel Somethingyou can stare at for a thoughtful moment when you need toreconnect with your sense of purpose and your sense of mis-sionmdashwith your sense of wanting to Shift
The ldquoorangerdquo can be anything you want it to be For mydaughter it was a new tattoomdasha symbol of spiritual power toher Looking at it centers her My sister- in- law had a toughfight against breast cancer The orange in her life was a pieceof quartz dangling from a bracelet she wears every day Some-times even without thinking about it she reaches down andtouches the familiar rough quartz against her fingertips Andthat touchingmdashthat physical contactmdashhas a calming effectItrsquos all about finding what works for you Itrsquos all about havinga vision of Shift and sticking with that vision That is what Idid when I finally decided to change my lifemdashthe way Irsquovechanged scores of brands and products and companies in myprofessional careermdashand lose hundreds of pounds and givemyself a completely different look
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
19
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 19
Broadway Books
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
Part TwoTactics That Work
C H A P T E R 17 Find Your Mission 123
C H A P T E R 18 Un-write Your Life 128
C H A P T E R 19 Be a Tiger 136
C H A P T E R 20 Go Helium 145
C H A P T E R 21 Create a Fan Club 154
C H A P T E R 22 Shock and Awe 164
C H A P T E R 23 Embrace Mistakes
They Are How You Learn What Not to Do 170
C H A P T E R 24 One Life 177
C H A P T E R 25 About and Out 180
C H A P T E R 26 Shout About It 190
C O N C L U S I O N Making Our Place in History 197
A C K N O W L E D G M E N T S 201
I N D E X 203
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 6
Introduction
Italy August 2009
A room service waiter walked into my room He brought mea big bowl of navel oranges as I requested A few hours laterhe came back with another bowl of oranges which I had alsorequested He asked why I ate so many oranges so I told himhow I lost 256 pounds and changed things about myself as aperson that were making me unhappy Every day he broughtme my bowl of oranges on multiple occasions Then one dayhe told me that he had started eating oranges himself He wasalready thin and didnrsquot look like he needed to lose weight soI asked him why he started eating oranges He said ldquoEvery-one can use some change for the better in life So since orangeswork for you and make you happy I thought I would trythem toordquo By the time my stay at that hotel was over thewaiter said he was feeling ldquobuonissimordquo
13
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 13
Broadway Books
c h a p t e r 1
Start Your Own Orange Revolution
it all started with oranges Many orangesIf I were to reach out right now to shake your hand you
would probably be surprised to see the color of my handsPeople always stare at the deep orange glow my hands giveoff Itrsquos a loud warm orange not a color that anyone expectsto see on someonersquos hands But since I look fit and trim andhealthy people usually just wonder ask nicely or shrug it offFact is my hands are orange- colored because for years I havebeen peeling and eating as many as fifty oranges a day
I canrsquot pinpoint the moment I went orange and set abouttransforming myself and changing my life As much as I talkabout oranges as if they were part of a careful plan the truthis that I started eating a lot of oranges mostly because I likedthe way they tasted they were available anywhere in theworld and I liked the way peeling and eating an orange kept
15
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 15
Broadway Books
me focused The oranges became a ritual as much as a healthysnack They became almost a touchstone for change I knewI was 100 percent serious about transforming myself and eat-ing many many oranges from all over the worldmdashin seasonout of season organic or conventionalmdashhelped me keep ontrack
Wherever I go I strike up conversations about all the oranges I carry around with me I also get some of the mostcurious looks In a business meeting walking around travel-ing driving in the car or watching TV I always have orangeswith me I carry them in a small wicker basket or paper bagwhich never fails to elicit the question ldquoWhatrsquos in thererdquo Theyget everyone talking and are a great way to open up a con-versation Oranges have become my symbol for change Nowwhen people I know visit me they bring me oranges For mybirthday holidays thank- yous greetings and all other kindsof reasons friends send me bags and boxes of oranges On theroad in various far- off cities while other travelers find them-selves welcomed in their hotel rooms with bottles of wine orchampagne or baskets full of crackers and chocolate- coveredstrawberries I am welcomed by a big beautiful bowl of oranges
When I plan my travel to cities where I need to go I thinkabout the great places I have discovered where I can load upon the best orangesmdashWhole Foods in LA Sembikiya inTokyo Fauchon in Paris Peck in Milan Harrods Food Courtin London and Chelsea Market in New York On long inter-national flights I bring as many as fifty oranges Usually I
s h i f t
16
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 16
Broadway Books
canrsquot eat all of them so at the end I offer some to the flight at-tendants who seem to love them When I show up to see myfriend Frank Gehry the architect at his office in LA his staffannounces me as ldquoOrange Manrdquo
