The author has narrated his vivacious experiences in 28 stories. The point of differentiation here is the SPONGE framework which is explained in the very first chapter which helps you to absorb the stories just like a sponge! Here the word “SPONGE” stands for:
S – Super Active Listening
P – Prove and Question
O – Observe and Note
N – New Behavior to Emulate
G – Getting to a goal
E – Expand, Enlarge, Share
Keeping this framework in mind while reading the book helps one to absorb the stories and decode the behavior!
Veteran adman and author AMBI PARAMESWARAN has relied on one process of learning above all others: powerful conversations with clients and customers. A challenging customer, in his view, goes from being someone who poses an obstacle to quality work to someone with eye-opening ideas and concepts. Approached as an exercise in listening and learning, these conversations can become long-term lessons.
Ambi has worked with some of the most respected brands and names in the Indian corporate world, and each of those assignments were for him masterclasses in leadership development. In this book, Ambi recounts conversations with some of the most iconic business leaders, such as Ratan Tata, Azim Premji, S. Ramadorai, Karsanbhai Patel, M. Damodaran, Dr V. Kurien and many others. He soaked up these conversations, in his own words, ‘like a sponge’.
This book is an attempt to walk us through some of those dialogues – both the illuminating and the difficult aspects of them – to help us understand how they were learning sessions. For anyone looking at turbocharging their business and career, the ‘Sponge Process’ that emphasises listening is a radical new way of engaging with clients and customers.
