Aji: An IR#4 Business Philosophy (Aji and Aji Notes) Paperback – April 11, 2019

You've probably heard the expression, “Life doesn’t come with an instruction manual." While that may be true, this book may be the closest thing to it. The author, Toby Hecht, has consolidated his more than 30 years of work in teaching successful professionals to elevate their career, business and life - all in a single book .For years I have traveled and paid to listen to Mr. Hecht, teach on the mechanics of competitive advantage in business and career. Bringing together backgrounds in business, economics, technology, philosophy and even biology, he reveals the seemingly invisible ways we all transact in life, business and career to produce the outcomes we’re after. What I value most about the author is he’s not an academic or a pop-culture novelist, rather he is himself a business owner who applies what he teaches in his own enterprise and has produced success first-hand. That is, he practices what he preaches and has done so successfully for decades.This book is a painstakingly distilled arrangement of strategies that enable someone to build out a plan of action for their career, business and life. While it is the best distillation I’ve ever seen from Mr. Hecht on what I've spent years learning and applying in his courses, the book is not a “light read.” In fact, compared to common pop-culture business books with sparse tips and quips, this book may seem large, aesthetically unalluring, and entailed - but make no mistake, it is the real deal!For me, having learned directly from the author for years, I have used this fundamental strategy to significantly improve my own career and business. I’ve learned and enacted the strategies to increase my professional identity, which has led to accomplishments and leadership roles that have escalated me from a niche, solo-preneur business owner with less than $1 million/yr in annual revenues, to a partner/owner of a $35 million/yr enterprise with teams of more than 200 people. I went from thinking “there must be a better way to get ahead,” to increasing my income by more than 4X in under 5 years! And to be clear, for me it’s not about the income, per se. it’s about what the income does for my capacity to protect my family from unexpected financial hits, clear away debt, save for life events , and invest enough to be on track for what I hope is a long retirement. Needless to say, I wish I had this book much sooner to help me better hold the constellation of strategies and mechanics from the onset of my career. I continue to use it ongoingly to revisit, diagnose, deconstruct all my personal strategies!Not only have the strategies in this book worked for me, but they’ve worked for many around me who have also used it to produce a future career and/or business that’s very different from where we started! That being said, it’s not some magic pill. This book is only useful if you are serious about learning competitively and continuously to produce these outcomes over time in your career and life. So if that’s you, this may be your instruction manual!

Every once in a while I go back and rewatch Jobs introducing the iPhone, because it is one of the best business presentations ever. If you ever ask yourself why it was so effective or how businesses like Apple or the host of this review, Amazon, can achieve massive success for their owners and delight for their customers, you'd better read this book.Toby Hecht is a business philosopher who has built a complete and rigorous analytical framework for understanding the new world that we entered around 1980-1995 when the personal computer and the internet transformed our old industrial, labor and machine driven economy. Business people now notice the change, but many of us are using the same old work ethics that created success in a different era. Toby's unique contribution is to take linguistic and existentialist philosophy, combining it with understandings from neuroscience, biology, economics to create a new knowledge-based discourse that can help you understand what is really going on in the 4th industrial revolution.If you are curious about how the world works, or even better if you have a family or yourself to support including in your old age (which he argues persuasively that you most certainly do) then you need to understand how the world has changed and what you can do to take care of yourself, those you care about, your career, business or community. This book is already one of the greats and it will no doubt become a staple for business professionals, schools and general interest.

I am a business owner and I have been learning “Aji” with Toby since 2003 when I first joined The Aji Network. Using Aji, our Enterprise Value has grown 10X, my personal income has multiplied by 5X and our household Net Worth – not including our business – has grown by 11X.“Aji” Works, period.This book is a complete description of Aji, including a clear explanation of the world in which we find ourselves – the fourth Industrial Revolution (IR#4), the challenge IR#4 produces for everyone working to earn a living, The Fundamental Strategy Toby invented to accomplish it using computers and the Internet, and the Strategic Knowledge required to execute The Fundamental Strategy effectively, strategically and competitively.The financial outcomes – such as the ones I list above – are only a subset of the outcomes you will produce learning “Aji”; the practical application of the concepts of the philosophy bring the “human” element to the practice of business making it possible to develop deeply meaningful relationships between employers, employees, customers, vendors and colleagues to build Networks of Capabilities helping each other to earn their living together. These same concepts extend beyond business to positively affect other domains of life such as marriage and family – succeeding in business would be meaningless if accomplished at the expense of marriage and family.Use The Book to learn “Aji” on your own and together with those in your Networks and start earning a living to IR#4 standards!

This is a book YOU NEED to read soYou wil have a nice old life

Actualmente soy Gerente de la Calidad y Peocesos en una empresa de logística, he de mencionar que además de generar el pensamiento estratégico para vivir una buena vida en el ámbito laboral e inherente a lo personal, el libro genera retos para desarrollar ofertas que dejen de ser normales y migren a la 4ta revolución industrial haciendo uso de las computadoras e internet, haciendo una homologación de forma personal entre lo escrito por gurús de la calidad con la estrategia fundamental y he visto resultados estratégicos, tácticos funcionales, lleno de retos y generando ofertas nuevas.