Irsquom constantly peeling oranges But truth be told the or-anges peeled me as well Thatrsquos what theyrsquove done for a longtime They peeled away layers within me They convinced methat I could change That I didnrsquot have to remain the way Iwasmdasha 400- plus- pound man in what should have been a 150- pound body Of course Irsquom not forgetting the physicality ofthe orangesmdashthe vitamins they contain their sweetness andtheir acidity But they are far more than food to me Orangeshave become a talisman a touchstone They delivered mefrom my previous life from the hope and disappointment thataccompanied my earlier efforts to lose weight They helped togive me back my 150- pound body
As a result Irsquove never gotten tired of the taste of orangesTo me orange is the flavor of freedom It is the taste of beingon the right track Oranges are a tangible manifestation of thepower of change of my ability to overturn my old habits andof my approach to life I needed that tangible physical mani-festation of change And so I would argue does anyone whowants to effect profound change in his or her life
But this is not a diet bookThis is a book about human transformation It is based
on business strategies and tactics that mainstream brandsapply to stay relevant with consumers It takes those strate-gies puts them in a personal context and shows you how to
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
17
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 17
Broadway Books
brand yourself to be the best you can be It shows how youcan achieve Shiftmdasha slight move in your attitude in yourthinking in your behavior or your life
As cosmetic surgery can reshape your physical featuresthe idea of Shift can reshape and enhance your image andidentity and beliefs to help you brand yourself a better per-son It can help you manage and take control of how you areperceived by the world around you Consumer brands do thiseveryday through their advertising Web sites products andpackaging and through the people places and events theyassociate with You can achieve your own results by learningto apply brand- building strategies and tactics to yourselfmdashto your actions habits behaviors associations and stylemdashtoachieve the personal betterment and change you desire
I am talking here not about just any kind of change butabout change that can make a lasting difference in your careerand in your life Think of shifting from one gear from oneway of being to another You canrsquot flip- flop from program toprogram from one resolution to another True change springsfrom an idea whose time has come It is powered by dissatis-faction with the way things are
In other words Shift is a change that lets you see yourselfin a new light Applying Shift to your life and career requiresknowing what to keep what to shed and what to completelytransform Shift occurs when you assign ideas and values newpriority It will affect how you see others and how others seeyou
Irsquove eaten oranges ever since my boyhood in Brooklyn Butwhen I decided to Shift my life once and for all I started eat-
s h i f t
18
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 18
Broadway Books
ing a lot more oranges I started looking to oranges to trans-form my life Do you want to transform your life Be moresuccessful Make more money Lose weight Change your ca-reer or purpose Then look for your own ldquoorangesrdquo Findsomething you can touch something you can feel Somethingyou can stare at for a thoughtful moment when you need toreconnect with your sense of purpose and your sense of mis-sionmdashwith your sense of wanting to Shift
The ldquoorangerdquo can be anything you want it to be For mydaughter it was a new tattoomdasha symbol of spiritual power toher Looking at it centers her My sister- in- law had a toughfight against breast cancer The orange in her life was a pieceof quartz dangling from a bracelet she wears every day Some-times even without thinking about it she reaches down andtouches the familiar rough quartz against her fingertips Andthat touchingmdashthat physical contactmdashhas a calming effectItrsquos all about finding what works for you Itrsquos all about havinga vision of Shift and sticking with that vision That is what Idid when I finally decided to change my lifemdashthe way Irsquovechanged scores of brands and products and companies in myprofessional careermdashand lose hundreds of pounds and givemyself a completely different look
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
19
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 19
Broadway Books
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
Introduction
Italy August 2009
A room service waiter walked into my room He brought mea big bowl of navel oranges as I requested A few hours laterhe came back with another bowl of oranges which I had alsorequested He asked why I ate so many oranges so I told himhow I lost 256 pounds and changed things about myself as aperson that were making me unhappy Every day he broughtme my bowl of oranges on multiple occasions Then one dayhe told me that he had started eating oranges himself He wasalready thin and didnrsquot look like he needed to lose weight soI asked him why he started eating oranges He said ldquoEvery-one can use some change for the better in life So since orangeswork for you and make you happy I thought I would trythem toordquo By the time my stay at that hotel was over thewaiter said he was feeling ldquobuonissimordquo
13
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 13
Broadway Books
c h a p t e r 1
Start Your Own Orange Revolution
it all started with oranges Many orangesIf I were to reach out right now to shake your hand you
