HOOVER'S VISION: Original Thinking for Business Success

The founder of Bookstop, billed as "the first book superstore," and Hoover's, a leading Internet provider of information about companies, has one simple message: think differently. And his publisher apparently thinks he's onto something: Texere is spending $200,000 in marketing and plans a 75,000 first printing. Although purportedly a book about business, this latest celebrity business guide works best when Hoover offers basic if unoriginal advice for becoming more creative. Among his suggestions: juxtapose new with old, stay off the beaten tracks, learn history and be curious. As he puts it, "Success is based not on thinking like today's winner, but on thinking differently, thinking in original and creative ways." For example., Hoover explains how he reads a book to make sure he gets the most out of it (one of the first things he does is read the last few paragraphs). When he provides a winning business formula, Hoover is much more predictable and far less helpful. There is nothing wrong with pointing out that business success stems from understanding people's needs, wants and desires; making people's lives better; and building a business that expresses your dreams. But these ideas are a given in any business book, and Hoover's examples don't startle, impress or ignite creativity at work. Hoover does succeed when he points out ways of keeping a sense of wonder about all that surrounds us. Maybe he should begin writing guides for life, not the office. (Nov.)