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Book Review: The Long View by Brian Fetherstonhaugh

Introduction of The Long View by Brian Fetherstonhaugh

The Chairman & CEO of OgilvyOne Worldwide and career advisor extraordinaire, Brian Fetherstonhaugh, outlines the three stages of long, successful work life and offers guidance to plan ahead and get the most out of each phase.

The world of careers is vastly different than it was just five years ago―more choices, more competition, and relentless change in how we define work-life. It can be difficult to understand our options and plan for a prosperous future.

Where can you go for answers? Colleges may teach us academic and technical skills, and there are places to look for tips on how to write a resume or prep for a job interview. But is it enough?

Brian Fetherstonhaugh, CEO of OgilvyOne Worldwide, understands this dilemma and how to navigate it. He believes we need more than tactics―we need robust, road-tested strategies that combine old-school wisdom with new-school context so that we can flourish in the new professional reality. In The Long View, Fetherstonhaugh shows us the three distinct but interconnected stages of a career, and how we build fuel at every step along the way to create long-term success. The Long View teaches us new ways of finding jobs, new methods to build careers that last, and a new definition of “work” that embraces life satisfaction and happiness.

The Long View offers highly practical exercises that challenge you to rethink how to assess your skills, invest your time and expand your personal network, and provides a framework for facing tough job decisions. With insights drawn from interviews with a variety of professionals―who share both success stories and cautionary tales―The Long View will help you establish your own path for overcoming obstacles and making the best choices for a long, accomplished, and rewarding career.

"THE LONG VIEW is one of the most practical and comprehensive guides to a meaningful career that I have read. Whether you are just starting your search for a job or trying to get a career back on track, start by reading The Long View." ―Tom Rath, best-selling author of ARE YOU FULLY CHARGED?, EAT, MOVE, SLEEP, and strengths finder 2.0

"THE LONG VIEW is the career guide you've been looking for―forward-thinking advice from a seasoned business leader. Brian Fetherstonhaugh offers practical exercises, useful advice―and deep insights into what a meaningful career looks and feels like.”―Susan Cain, co-founder of Quiet Revolution and New York Times bestselling author of QUIET: The Power of Introverts in a World That Can't Stop Talking.

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About the author of The Long View

Brian has led OgilvyOne Worldwide to the forefront of the digital revolution. His far-ranging passions include eCommerce, social CRM, long-range career planning, and how corporate cultures need to evolve in the digital world. Brian was born and raised in Montreal, Canada. He plays hockey on Sunday nights and plays guitar and harmonica in a rock band, aptly named Plan B. 


Excerpts from the original text

5 things to know to build a career:

  1. The duration of the career is surprisingly long, including three different stages. They are a strong start, focusing on the longboard and sustained influence.
  2. Workplace fuel is very important because the basis of a career determines the outcome. There are three main sources of fuel: transferable skills, meaningful experience, and lasting relationships.
  3. A career needs to be constructed by a clever investment in time.
  4. The career does not develop in a linear or predictable way.
  5. A career is far more than just a job, but a large part of life.
---Quoted from PART1 Visionary Thinking and Toolbox

For the third point, I feel the deepest feeling. We should build our own longboard and level through time investment. Then reach the position where our career needs us. Therefore, time is our most valuable resource. Make good use of time to achieve everything we need.

But like the way few people walk while making good use of time, we also need to maintain a balance in our bodies and family. Career development cannot be achieved by over-drafting the body and family. That would do more harm than good. Therefore, the key is not only investment but also trade-offs.

Furthermore, we must accept the changes that may occur in our careers. Your career can't be smooth sailing. A career that will not develop linearly, what can we do to ensure that we can do better. This time may be the transferable skills, meaningful experience, and lasting relationship he mentioned above to deal with.