would probably be surprised to see the color of my handsPeople always stare at the deep orange glow my hands giveoff Itrsquos a loud warm orange not a color that anyone expectsto see on someonersquos hands But since I look fit and trim andhealthy people usually just wonder ask nicely or shrug it offFact is my hands are orange- colored because for years I havebeen peeling and eating as many as fifty oranges a day
I canrsquot pinpoint the moment I went orange and set abouttransforming myself and changing my life As much as I talkabout oranges as if they were part of a careful plan the truthis that I started eating a lot of oranges mostly because I likedthe way they tasted they were available anywhere in theworld and I liked the way peeling and eating an orange kept
15
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 15
Broadway Books
me focused The oranges became a ritual as much as a healthysnack They became almost a touchstone for change I knewI was 100 percent serious about transforming myself and eat-ing many many oranges from all over the worldmdashin seasonout of season organic or conventionalmdashhelped me keep ontrack
Wherever I go I strike up conversations about all the oranges I carry around with me I also get some of the mostcurious looks In a business meeting walking around travel-ing driving in the car or watching TV I always have orangeswith me I carry them in a small wicker basket or paper bagwhich never fails to elicit the question ldquoWhatrsquos in thererdquo Theyget everyone talking and are a great way to open up a con-versation Oranges have become my symbol for change Nowwhen people I know visit me they bring me oranges For mybirthday holidays thank- yous greetings and all other kindsof reasons friends send me bags and boxes of oranges On theroad in various far- off cities while other travelers find them-selves welcomed in their hotel rooms with bottles of wine orchampagne or baskets full of crackers and chocolate- coveredstrawberries I am welcomed by a big beautiful bowl of oranges
When I plan my travel to cities where I need to go I thinkabout the great places I have discovered where I can load upon the best orangesmdashWhole Foods in LA Sembikiya inTokyo Fauchon in Paris Peck in Milan Harrods Food Courtin London and Chelsea Market in New York On long inter-national flights I bring as many as fifty oranges Usually I
s h i f t
16
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 16
Broadway Books
canrsquot eat all of them so at the end I offer some to the flight at-tendants who seem to love them When I show up to see myfriend Frank Gehry the architect at his office in LA his staffannounces me as ldquoOrange Manrdquo
Irsquom constantly peeling oranges But truth be told the or-anges peeled me as well Thatrsquos what theyrsquove done for a longtime They peeled away layers within me They convinced methat I could change That I didnrsquot have to remain the way Iwasmdasha 400- plus- pound man in what should have been a 150- pound body Of course Irsquom not forgetting the physicality ofthe orangesmdashthe vitamins they contain their sweetness andtheir acidity But they are far more than food to me Orangeshave become a talisman a touchstone They delivered mefrom my previous life from the hope and disappointment thataccompanied my earlier efforts to lose weight They helped togive me back my 150- pound body
As a result Irsquove never gotten tired of the taste of orangesTo me orange is the flavor of freedom It is the taste of beingon the right track Oranges are a tangible manifestation of thepower of change of my ability to overturn my old habits andof my approach to life I needed that tangible physical mani-festation of change And so I would argue does anyone whowants to effect profound change in his or her life
But this is not a diet bookThis is a book about human transformation It is based
on business strategies and tactics that mainstream brandsapply to stay relevant with consumers It takes those strate-gies puts them in a personal context and shows you how to
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
17
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 17
Broadway Books
brand yourself to be the best you can be It shows how youcan achieve Shiftmdasha slight move in your attitude in yourthinking in your behavior or your life
As cosmetic surgery can reshape your physical featuresthe idea of Shift can reshape and enhance your image andidentity and beliefs to help you brand yourself a better per-son It can help you manage and take control of how you areperceived by the world around you Consumer brands do thiseveryday through their advertising Web sites products andpackaging and through the people places and events theyassociate with You can achieve your own results by learningto apply brand- building strategies and tactics to yourselfmdashto your actions habits behaviors associations and stylemdashtoachieve the personal betterment and change you desire
I am talking here not about just any kind of change butabout change that can make a lasting difference in your careerand in your life Think of shifting from one gear from oneway of being to another You canrsquot flip- flop from program toprogram from one resolution to another True change springsfrom an idea whose time has come It is powered by dissatis-faction with the way things are
In other words Shift is a change that lets you see yourselfin a new light Applying Shift to your life and career requiresknowing what to keep what to shed and what to completelytransform Shift occurs when you assign ideas and values newpriority It will affect how you see others and how others seeyou
Irsquove eaten oranges ever since my boyhood in Brooklyn Butwhen I decided to Shift my life once and for all I started eat-
