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Microtrends Squared: The New Small Forces Driving Today's Big Disruptions
Ten years after his New York Times bestselling book Microtrends, Mark Penn identifies the next wave of trends reshaping the future of business, politics, and culture.Mark Penn has boldly argued that the future is not shaped by society’s broad forces, but by quiet changes within narrow slices of the population. Ten years ago, he showed how the behavior of one small group can exert an outsized influence over the whole of America with his bestselling Microtrends, which highlighted dozens of tiny, counterintuitive trends that have since come to fruition, from the explosion of internet dating to the recent split within the Republican Party. Today, the world is in perplexing upheaval, and microtrends are more influential than ever. In this environment, Penn offers a necessary perspective.Microtrends Squared makes sense of what is happening in the world today. Through fifty new microtrends, Penn illuminates the shifts that are coming in the next decade. He pinpoints the unseen hand behind new power relationships that have emerged—as fringe voters and reactionary politics have found their revival, as online influencers overshadow traditional media, and as the gig economy continues to invade new swathes of industry. He speaks to the next wave of developments coming in technology, social movements, and even dating.Offering a clear vision of the future of business, politics, and culture, Microtrends Squared is a must-read for innovators and entrepreneurs, political and business leaders, and for every curious reader looking to understand the wave of the future when it is just a ripple.
Bestselling business author Godin delivers his most far-reaching and provocative book, explaining what works in marketing these days, what doesn't, and what to do about it.
Make It Rain!: How to Use the Media to Revolutionize Your Business & Brand
What if you could get in front of millions of media prospects with the avid endorsement of famous influencers--without spending a dime?It's happening right in front of you every day. Guest experts on TV, radio, podcasts, blogs, and live streaming are getting local and national exposure for their business and brand that they could never have afforded to reach with ads.For a decade, Areva Martin has used the media to build a huge platform that expanded the influence and power of her brand exponentially. Media appearances on Dr. Phil, Anderson Cooper 360, The Doctors, CNN, MSNBC, FOX, and more have virtually eliminated the need of a marketing budget for her thriving law firm and non-profit organization, while securing her place as one of America's most sought after thought leaders.In Make It Rain! Areva breaks the silence to reveal what insiders know about the power of media appearances to revolutionize a business and brand and get your core message out to the people who need it most. You'll learn how to:• Match your brand to the right audience and media venues• Craft pitches producers can't resist• Jump on breaking news shows• Pivot and speak in soundbites like the pros• Amplify every interview with social media• Turn appearances into platform and become a rainmakerNever before have there been more ways to build a presence that matters. Whether you are the executive of a corporation, the author of an upcoming book, the owner of a rapidly growing small business, or the public face of a local nonprofit or association, if you have a business to build or people you want to help, nothing beats using the media to create the visibility, influence, and power you need. Are you ready to Make It Rain!?
Captivology: The Science of Capturing People's Attention
The former editor of Mashable and cofounder of DominateFund examines the psychological phenomena that captivate our attention—and how we can leverage them to draw and retain attention for our ideas, work, companies, and more. Whether you’re an artist or a salesperson, a teacher or an engineer, a marketer or a parent—putting the spotlight on your ideas, insights, projects and products requires a deep understanding of the science of attention. In Captivology, award-winning journalist and entrepreneur Ben Parr explains how and why the mind pays attention to some events or people—and not others—and presents seven captivation triggers—techniques guaranteed to help you capture and retain the attention of friends, colleagues, customers, fans, and even strangers. Parr combines the latest research on attention with interviews with more than fifty scientists and visionaries—Facebook’s Sheryl Sandberg, film director Steven Soderbergh, LinkedIn CEO Jeff Weiner, magician Jon Armstrong, New York Times bestselling author Susan Cain, Nintendo’s Shigeru Miyamoto, founder of Reddit Alexis Ohanian, and more—who have successfully brought their ideas, projects, companies, and products to the forefront of cultural consciousness. The result is an insightful and practical book that will change how you assign jobs to your kids or staff, craft a multi-million dollar ad campaign, deliver your next presentation, attract users to your product, or convince the world to support your cause.
Ctrl Alt Delete: Reboot Your Business. Reboot Your Life. Your Future Depends on It.