Book Summary: 'The Long View' by Brian Fetherstonhaugh

The book publishes in 2016 and the author is Brian Fetherstonhaugh. After reading, I have the following insights: 

After reading, I have the following insights:

  1. Working life will be a marathon for more than 45 years. There is no balance between work and life. It is part of life. Plan your goals, pace, and fellow travelers as early as possible, so that work can become and fulfill your passion.
  2. Always keep a clear look at the intersection of the following three: what you love, what you are good at, and what the world needs-this is the sweet zone of your career, find it, update it, and make sure you are in the sweet zone at every stage Inside.
  3. If we divide the three stages of our career every 15 years and know in advance the tasks to be completed in each stage, the fuel to be saved, and the risks to be experienced, we will get the vision in the title of this book (the long view) and a calm mind, prepare early and clear customs early.
  4. Since there is always the day when the curtain ends in your career, the sudden braking under high-speed driving is always uncomfortable. Can our lives be connected to long, lasting, and greater communities, meanings, and missions, and the sooner the better? The author's own experience and the entrepreneurial cases he personally observed in the book bring a lot of inspiration.
In short, whether you are a fledgling newcomer in the workplace, a professional facing transformation, or even an experienced career veteran, I highly recommend this book.

The truth in the book is not difficult. Sometimes, don’t we just focus on the moment when our shortcomings are bright?


Book Review of The Long View by Brian Fetherstonhaugh

Hello, the book I read for you today is "The Long View: How to Plan 3 Stages of Career". 

I will use about 15 minutes to tell you the essence of the book: how to plan your 45-year career.

The degree of aging is getting worse and it has become a problem that almost every country must face. The adoption of delayed retirement is a common practice in all countries to deal with the aging of the population. What is delayed retirement? It is to delay the retirement age, and the more popular point is to use the law to increase your working life. According to the survey of the retirement age of 170 countries or regions by relevant research institutions, it can be roughly divided into three situations. The first situation is that developed countries generally implement retirement ages over 65 years old, and some even reach 70 years old. Israel; A second situation is a small number of economically backward small countries. They generally implement a retirement age below 60. The reason for this is either because the pension system is imperfect and the population covered is limited, or because the average life expectancy is relatively low; the third situation is the retirement age between 60 and 65 that most developing countries implement.

How can you continue to shine and create value for others even after retirement? Don't worry about answering, listen to the book "The Long View: How to Plan 3 Stages of Your Career" that I told you about today. After listening, you may be able to find the answers to these questions.

The author of this book is Brian Featherstone, global chairman and CEO of Ogilvy Interactive. He has been continuously researching career planning for nearly 20 years and has given career strategy lectures at Yale University, Massachusetts Institute of Technology, Harvard University, Columbia University, McGill University, and New York University. In the book "The Long View", the author Brian divides his career into 3 phases according to time, each of which lasts about 15 years, and the author believes that these 3 phases are closely related. What you do in one stage may create opportunities for the next stage, and of course, it may also bring evil results.

Okay, after introducing the basic situation of this book and the author's profile, then I will explain to you in detail how we should plan the three stages of our career.


Let's take a look at how you plan for the first stage of your career.

The author Brian gave an eight-word suggestion, "Add more fuel and start with a strong start." Let me explain to you that the first 15 years of your career are a strong start. As the first stage of your career, it is not a stage that allows you to passively increase your age and experience, but a stage with a strong purpose. At this stage, your only goal is to lay the foundation for the next two stages and establish good habits. The entire first stage is a process of learning and exploration. In order to find out what you are good at, what you are not good at, what you like, and what you don’t like, you need to keep trying and making mistakes. 

Earl Stuart said: "Career is never a straight upward path. We often need to retreat in order to advance, to become better and worse, to invest in capital for progress." What do you mean? That is to say, during the 45 years of your work, it is impossible to always advance upwards and raise your salary. You will definitely encounter various setbacks and obstacles, and sometimes your compromises and retreats are actually for the better Forward. 

Therefore, the author finally gave a strategy for the first stage of his career: "Step into the workplace, welcome new discoveries, and reserve workplace fuel for the long journey ahead."

You may have another question here. What is workplace fuel? What are the workplace fuels you should reserve most? No hurry, listen to me slowly.

Author Brian said that there are three basic forms of workplace fuel in a career. 