s h i f t
18
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 18
Broadway Books
ing a lot more oranges I started looking to oranges to trans-form my life Do you want to transform your life Be moresuccessful Make more money Lose weight Change your ca-reer or purpose Then look for your own ldquoorangesrdquo Findsomething you can touch something you can feel Somethingyou can stare at for a thoughtful moment when you need toreconnect with your sense of purpose and your sense of mis-sionmdashwith your sense of wanting to Shift
The ldquoorangerdquo can be anything you want it to be For mydaughter it was a new tattoomdasha symbol of spiritual power toher Looking at it centers her My sister- in- law had a toughfight against breast cancer The orange in her life was a pieceof quartz dangling from a bracelet she wears every day Some-times even without thinking about it she reaches down andtouches the familiar rough quartz against her fingertips Andthat touchingmdashthat physical contactmdashhas a calming effectItrsquos all about finding what works for you Itrsquos all about havinga vision of Shift and sticking with that vision That is what Idid when I finally decided to change my lifemdashthe way Irsquovechanged scores of brands and products and companies in myprofessional careermdashand lose hundreds of pounds and givemyself a completely different look
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
19
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 19
Broadway Books
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
c h a p t e r 1
Start Your Own Orange Revolution
it all started with oranges Many orangesIf I were to reach out right now to shake your hand you
would probably be surprised to see the color of my handsPeople always stare at the deep orange glow my hands giveoff Itrsquos a loud warm orange not a color that anyone expectsto see on someonersquos hands But since I look fit and trim andhealthy people usually just wonder ask nicely or shrug it offFact is my hands are orange- colored because for years I havebeen peeling and eating as many as fifty oranges a day
I canrsquot pinpoint the moment I went orange and set abouttransforming myself and changing my life As much as I talkabout oranges as if they were part of a careful plan the truthis that I started eating a lot of oranges mostly because I likedthe way they tasted they were available anywhere in theworld and I liked the way peeling and eating an orange kept
15
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 15
Broadway Books
me focused The oranges became a ritual as much as a healthysnack They became almost a touchstone for change I knewI was 100 percent serious about transforming myself and eat-ing many many oranges from all over the worldmdashin seasonout of season organic or conventionalmdashhelped me keep ontrack
Wherever I go I strike up conversations about all the oranges I carry around with me I also get some of the mostcurious looks In a business meeting walking around travel-ing driving in the car or watching TV I always have orangeswith me I carry them in a small wicker basket or paper bagwhich never fails to elicit the question ldquoWhatrsquos in thererdquo Theyget everyone talking and are a great way to open up a con-versation Oranges have become my symbol for change Nowwhen people I know visit me they bring me oranges For mybirthday holidays thank- yous greetings and all other kindsof reasons friends send me bags and boxes of oranges On theroad in various far- off cities while other travelers find them-selves welcomed in their hotel rooms with bottles of wine orchampagne or baskets full of crackers and chocolate- coveredstrawberries I am welcomed by a big beautiful bowl of oranges
When I plan my travel to cities where I need to go I thinkabout the great places I have discovered where I can load upon the best orangesmdashWhole Foods in LA Sembikiya inTokyo Fauchon in Paris Peck in Milan Harrods Food Courtin London and Chelsea Market in New York On long inter-national flights I bring as many as fifty oranges Usually I
s h i f t
16
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 16
Broadway Books
canrsquot eat all of them so at the end I offer some to the flight at-tendants who seem to love them When I show up to see myfriend Frank Gehry the architect at his office in LA his staffannounces me as ldquoOrange Manrdquo
Irsquom constantly peeling oranges But truth be told the or-anges peeled me as well Thatrsquos what theyrsquove done for a longtime They peeled away layers within me They convinced methat I could change That I didnrsquot have to remain the way Iwasmdasha 400- plus- pound man in what should have been a 150- pound body Of course Irsquom not forgetting the physicality ofthe orangesmdashthe vitamins they contain their sweetness andtheir acidity But they are far more than food to me Orangeshave become a talisman a touchstone They delivered mefrom my previous life from the hope and disappointment thataccompanied my earlier efforts to lose weight They helped togive me back my 150- pound body
As a result Irsquove never gotten tired of the taste of orangesTo me orange is the flavor of freedom It is the taste of beingon the right track Oranges are a tangible manifestation of thepower of change of my ability to overturn my old habits andof my approach to life I needed that tangible physical mani-festation of change And so I would argue does anyone whowants to effect profound change in his or her life
But this is not a diet bookThis is a book about human transformation It is based
on business strategies and tactics that mainstream brandsapply to stay relevant with consumers It takes those strate-gies puts them in a personal context and shows you how to
