Human-Centered Communication: A Business Case Against Digital Pollution (Hardcover)

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Wall Street Journal Bestseller

DIGITAL POLLUTION IS THE PROBLEM. HUMAN-CENTERED COMMUNICATION IS THE SOLUTION.

We're spending more time than ever in virtual environments. That will only increase, as will the amount of noise we encounter there. The seemingly endless series of unwelcome digital distractions range from frustrating to dangerous. As individuals and businesses, we not only spend time and energy managing this digital pollution, we often create it. At risk are relationships and revenue.

The only viable way forward is to be more thoughtful, intentional, and personal. Human-Centered Communication provides a philosophy and practice to help you connect in more meaningful and effective ways with prospects, customers, team members, and every stakeholder in your success. Learn to:
  • Break through the noise and earn attention
  • Build trust and create engagement
  • Enhance your reputation with both people and algorithms

The concepts and models in this book apply to any form or channel of communication, but human centricity favors video. More visual and emotional than faceless digital communication, video enhances tone, intent, subtlety, nuance, and meaning. Learn to be clearer and more confident on camera in live video calls, meetings, and presentations, as well as in recorded video emails, social messages, and text messages.

The authors of the bestselling Rehumanize Your Business join with eleven industry-leading experts from companies like Salesforce, HubSpot, and RE/MAX to lead the growing conversation on leveraging human strengths in an increasingly digital world. The brightest future is tech-enabled, but authors Ethan Beute and Stephen Pacinelli show that it's also human-centered.

The experts studied, interviewed, and featured:
  • Jacco van der Kooij, Founder of Winning by Design
  • Dan Hill, PhD, President of Sensory Logic
  • Mathew Sweezey, Director of Market Strategy at Salesforce
  • Julie Hansen, Creator of the Selling on Video Master Class
  • Adam Contos, CEO of RE/MAX
  • Lauren Bailey, Founder and President of Factor 8 and #GirlsClub
  • Mario Martinez Jr, Founder and CEO of Vengreso
  • Viveka von Rosen, Cofounder and Chief Visibility Officer at Vengreso
  • Shep Hyken, Customer Service and Customer Experience Expert
  • Morgan J Ingram, Director of Sales Execution at JB Sales Training
  • Dan Tyre, sales executive and founding team member at HubSpot


Among the themes addressed:

  • Trust and relationships
  • Communication and connection
  • Service and value
  • Text and video
  • Noise and pollution


Among the types of videos in which you'll become more confident and effective:

  • Live, synchronous video meetings
  • Recorded, asynchronous video messages
  • Video calls and video presentations
  • Video in emails and text messages
  • Video in social feeds and social messages
  • Video for specific individuals and large groups
  • Video for known audiences and anonymous masses
  • Video for prospects, customers, employees, and other stakeholders


For immediate benefits and for long-term reputation, now is the time to get ahead of and stay ahead of ever-increasing digital noise and pollution - with Human-Centered Communication.

About the Author


Ethan Beute Chief Evangelist at BombBomb, coauthor of Rehumanize Your Business, and host of The Customer Experience Podcast, Ethan Beute has spent the past decade helping business professionals be more personal and human through simple video messages. He's sent more than 12,000 videos himself. Prior to joining BombBomb, he spent a dozen years leading marketing teams inside local television stations in Chicago, Grand Rapids, and Colorado Springs. He holds undergraduate and graduate degrees from the University of Michigan and the University of Colorado-Colorado Springs in communication, psychology, and marketing. He lives in Colorado Springs with his wife and son. Stephen Pacinelli A passionate storyteller by nature who measures his success by helping people reach their potential, Steve Pacinelli is Chief Marketing Officer at BombBomb and coauthor of Rehumanize Your Business. Prior to joining BombBomb, he was a customer and advocate of personal video for its benefits to his sales teams as Sales Manager, Vice President of Events, and National Speaker for Realtor.com. Steve's presented to more than 1,000 audiences on topics like online marketing, video communication, consumer psychology, and lead conversion. He resides in Downingtown, PA with his wife, twin boys, and daughter.


Product Details
ISBN: 9781639080007
ISBN-10: 1639080007
Publisher: Fast Company Press
Publication Date: October 12th, 2021
Pages: 272
Language: English