  • Fuel No. 1 is a transferable skill, 
  • Fuel No. 2 is a meaningful experience, and 
  • Fuel No. 3 is a lasting relationship. 
Below, I will talk about them one by one.

No. 1 fuel can transfer skills. 

What are transferable skills? You can understand it this way, which is the basic skills you have acquired and possessed in your career. These skills are not only the technical knowledge and industry terminology to help you complete the job at hand, but also when you change from one job to another, from one company to another, or even from one industry to another. The ability and foundation that you can rely on. 

Let me give you 6 examples of transferable skills that can really set you apart from others. Prepare your paper and pen.


  • The first one is the ability to solve problems. 

To some extent, any job in the world exists to solve a certain problem. Can you analyze the problem and formulate a solution? When you face a challenge, do you have one or two reliable methods to solve the problem? In any job, you should consciously learn how other people solve problems. How do they approach the problem and how do they think? You have to collect more different methods and try to combine several different methods to create a unique secret recipe that suits you.


  • The second is persuasive communication skills. 

No matter which industry you end up in, persuasiveness is a key skill that will last a lifetime. Whether you are communicating with clients, colleagues, friends, or strangers, being able to present your opinions in a clear and concise way is a basic skill. So, whether you express yourself in written form or record an online video, even if you are just giving a small speech, use the text and language that the other party can understand and can poke their pain points to get their heartfelt approval Your point of view, you win.


  • The third is the ability to complete tasks. 

Although the ability to perform and complete tasks cannot be more basic, it is of great value to a 45-year career. Although everyone has a certain ability to execute, only those who can survive hardships and continue to produce can truly stand out.


  • The fourth is the ability to attract talents. 

There is a saying that companies with the best talent usually succeed. The corresponding sentence is that individual leaders who have the ability to attract and mobilize cutting-edge talent are usually successful. To recruit excellent talents to your side to make your work better, you must first have the right way of thinking. In other words, you must realize that no one needs to work for you, it must be they want to work for your jobs. Therefore, whether you can attract talents depends on your own abilities. For example, can you make your work more challenging and fun? Can you promote employee progress? Can you treat everyone equally and transparently? Think carefully.


  • The fifth is the ability to help and ask for help. 

In the best-selling book "Wharton's Most Popular Success Class", Adam Grant observed three social styles and correlated them with work performance and happiness indicators, and found that successful "giver" can make you in business People who are more efficient in life and in life, and those who have paid more than they have gained, are more likely to rank high in the ranks of the most outstanding and happiest. So, learning how to ask for help and how to provide help will become a powerful transferable skill in the workplace.


  • Sixth, emotional intelligence. 

What is emotional intelligence? Emotional intelligence is your ability to understand and connect with the emotional state of others. A brief explanation is that you can find out whether the other person is sad or angry by observing the other person's body language. Daniel Gorman, a well-known expert in the field of emotional intelligence, pointed out in his book "Emotional Intelligence 3" that the most important factor affecting performance and excellence is emotional intelligence. For leaders, almost 90% of the standard that distinguishes elites from ordinary people is emotional intelligence.

After talking about Fuel No. 1, before talking about Fuel No. 2, let’s review which six transferable skills are included. 
  • The first is the ability to solve problems, 
  • the second is persuasive communication skills, and 
  • the third is the ability to complete tasks. 
  • The fourth is the ability to attract talents, 
  • the fifth is the ability to help and ask for help and 
  • the last is emotional intelligence. 

Okay, let’s take a look at what the meaningful experience of No. 2 fuel includes?

The combination of meaningful experience can make you not only a compound talent in your career, but also make your career path stable. A person will experience various things in his life and gain experience from these experiences. For a professional career, those meaningful workplace experiences will add value to you and make your career development smoother. Therefore, whether it is entrepreneurship, multinational work, second language, or volunteer experience, a series of meaningful experiences can help you build a more solid career.


Finally, let's talk about the lasting relationship of No. 3 fuel. 

After entering the workplace, more and more key figures and groups will appear around everyone. They strongly influence your career trajectory and form a career ecosystem. This professional ecosystem includes your boss, your customers, your business partners, the talents around you, your colleagues and subordinates, etc. who can help you or make you admire and respect anyone. Another easy-to-understand word is your "personal network". Maintaining a lasting good relationship with your network resources will bring unexpected help to your career.


