Knock The Hustle: Hiphop/business book of the year

If you are a hiphop head working in Corporate America, pre-order this book.  If you are a minority student working towards a career in business, PR, marketing, or advertising, do everything you can to get it.  Seriously, photocopy it from a friend if you have to.  Tell your mother. Tell your father.  It's that good.

Knock the Hustle is half retrospective, half survival manual for navigating Corporate America through the eyes of a minority.  Hadji Williams documents his journey from the mean streets of South and Westside Chicago to executive Creative Director, making stops at major marketing firms and advertising agencies along the way.  He is a 13 year veteran of building major brands such as Cingular Wireless, Coca-Cola, Ford, Mercedes-Benz, etc.  In some cases, Hadji was tasked with giving these brands street credibility and 'urban' appeal.  Problem was, he was one of very few African-Americans in his firm, and many of the major decisions were out of his hands even though he was part of the target demographic.  It is this kind of frustration that Hadji so effecitvely conveys in his book.

Through stories, personal anecdotes, and what he likes to call "fly on the wall case studies," Hadji paints a portrait of Corporate America for what it truly is: a hyper-capitalist environment of greedy, usually blue-blooded elitists who in their sheltered upbringings have a natural affinity to racism and every sort of discrimination you can think of.  It's an environment where minorities of color are outnumbered 100 to 1 and must work twice as hard to get due respect.  One particular story that hit a familiar nerve in this blog writer was of Hadji being denied a position that had already been offered to him over the phone- once the employer realized in their first face-to-face meeting that he wasn't white.  That's the kind of realness that Hadji Williams brings to the table in this book.  I can say this because I'm where Hadji was 12 years ago:  A young minority naive to the Corporate environment, trying to hustle the advertising game any way I can.  And from what I've seen so far in the workplace, Hadji is on point.

Hadji communicates all of this in a very personable and accessible manner, using hiphop vocabulary whenever he can to drive his message home.  For example, he uses street terminology to categorize office drones as Pimps, Hos, "Turn-outs," Hustlers, Bad Cops, LaMottas, and Professionals.  It might sound a little unusual (and admittedly cheezy), but the analogies make practical sense and allow for a certain street level perspective to very real personality types in the workplace.  I admit that after reading that particular excerpt I was viewing my co-workers in a very different light.

Hip hop heads in all fields or work can appreciate the knowledge dropped in this book.  It lays out in layman's terms the way corporations make their money (while ignoring the little man), sheds light on what goes on in marketing boardrooms (very interesting considering how many dollars are being allocated to 'hiphop' marketing these days), and gives very practical advice on how to be successful without using your minority status as a handicap or crutch.  In a day in age when minorities are leaving the Corporate fold more than ever to start their own business or take the (very hiphop) entrepreneurial route, Knock The Hustle ultimately caters to those who are striving to climb a slippery Corporate ladder that is still very foreign to minorities of color. 

As a field guide to the business world, Knock The Hustle is especially inspirational and motivational to those of us who are working within the system and want to ultimately rise up the ranks to change the way the game is played.  In recent years, extraordinary hiphop icons such as JayZ have graduated from the streets, to the soundbooth, to the boardroom.  Hadji Williams shows us that the everyday worker too can rise up and learn to affect change for those who want to follow in our paths, and Knock The Hustle.

Update: The full length book isn't out to you consumers until September, so in the meantime you can peep several "mixtapes" available at the KTH website that contain lengthy exceprts from the finished product.  (Yes, even his marketing and self-promotion for the book is hiphop).  You won't be disappointed.

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