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
17
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 17
Broadway Books
brand yourself to be the best you can be It shows how youcan achieve Shiftmdasha slight move in your attitude in yourthinking in your behavior or your life
As cosmetic surgery can reshape your physical featuresthe idea of Shift can reshape and enhance your image andidentity and beliefs to help you brand yourself a better per-son It can help you manage and take control of how you areperceived by the world around you Consumer brands do thiseveryday through their advertising Web sites products andpackaging and through the people places and events theyassociate with You can achieve your own results by learningto apply brand- building strategies and tactics to yourselfmdashto your actions habits behaviors associations and stylemdashtoachieve the personal betterment and change you desire
I am talking here not about just any kind of change butabout change that can make a lasting difference in your careerand in your life Think of shifting from one gear from oneway of being to another You canrsquot flip- flop from program toprogram from one resolution to another True change springsfrom an idea whose time has come It is powered by dissatis-faction with the way things are
In other words Shift is a change that lets you see yourselfin a new light Applying Shift to your life and career requiresknowing what to keep what to shed and what to completelytransform Shift occurs when you assign ideas and values newpriority It will affect how you see others and how others seeyou
Irsquove eaten oranges ever since my boyhood in Brooklyn Butwhen I decided to Shift my life once and for all I started eat-
s h i f t
18
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 18
Broadway Books
ing a lot more oranges I started looking to oranges to trans-form my life Do you want to transform your life Be moresuccessful Make more money Lose weight Change your ca-reer or purpose Then look for your own ldquoorangesrdquo Findsomething you can touch something you can feel Somethingyou can stare at for a thoughtful moment when you need toreconnect with your sense of purpose and your sense of mis-sionmdashwith your sense of wanting to Shift
The ldquoorangerdquo can be anything you want it to be For mydaughter it was a new tattoomdasha symbol of spiritual power toher Looking at it centers her My sister- in- law had a toughfight against breast cancer The orange in her life was a pieceof quartz dangling from a bracelet she wears every day Some-times even without thinking about it she reaches down andtouches the familiar rough quartz against her fingertips Andthat touchingmdashthat physical contactmdashhas a calming effectItrsquos all about finding what works for you Itrsquos all about havinga vision of Shift and sticking with that vision That is what Idid when I finally decided to change my lifemdashthe way Irsquovechanged scores of brands and products and companies in myprofessional careermdashand lose hundreds of pounds and givemyself a completely different look
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
19
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 19
Broadway Books
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
me focused The oranges became a ritual as much as a healthysnack They became almost a touchstone for change I knewI was 100 percent serious about transforming myself and eat-ing many many oranges from all over the worldmdashin seasonout of season organic or conventionalmdashhelped me keep ontrack
Wherever I go I strike up conversations about all the oranges I carry around with me I also get some of the mostcurious looks In a business meeting walking around travel-ing driving in the car or watching TV I always have orangeswith me I carry them in a small wicker basket or paper bagwhich never fails to elicit the question ldquoWhatrsquos in thererdquo Theyget everyone talking and are a great way to open up a con-versation Oranges have become my symbol for change Nowwhen people I know visit me they bring me oranges For mybirthday holidays thank- yous greetings and all other kindsof reasons friends send me bags and boxes of oranges On theroad in various far- off cities while other travelers find them-selves welcomed in their hotel rooms with bottles of wine orchampagne or baskets full of crackers and chocolate- coveredstrawberries I am welcomed by a big beautiful bowl of oranges
When I plan my travel to cities where I need to go I thinkabout the great places I have discovered where I can load upon the best orangesmdashWhole Foods in LA Sembikiya inTokyo Fauchon in Paris Peck in Milan Harrods Food Courtin London and Chelsea Market in New York On long inter-national flights I bring as many as fifty oranges Usually I
s h i f t
16
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 16
Broadway Books
canrsquot eat all of them so at the end I offer some to the flight at-tendants who seem to love them When I show up to see myfriend Frank Gehry the architect at his office in LA his staffannounces me as ldquoOrange Manrdquo
Irsquom constantly peeling oranges But truth be told the or-anges peeled me as well Thatrsquos what theyrsquove done for a longtime They peeled away layers within me They convinced methat I could change That I didnrsquot have to remain the way Iwasmdasha 400- plus- pound man in what should have been a 150- pound body Of course Irsquom not forgetting the physicality ofthe orangesmdashthe vitamins they contain their sweetness andtheir acidity But they are far more than food to me Orangeshave become a talisman a touchstone They delivered mefrom my previous life from the hope and disappointment thataccompanied my earlier efforts to lose weight They helped togive me back my 150- pound body