Well, this is the first content for you today: 

  • How to plan the first stage of your career. 

Let's summarize, in the first 15 years of your career, you should study and explore with a strong purpose to find out what you are good at, what you are not good at, what you like, and what you don’t like. You need to prepare sufficient workplace fuel for the second and third stages. These workplace fuels include transferable skills, meaningful experience, and lasting relationships. In the first stage of your career, you should take a long-term perspective and look for or create more ways to fuel your career.

Next, let’s talk about 

  • How do you plan for the second stage of your career?

The author Brian suggests “anchoring the sweet zone and focusing on the longboard”. Let me explain to you in detail. The second stage of your career starts about 15 years after entering the workplace. At this time, you will feel unique opportunities and anxiety in the workplace: Can I achieve higher achievements? Where do I go next? Can the foundation I lay in the first phase reap dividends? Can I still find passion and motivation in mechanical work day after day?

I wonder if you know the "barrel theory"? This theory tells you how much water a wooden barrel can hold depends on the shortest board. If there is a very shortboard, the other boards will grow to the sky, and there will be no way to hold much water. This theory was once very popular in various companies, but with the development of globalization, the division of labor in society has become more and more clear, and people have become more aware that people who know everything will never be more popular with people who are not proficient in technology. welcome. It is impossible for a person to be proficient in all majors, nor to make up for all his shortcomings. Therefore, people began to put more energy on their longest board, and strive to achieve the ultimate in one thing.

Author Brian also believes that the second stage of your career is the time to identify, expand and bet on your longboard. At this time, you must learn to expand the scale of action and focus on improving your key skills and core longboard.

In the first stage of your career, your focus is on cultivating professional knowledge, accumulating transferable skills, and becoming a consultant in certain aspects. So what you have to do in the second stage is to create a real difference. Once you find any skill that can make you "stand out", you need to invest time in cultivating it until you master it. And willingness and time are the magic weapons to create proficient skills. In "Alien", Malcolm Gladwell studied the leaders in various fields and found that it takes about 10,000 hours of intensive training and exercises before a person can achieve proficiency in a certain aspect. This is the "10,000-hour genius theory".

At the same time, I think you should be very clear that immersing yourself in a certain field or a certain problem for such a long time means inevitably boredom and boredom. Constant practice, practice, and practice again can easily drive you crazy. In order to survive these moments, you have to fall in love with this field, or you have to really like and love this field. Otherwise, you can easily give up.

We can give an excellent contemporary example, Steve Jobs. He was obsessed with technology and design since he was a child. In the days when he joined Apple for the first time and later at NeXT Software, he experienced a long apprenticeship and experienced many failures and invaluable lessons. When he returned to Apple in 1996, he was more sensitive to trends than everyone else. Find the area you are good at, put in high concentration and enough time, you will be proficient in any kind of skill.

The author Brian said at the beginning that a person’s career lasts for 45 years. We cannot always keep enthusiasm and vitality to pursue our goals, and our career is not a straight upward path. So, how can we achieve sustained success? The answer is to take a long-term perspective, don't restrict yourself too much, try more possibilities, don't be afraid of failure, and maintain the motivation to keep moving forward so that sustained success is possible.

In the second stage of your career, you should become the leader of a company or a department. As a fledgling manager, what issues should you pay attention to?


The author Bryan gives some suggestions to leaders who are first-time leaders.


Let's take a look.

  • The first piece of advice is to always pay attention to your appearance, attitude, and behavior. 

What do you mean, that is, your employees will observe you more carefully than in the past, and the happiness, pressure, self-confidence, disappointment, and other emotions you show will be noticed by the employees and adjust their own attitudes and behaviors. Your appearance, attitude, and behavior are receiving high levels of attention and widespread imitation.

  • The second suggestion is to express your vision succinctly and repeat it over and over again. 

As a leader, you need to look for some simple and clear words to express in which direction you want your subordinates to move forward.