The DNA of business has changed. Forever. You can blame technology, smartphones, social media, online shopping and everything else, but nothingchanges this reality: we are in a moment of business purgatory. So, what are you going to do about it? Mitch Joel, one of the world's leading experts in new media, warns that the time has come to CTRL ALT DELETE. To reboot and to start re-building your business model. If you don't, Joel warns, not only will your company begin to slide backwards, but you may find yourself unemployable within five years. That's a very strong warning, but in his new book, CTRL ALT DELETE, Joel explains the convergence of five key movements that have changed business forever. The movements have already taken place, but few businesses have acted on them. He outlines what you need to know to adapt right now. He also points to the seven triggers that will help you take advantage of these game-changing factors to keep you employable as this new world of business unfolds. Along the way, Joel introduces his novel concept of "squiggle" which explains how you can learn to adapt your personal approach to your career, as new technology becomes the norm. In short, this is not a book about "change management" but rather a book about "changing both you AND your business model."
Dealstorming: The Secret Weapon That Can Solve Your Toughest Sales Challenges
Get Rich Click!
If you think you’ve missed the window of opportunity in the digital world, successful Internet entrepreneur Marc Ostrofsky says otherwise. Using real-life examples from people of all ages and walks of life who have made their fortunes online, this engaging guide gives you step-by-step instructions for achieving financial success. You’ll learn hundreds of ways to make money online with sites like Facebook, Twitter, and LinkedIn as well as ways to profit from domain names and digitally based products. Now is the time to change your ideas about making money, accumulating wealth, and taking control of your financial future. Let Marc Ostrofsky show you the way in Get Rich Click!
Invisible Influence: The Hidden Forces that Shape Behavior
Want to be more persuasive? Make better decisions? This book will show you how.Jonah Berger integrates research from psychology, behavioral economics, business, and the social sciences more generally to shed light on the often-hidden factors that shape behavior. Learn why copycats are better negotiators and how losing can lead to winning. Why successful athletes tend to have older siblings, why married people grow to look alike, and what cockroaches can teach us about the science of motivation. You'll never look at your own behavior, or the behavior of those around you, the same way again.
POP!: Create the Perfect Pitch, Title, and Tagline for Anything
Why do some ideas break out and others fade away? What causes people to become so excited about a product that they can't wait to tell their friends? How can an idea be communicated so that it catches fire in people's imaginations? Popular author, consultant, and workshop leader Sam Horn identifies what makes an idea, message, or product break out, and presents a simple and proven process - POP! (Purposeful, Original, Pithy) - to create one-of-a-kind ideas, products, and messages that pop through the noise, off the shelf, and into consumers' imaginations.
The Tanning of America
Tanning is the catalytic force majeure that went beyond musical boundaries and into the psyche of young America, blurring cultural and demographic lines. Today's consumer is a mind-set, not a race - and when businesses have a proper understanding of tanning, success is imminent. The tanning phenomenon raised the first generation of consumers who have the same "mental complexion" based on shared experiences and values. In The Tanning of America, Steve Stoute draws from his diverse background in the music industry and brand marketing to chronicle the rise of this market and deconstruct how an upstart art form - street poetry set to beats - came to define urban culture as the embodiment of cool, a new generation's bold reinterpretation of the American dream.
Small Data: The Tiny Clues That Uncover Huge Trends
Hired by the world’s leading brands to find out what makes their customers tick, Martin Lindstrom spends three hundred nights a year overseas, closely observing people in their homes. His goal: to uncover their hidden desires and turn them into breakthrough products for the world’s leading brands. In a world besotted by the power of Big Data, he works like a modern-day Sherlock Holmes, accumulating small clues to help solve a stunningly diverse array of challenges. Lindstrom connects the dots in this globe-trotting narrative that will fascinate not only marketers and brand managers, but anyone interested in the infinite variations of human behavior.Small Data combines armchair travel with forensic psychology into an interlocking series of international clue-gathering detective stories. It presents a rare behind-the-scenes look at what it takes to create global brands, and along the way, reveals surprising and counterintuitive truths about what connects us all as humans.