As a result Irsquove never gotten tired of the taste of orangesTo me orange is the flavor of freedom It is the taste of beingon the right track Oranges are a tangible manifestation of thepower of change of my ability to overturn my old habits andof my approach to life I needed that tangible physical mani-festation of change And so I would argue does anyone whowants to effect profound change in his or her life
But this is not a diet bookThis is a book about human transformation It is based
on business strategies and tactics that mainstream brandsapply to stay relevant with consumers It takes those strate-gies puts them in a personal context and shows you how to
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
17
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 17
Broadway Books
brand yourself to be the best you can be It shows how youcan achieve Shiftmdasha slight move in your attitude in yourthinking in your behavior or your life
As cosmetic surgery can reshape your physical featuresthe idea of Shift can reshape and enhance your image andidentity and beliefs to help you brand yourself a better per-son It can help you manage and take control of how you areperceived by the world around you Consumer brands do thiseveryday through their advertising Web sites products andpackaging and through the people places and events theyassociate with You can achieve your own results by learningto apply brand- building strategies and tactics to yourselfmdashto your actions habits behaviors associations and stylemdashtoachieve the personal betterment and change you desire
I am talking here not about just any kind of change butabout change that can make a lasting difference in your careerand in your life Think of shifting from one gear from oneway of being to another You canrsquot flip- flop from program toprogram from one resolution to another True change springsfrom an idea whose time has come It is powered by dissatis-faction with the way things are
In other words Shift is a change that lets you see yourselfin a new light Applying Shift to your life and career requiresknowing what to keep what to shed and what to completelytransform Shift occurs when you assign ideas and values newpriority It will affect how you see others and how others seeyou
Irsquove eaten oranges ever since my boyhood in Brooklyn Butwhen I decided to Shift my life once and for all I started eat-
s h i f t
18
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 18
Broadway Books
ing a lot more oranges I started looking to oranges to trans-form my life Do you want to transform your life Be moresuccessful Make more money Lose weight Change your ca-reer or purpose Then look for your own ldquoorangesrdquo Findsomething you can touch something you can feel Somethingyou can stare at for a thoughtful moment when you need toreconnect with your sense of purpose and your sense of mis-sionmdashwith your sense of wanting to Shift
The ldquoorangerdquo can be anything you want it to be For mydaughter it was a new tattoomdasha symbol of spiritual power toher Looking at it centers her My sister- in- law had a toughfight against breast cancer The orange in her life was a pieceof quartz dangling from a bracelet she wears every day Some-times even without thinking about it she reaches down andtouches the familiar rough quartz against her fingertips Andthat touchingmdashthat physical contactmdashhas a calming effectItrsquos all about finding what works for you Itrsquos all about havinga vision of Shift and sticking with that vision That is what Idid when I finally decided to change my lifemdashthe way Irsquovechanged scores of brands and products and companies in myprofessional careermdashand lose hundreds of pounds and givemyself a completely different look
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
19
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 19
Broadway Books
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
canrsquot eat all of them so at the end I offer some to the flight at-tendants who seem to love them When I show up to see myfriend Frank Gehry the architect at his office in LA his staffannounces me as ldquoOrange Manrdquo
Irsquom constantly peeling oranges But truth be told the or-anges peeled me as well Thatrsquos what theyrsquove done for a longtime They peeled away layers within me They convinced methat I could change That I didnrsquot have to remain the way Iwasmdasha 400- plus- pound man in what should have been a 150- pound body Of course Irsquom not forgetting the physicality ofthe orangesmdashthe vitamins they contain their sweetness andtheir acidity But they are far more than food to me Orangeshave become a talisman a touchstone They delivered mefrom my previous life from the hope and disappointment thataccompanied my earlier efforts to lose weight They helped togive me back my 150- pound body
As a result Irsquove never gotten tired of the taste of orangesTo me orange is the flavor of freedom It is the taste of beingon the right track Oranges are a tangible manifestation of thepower of change of my ability to overturn my old habits andof my approach to life I needed that tangible physical mani-festation of change And so I would argue does anyone whowants to effect profound change in his or her life
But this is not a diet bookThis is a book about human transformation It is based