  • Let’s look at the third suggestion and choose team members as soon as possible.

Every leader needs a small core team. You need to find those close colleagues who can complete the task with high quality. Don’t choose people similar to you. Look for those who can strengthen your longboard and make up for your shortcomings. People who know how to understand them.

  • The fourth suggestion is that every meaningful business problem can best be solved in a smaller team. 

Everyone is an independent individual and will have different opinions on the same issue. The confrontation between opinions is actually meaningful, but as a leader, you must ensure that it occurs in the appropriate discussion and not put it into a serious large-scale public. Discussion at the meeting, this will not solve the problem but will deepen the conflict between colleagues.

  • The fifth suggestion is that you have to act like a trusted answerer. 

Treat every employee with the most basic fairness, let the news spread transparently in the organization, tell everyone no matter the good news or bad news, and help them to correctly view the impact of this information on them.

  • The last piece of advice 

you don’t need to be omniscient, you have to learn to consult others.


Well, this is the second content for you today: 

  • How to plan the second stage of your career. 

Let's summarize, the second stage starts about 15 years after entering the workplace. If you are looking for what you are good at in the first stage, then the second stage is to anchor it. You need to invest more energy and time, master a skill, keep the motivation to keep going, keep learning, and adjust your rhythm at any time. The more you know about the skills you need to learn, the better you can make the best decisions for your career, thereby maximizing your chances of long-term success. As a leader, you must always pay attention to the impact of your appearance, attitude, and behavior on employees, express your vision concisely and clearly, and constantly repetitively deepen employees’ understanding, select suitable team members, and take care of every meaningful issue. Solve it within the team, let yourself become an answerer that employees can rely on and trust, and finally tell yourself that you are not omniscient, and you should seek advice from others.


Finally, let's take a look at how to plan for the third stage of your career?

The author’s suggestion is to “optimize the long tail and exert sustained influence”. Don’t you understand? It’s okay, listen to me slowly.

The third stage of the career is what we usually call the later stage of the career, which can be seen as a period of time near and after retirement. The latter part of a career is not necessarily a decline or a sudden blow on the day of retirement. The author Brian believes that the duration of the third stage after reasonable planning is beyond imagination, and the rewards are also quite generous. The key lies in whether you can take the initiative to shape this stage and never slack off.

Anthropologist Mary Catherine Bateson said in a 2015 TEDx speech that in the past century, life expectancy in advanced economies has increased by a full 30 years. As Bateson pointed out, this is not to extend the "old age", but to give us an extra life stage before we grow old. This means that although you are called an "old man" at your biological age, you are very healthy physically and mentally. In real life, we can also see that many people in their 60s and 70s are still working. Because for most people's lives, work is a source of satisfaction and happiness. If you stop working, you will feel bored, lost, or even frustrated.

Bessant sees the period from 50 to 85 years as a new era of opportunity, and Linda Graton, the author of "100-year-old Life Strategy", believes that his career will last for 80 years. A variety of career experiences occur, as well as a lifetime of learning, action, and education. ​​"live too old and learn to be old".
 

Below, let’s take a look at what suggestions the author Brian has given to help you plan the third stage of your career.


  • The first suggestion is to experiment and voluntarily accept the challenge.

Let's take a look at how the 60-year-old Tim Penner planned his third-stage career. Maybe you will get some inspiration.

Tim worked for Procter & Gamble for more than 30 years, and finally retired as the leader of the world's top FMCG company. When he was in his 50s, he began to think about "what will happen next". After bidding farewell to the previous high-intensity work, in his remaining 30 or even 40 years of life expectancy, he began to realize that the problem is not to leave something but to be attracted to other things and goals. Because he didn't have a precise idea about the next step, Tim began to try a variety of different tasks, after many experiments, until he participated in a large fundraising campaign and raised more than 100 million US dollars for community activities. He just found a job that he liked and suited. Later, at the age of 55, he had just officially retired from Procter & Gamble and became the chairman of the board of directors of the YMCA of Greater Lundu.

We can see from Tim's story that Tim maintains a healthy concept of growth and learning, that is, you have to manage your own learning curve, face difficult problems bravely, and voluntarily accept various challenges.

