The Way of the Unicorn- Welcome to the Revolution!

 

Below is the Welcome section from the publication:

Welcome!

Welcome to The Way of the Unicorn.

Why did I write this book?

I wrote this book because, when I started teaching several years ago,  I felt the results of my teaching were not satisfactory. Even if the students liked me and my teaching, what did they actually take away? Not enough if anything. Why?

One key reason is that the few key concepts facts and teachings that really counted were getting buried with the crush of information that typically is thrown at college students. Just for example—let’s say a student is taking 5 courses during the semester, and each one requires 50-60 pages of reading per week. That’s up to 300 pages before any questions, quizzes, discussions etc. And not exactly romance novels—usually boring, wordy and written at the writer’s level, not the student’s.

Not so much, right? Let’s say you are a foreign student, reading in English. Or you are a GenZ student with a serious dopamine addiction. What will you do to satisfy it? Probably put the book down and spend your time on TikTok or the like.

The final result of the above is: most students didn’t read the 300 pages. How many did they read? Little or none. Those that did attempt to read got washed away with words. This is the case today, and academics and publishers alike have to face it. Publishing house libraries and bookstores are filled with books that may be 5-600 pages long. Now many publishing houses are conceding to the digital world and adding links to their publications. So now students have to read and look at the links.

When there was nothing but books, we couldn’t solve the problem. And we were used to that regimen. Today’s technology allows us to do more with less—and make it interactive from the getgo.

The evolution of my teaching and using the available technology led me to reduce the amount of reading I assigned, focus the students’ time on thinking and retaining  what is important to remember. Consequently, I developed lectures that took my students in that direction—thinking and talking about a topic helps you to internalize what it is about.

That is the first and most important premise of The Way of the Unicorn: spend students’ time thinking not reading. And talking about what you think.

But what is this Unicorn stuff?

My experience in business combined with teaching marketing and strategy courses led me to recognize that, to be successful in business (and isn’t that what we are teaching students to become?), you need to rise above the clutter and be special. As I have said in the book more than once, Be a Unicorn, not an Also.

If you agree with that premise, then how do you think it, do it, plan it and deliver it? Not just today, but sustainably? That is what the book is about.

There are literally tens of thousands (maybe more) of pages written about the subjects I discuss in the book. My goal is to distill those pages into what you need to know and remember.

Second point: The Way of the Unicorn is written to tell you what you need to know to adopt a successful business strategy. Period.

Because of this, I do not accept that it is a textbook. If I wanted you to play football for me, I would not furnish you with the complete history of the game and every play that has ever been run; I would give you a playbook that is appropriate for next week’s competition: Here’s what you need to know for now.

Final problem to overcome: The most challenging task I found as an instructor at the undergrad or graduate level was to get students engaged and actively involved in the class. Every time I was evaluated, the focus was on this point. So The Way of the Unicorn is totally interactive, using updated technology to compel students to participate and spend their time thinking about the subject- not reading about it. 

I believe this book is a new paradigm for teaching. Its methodology is suitable for any major or subject, if the writers orient themselves in the way I described above.

What is different about students learning from The Way of the Unicorn than traditional pedagogy? A saying is attributed to Ben Franklin which may have originated 2000 years before in China by Xun Kuang:

"Tell me and I forget. Teach me and I remember. Involve me and I learn." Because the students are totally involved in their learning, they will retain more with less. 

Third point: Students will learn from themselves and other students; this is much more likely to be internalized than when it comes from an instructor.

That said, the book is linked with the LMS when it needs to be.

The chapters are the homework and the lecture. Totally interactive and participative. This will make for more productive time for students and instructors alike.

None of this could have been accomplished without the help of Great River Learning. I am very grateful for their belief in me and my project.

Read on and enjoy the experience.

I also hope that you can use this book as a reference point for business. Again, why it is a playbook  not a textbook.  The latter are sold, donated or disposed after school. I hope this is your Little Red Book that you carry with you and leave in your top right desk drawer.

Michael Serwetz

June 26, 2024

Ridiculously hot and sunny.