on business strategies and tactics that mainstream brandsapply to stay relevant with consumers It takes those strate-gies puts them in a personal context and shows you how to
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
17
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 17
Broadway Books
brand yourself to be the best you can be It shows how youcan achieve Shiftmdasha slight move in your attitude in yourthinking in your behavior or your life
As cosmetic surgery can reshape your physical featuresthe idea of Shift can reshape and enhance your image andidentity and beliefs to help you brand yourself a better per-son It can help you manage and take control of how you areperceived by the world around you Consumer brands do thiseveryday through their advertising Web sites products andpackaging and through the people places and events theyassociate with You can achieve your own results by learningto apply brand- building strategies and tactics to yourselfmdashto your actions habits behaviors associations and stylemdashtoachieve the personal betterment and change you desire
I am talking here not about just any kind of change butabout change that can make a lasting difference in your careerand in your life Think of shifting from one gear from oneway of being to another You canrsquot flip- flop from program toprogram from one resolution to another True change springsfrom an idea whose time has come It is powered by dissatis-faction with the way things are
In other words Shift is a change that lets you see yourselfin a new light Applying Shift to your life and career requiresknowing what to keep what to shed and what to completelytransform Shift occurs when you assign ideas and values newpriority It will affect how you see others and how others seeyou
Irsquove eaten oranges ever since my boyhood in Brooklyn Butwhen I decided to Shift my life once and for all I started eat-
s h i f t
18
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 18
Broadway Books
ing a lot more oranges I started looking to oranges to trans-form my life Do you want to transform your life Be moresuccessful Make more money Lose weight Change your ca-reer or purpose Then look for your own ldquoorangesrdquo Findsomething you can touch something you can feel Somethingyou can stare at for a thoughtful moment when you need toreconnect with your sense of purpose and your sense of mis-sionmdashwith your sense of wanting to Shift
The ldquoorangerdquo can be anything you want it to be For mydaughter it was a new tattoomdasha symbol of spiritual power toher Looking at it centers her My sister- in- law had a toughfight against breast cancer The orange in her life was a pieceof quartz dangling from a bracelet she wears every day Some-times even without thinking about it she reaches down andtouches the familiar rough quartz against her fingertips Andthat touchingmdashthat physical contactmdashhas a calming effectItrsquos all about finding what works for you Itrsquos all about havinga vision of Shift and sticking with that vision That is what Idid when I finally decided to change my lifemdashthe way Irsquovechanged scores of brands and products and companies in myprofessional careermdashand lose hundreds of pounds and givemyself a completely different look
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
19
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 19
Broadway Books
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
brand yourself to be the best you can be It shows how youcan achieve Shiftmdasha slight move in your attitude in yourthinking in your behavior or your life
As cosmetic surgery can reshape your physical featuresthe idea of Shift can reshape and enhance your image andidentity and beliefs to help you brand yourself a better per-son It can help you manage and take control of how you areperceived by the world around you Consumer brands do thiseveryday through their advertising Web sites products andpackaging and through the people places and events theyassociate with You can achieve your own results by learningto apply brand- building strategies and tactics to yourselfmdashto your actions habits behaviors associations and stylemdashtoachieve the personal betterment and change you desire
I am talking here not about just any kind of change butabout change that can make a lasting difference in your careerand in your life Think of shifting from one gear from oneway of being to another You canrsquot flip- flop from program toprogram from one resolution to another True change springsfrom an idea whose time has come It is powered by dissatis-faction with the way things are
In other words Shift is a change that lets you see yourselfin a new light Applying Shift to your life and career requiresknowing what to keep what to shed and what to completelytransform Shift occurs when you assign ideas and values newpriority It will affect how you see others and how others seeyou
Irsquove eaten oranges ever since my boyhood in Brooklyn Butwhen I decided to Shift my life once and for all I started eat-
s h i f t
18
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 18
Broadway Books
ing a lot more oranges I started looking to oranges to trans-form my life Do you want to transform your life Be moresuccessful Make more money Lose weight Change your ca-reer or purpose Then look for your own ldquoorangesrdquo Findsomething you can touch something you can feel Somethingyou can stare at for a thoughtful moment when you need toreconnect with your sense of purpose and your sense of mis-sionmdashwith your sense of wanting to Shift