  • The second suggestion Bryan gave was to start a business and open up a whole territory.

Let’s get to know the founder and president of the Silk Road boutique in New York, what Ms. Hugh Piper did in the third stage of her career.

Hugh Piper experienced some difficult times in the IBM company in the 1980s. The company that employs more than 400,000 people suffered several major changes. Although the company survived and continued to thrive, he worked for IBM. For more than 30 years, Hugh Piper felt that he was working for a different company. Nearing the end of the third decade at IBM, she realized that her investment in work had been much lower than before, so she made the decision to leave. When Hugh Piper was 52 years old, she traveled to India. After seeing various brocades and textiles, she started her entrepreneurial journey. Today, the Silk Road company founded by Hugh Piper has become an indispensable part of the local community.

Although Hugh Piper has been very difficult along the way and faced many challenges, she still maintains her passion for her career and devotes herself to her work, even though she is almost 60 years old.

  • Well, let’s take a look at the last suggestion of author Brian is to make a retirement plan and keep it relevant.

For many people in the third stage of their careers, retirement is an inevitable thing, but all you have to do is to plan for retirement in advance. It's like a high-speed train. You can't suddenly stop by braking. You should slow down slowly. Don't stop all at once. At least don't turn off the music when you get off the train. What does that mean? That is to say, although you are about to retire or have already retired, the connections, resources, skills, and reputation you have accumulated will not disappear immediately. You should make a plan to pass on your professional and proficient skills to the next. generation.

You can also continue to pay attention to the work industry news and forums before retirement, participate in related activities, chat with customers, former colleagues, and rising stars, communicate and share with them, continue to maintain your relevance to them, and let yourself be with you The environment keeps pace with the times. In the third stage of a career, the desire for money and rights will gradually decrease, but there is a stronger desire for health and personal reputation. Therefore, formulate the third-stage retirement plan, stay connected to the world, and make yourself more fulfilled and satisfied.


Well, this is the third piece of content I will tell you today: 

  • How to plan the third stage of your career. 

Let's summarize, the third stage of your career is not necessarily a downhill state, it can become colorful with your efforts and changes. Make your own retirement plan, keep your learning curiosity, manage your own learning curve, and use your professional skills and rich experience accumulated in the first and second stages to provide help for more up-and-coming stars and keep yourself up to date The pace of the development of the times remains relevant to the world around them. Plan the third stage of your career well. Even if your retirement is inevitable, your enthusiasm for continuing to learn and the skills you master will bring you unexpected rewards.

Well, this "The Long View: How to Plan 3 Major Stages of Career" is over. 


Finally, let us briefly review.

In the first stage of his career, the author suggests "add fuel and start with a strong start." In the first 15 years of your career, you have to lay the foundation for the next two stages and establish good habits. In order to find out what you are good at, what you are not good at, what you like, and what you don’t like, you need to keep trying and making mistakes. At the same time, you have to stock up on three basic forms of workplace fuel. These three fuels include transferable skills, meaningful experience, and lasting relationships.

In the second stage of his career, the author suggests "anchoring the sweet zone and focusing on the longboard". Starting 15 years after entering the workplace, you will feel unique opportunities and anxiety. In order to stand out from the workplace, you need to find your core longboard and spend a lot of time focusing on it until you master it. At the same time, if you are promoted to a leader in the second stage, you need to pay more attention to your own image and always strictly demand yourself with a leader's standards.

In the third stage of his career, the author suggests "optimizing the long tail and exerting sustained influence". As the life expectancy of the population increases, people spend more and more time after retirement. For most people's lives, work is the source of satisfaction and happiness. If you stop working, you will feel bored, lost, or even frustrated. Therefore, in the third stage of your career, you should start to make a retirement plan in advance. Whether you are trying a new career or starting a business, or just want to realize your unfulfilled dream, you need to plan ahead. Also, keep your enthusiasm for learning, let yourself keep up with the pace of development of the times, and stay connected with the world around you so that even after retirement, your life will be colorful.

Okay, that's all for today.

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