Book Review — The Power of Nice
The Real Key to Success in Business and in Life

By Jacquelyn Lynn

Most of us can remember our mothers saying, “Be nice.” But then we grew up hearing things like, “Nice guys finish last.” So which is it?

According to Linda Kaplan Thaler and Robin Koval, niceness may be the best-kept secret for those looking to succeed. In The Power of Nice: How to Conquer the Business World with Kindness (Doubleday/Currency, 2006), Kaplan Thaler and Koval share examples of their own experiences as well as those of other high-powered individuals demonstrating that nice people can indeed finish first—and, as a bonus, they're happier.

This is a small but powerful book. Plenty of anecdotes and behind-the-scenes stories not only prove the authors' points but make for entertaining reading. Kaplan Thaler and Koval run one of the fastest-growing advertising agencies in the country (The Kaplan Thaler Group, which, among other notable efforts, is behind the Aflac duck) and they credit their success to being nice.

They admit that nice has “an image problem.” But they stress that being nice does not mean being naïve or being a doormat. Some of the benefits of nice include:

• Nice is luckier in love. Nice people divorce less often.

• Nice makes more money. When your employees are nice to clients and customers, revenue goes up.

• Nice is healthier. Nice people live longer.

• Nice spends less time in court. Doctors who spend more time talking to their patients (being nice) are less likely to get sued.

The theme throughout the book is that being nice will always come back to you in a positive way. Sometimes it just makes you feel better. Other times, the return is far more tangible. When the authors' ad agency was working on an Aflac commercial featuring Donald Trump's wife, Melania, the team treated her nicely and made sure she was comfortable. They did it not because of who she is or who she is married to, but because that's the way they treat all the talent on all their advertising shoots. Months later, Linda Kaplan Thaler was asked to be a judge on one of The Apprentice shows. She wrote:

“Before the first segment was shot, I introduced myself to Donald Trump, mentioning that we were the agency that had used his wife in an Aflac duck commercial. Well, Trump clearly remembered his wife's experience, because right before the shooting started, he leaned over and said, ‘You were so nice to my wife. Watch how I return the favor.'

“Then he got on and described The Kaplan Thaler Group as one of the hottest ad agencies in the country—on network television! He then went out of his way to include me in the on-camera discussions. All because we were nice to his wife.”

Much of the advice Kaplan Thaler and Koval offer is so simple, you're likely to react with “well, sure, of course, I know that.” But it takes thought and effort to make their suggestions a habit in your own business and personal life.

For example, the chapter titled “Bake a Bigger Pie” makes the point that you don't need to worry about who gets more of the pie—make one big enough for everyone to get their share. “Help Your Enemies” shows you how to diffuse adversaries and turn competitors into collaborators. And “Tell the Truth” points out not only why you need to be honest but how to do it in a way that doesn't hurt others.

The Power of Nice: How to Conquer the Business World with Kindness is a quick, easy, entertaining read that could change your life for the better in remarkable ways if you let it.

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Jacquelyn Lynn (www.jacquelynlynn.com) is a business writer based in Orlando, Florid , and the author of Online Shopper's Survival Guide.