The ldquoorangerdquo can be anything you want it to be For mydaughter it was a new tattoomdasha symbol of spiritual power toher Looking at it centers her My sister- in- law had a toughfight against breast cancer The orange in her life was a pieceof quartz dangling from a bracelet she wears every day Some-times even without thinking about it she reaches down andtouches the familiar rough quartz against her fingertips Andthat touchingmdashthat physical contactmdashhas a calming effectItrsquos all about finding what works for you Itrsquos all about havinga vision of Shift and sticking with that vision That is what Idid when I finally decided to change my lifemdashthe way Irsquovechanged scores of brands and products and companies in myprofessional careermdashand lose hundreds of pounds and givemyself a completely different look
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
19
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 19
Broadway Books
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
ing a lot more oranges I started looking to oranges to trans-form my life Do you want to transform your life Be moresuccessful Make more money Lose weight Change your ca-reer or purpose Then look for your own ldquoorangesrdquo Findsomething you can touch something you can feel Somethingyou can stare at for a thoughtful moment when you need toreconnect with your sense of purpose and your sense of mis-sionmdashwith your sense of wanting to Shift
The ldquoorangerdquo can be anything you want it to be For mydaughter it was a new tattoomdasha symbol of spiritual power toher Looking at it centers her My sister- in- law had a toughfight against breast cancer The orange in her life was a pieceof quartz dangling from a bracelet she wears every day Some-times even without thinking about it she reaches down andtouches the familiar rough quartz against her fingertips Andthat touchingmdashthat physical contactmdashhas a calming effectItrsquos all about finding what works for you Itrsquos all about havinga vision of Shift and sticking with that vision That is what Idid when I finally decided to change my lifemdashthe way Irsquovechanged scores of brands and products and companies in myprofessional careermdashand lose hundreds of pounds and givemyself a completely different look
s t a r t y o u r o w n o r a n g e r e v o l u t i o n
19
Arne_9780385526272_3p_all_r1qxp 4510 837 AM Page 19
Broadway Books
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
About the Authors
peter arnell is the founder and chairman of Arnell a de-sign branding and communications company in New YorkCity He founded this business in 1979 after working in theoffice of the architect Michael Graves He has written editedand designed academic monographs on architects that includeFrank Gehry Aldo Rossi Robert AM Stern and MichaelGraves He collaborated with the artist David Hockney onCameraworks with Paul Goldberger on The Houses of theHamptons and with Robert Venturi and Denise Scott Brownon A View from the Campidoglio His design work has wonmany awards including the 2007 gold medal IDEA fromBusinessWeek for the HomeHero fire extinguisher the CannesGold Lion for best in category for communications and thefirst Council of Fashion Designers of America Award in 1987for excellence in branding and communications He has re-ceived the Harlem Renaissance Award the FIT Alumni StarSalute award and the Ellis Island Medal of Honor He is aboard member of the Special Olympics and an honorary firecommissioner of the Fire Department of the City of NewYork where he also serves as the chief creative officer for firesafety and recruitment communications Arnell was born inBrooklyn New York the grandson of immigrants Nathan and
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 207
Broadway Books
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
Ada Hutt He lives in Westchester County New York withhis family
steve kettmann an author and journalist based in Berlinis a political columnist for the Berliner Zeitung and has re-ported for the New York Times the Los Angeles Times GQParade the New Republic Washington Monthly and manyother publications The author of One Day at Fenway aboutone game between the Yankees and the Red Sox Kettmannhas cowritten the number-one bestsellers Juiced (with JoseCanseco) and What a Party (with Terry McAuliffe)
Arne_9780385526272_3p_all_r1qxp 4510 258 PM Page 208
Broadway Books
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
Copyright copy 2010 by Peter Eric ArnellAll rights reserved
Published in the United States by Broadway Books an imprint of the Crown Publishing Group a division of Random House Inc New Yorkwwwcrownpublishingcom
BROADWAY BOOKS and the Broadway Books colophon are trademarks of Random House Inc
Photographs courtesy of Peter Arnell with the following exceptions photo of Peter Arnell and Bob Nardelli next to Peapod car which is by David Kennerly and the photo of Peter Arnell and Muhammad Ali which is by Jack Ader
Library of Congress Cataloging-in-Publication DataArnell Peter
Shift how to reinvent your business your career and your personal brand Peter Arnell with Steve Kettmann mdash 1st ed
p cm1 Organizational change 2 Change (Psychology) 3 Branding
(Marketing) I Kettmann Steve II Title
HD588A756 20106501mdashdc22
2009048076
ISBN 978-0-385-52627-2
The text of this book was printed using soy- based inks on paper that contains a percentage of recycled material
Printed in the United States of America10 9 8 7 6 5 4 3 2 1
First Edition
Arne_9780385526272_3p_all_r1qxp 4510 214 PM Page 2
Broadway Books
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
fileVolumesschiavi-folderpdf20excerptssocial20publishingonline20retailers20pagebuyonlinehtml[51310 35711 PM]
To purchase a copy ofShift
visit one of these online retailers