Woo, Wow, and Win: Service Design, Strategy, and the Art of Customer Delight
In this pioneering guide, two business authorities introduce the new discipline of Service Design and reveal why trying new strategies for pleasing customers isn’t enough to differentiate your business - needs to be designed for service from the ground up.Woo, Wow, and Win reveals the importance of designing your company around service, and offers clear, practical strategies based on the idea that the design of services is markedly different than manufacturing. Bestselling authors and business experts Thomas A. Stewart and Patricia O’Connell contend that most companies, both digital and brick-and-mortar, B2B or B2C; are not designed for service - to provide an experience that matches a customer’s expectations with every interaction and serves the company’s needs. When customers have more choices than ever before, study after study reveals that it’s the experience that makes the difference. To provide great experiences that keep customers coming back, businesses must design their services with as much care as their products.Service Design is proactive - it is about delivering on your promise to customers in accordance with your strategy, not about acceding to customer dictates. Woo, Wow, and Win teaches you how to create "Ahhh" moments when the customer makes a positive judgment, and to avoid Ow" moments - when you lose a sale or worse, customer trust.Whether you’re giving a haircut, selling life insurance, or managing an office building, your customer is as much a part of your business as your employees are. Together, you and customers create a bank of trust; fueled by knowledge of each other’s skills and preferences. This is Customer Capital, the authors explain, and it is jointly owned. But it’s up to you to manage it profitably.Innovative yet grounded in real world examples, Woo, Wow, and Win is the key strategy for winning customers - and keeping them.
The Excellence Dividend: Meeting the Tech Tide with Work That Wows and Jobs That Last
For decades Tom Peters has been preaching the gospel of putting people first, and in today's rapidly changing business environment, this message is more important than ever. With his unparalleled expertise and inimitable charisma, Peters offers brilliantly simple, actionable guidelines for success that any business leader can immediately implement. He provides a roadmap for your organization and for you as an individual to thrive amidst the tech tsunami, and he has a lot of fun doing it. The Excellence Dividend is an important new book from one of today’s greatest business thinkers.
Masters of Disaster
Whether you're a politician caught with his pants down, an investment bank accused of accounting improprieties, or even a family-owned restaurant with a lousy Yelp review, a crisis doesn't have to be the make-or-break moment of your career. Correctly managed, even the most embarrassing "reply all" can quickly become a thing of the past. In Masters of Disaster, Christopher Lehane and Mark Fabiani, reveal the magic formula you need to take control when it's your turn to be sucked into the vortex of the modern spin cycle. Covering the ten commandments of damage control, and based on their work for clients like Bill Clinton, Goldman Sachs and Hollywood studios, the authors outline the strategies that can make real time news alerts, Twitter trend lines and viral videos work for you rather against you. Full of both lively personal anecdotes and hard-knuckled straight talk, this is a must-read for anyone who wants to emerge with their reputation intact.
The fascinating story of the enemy brothers behind Adidas and Puma, whose rivalry shaped the modern sports business. Adidas and Puma are two of the biggest global brands in sports, paying stars, clubs, and competitions to show off their labels in stadiums and across magazine pages. In Sneaker Wars, journalist Barbara Smit reveals the dramatic, character-driven story of these two power-houses. Started in their mother's laundry room in Germany, Adi and Rudi Dassler's shoe business was an instant success, their spikes worn by Jesse Owens in the Berlin Olympics. But a vicious feud soon pulled them apart: by the end of World War II, the brothers split the company, dividing their family and hometown. Adidas and Puma revolutionized the world of sport, their rivalry introducing behind-the-scenes deals and multimillion-dollar contracts. From Pelé to Joe Namath, Walt Frazier to Boris Becker, Muhammad Ali to David Beckham, they all contribute to the roller-coaster rise, near collapse, and revival of the two brands. A page-turning narrative, Sneaker Wars is a riveting blend of family drama, business, sports, and history.
Be a Recruiting Superstar: The Fast Track to Network Marketing Millions
Network marketing - also known as direct selling and multilevel marketing - has turned millions of people into successful business owners. But to truly reach their earning potential, network marketers need to successfully grow their businesses by recruiting the right people. Written by a true network marketing superstar who personally enlisted over 1,000 people in her first year, the book reveals a proven, innovative approach to recruiting that gets results fast. Readers will learn how to:* discover their own recruiting style * identify people who will become a great part of their team * do and say the right things to turn prospects into partners * overcome objections with confidence * attract people who never considered network marketing Filled with advice and inspiration, this indispensable guide gives network marketers the know-how and confidence they need to grow their enterprise and become top earners.
The End of Marketing as We Know It (Revised)
Marketing today doesn't work. Or so says Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz - and how to get a jump on the strategies that will work in the twenty-first century.
Design to Grow: How Coca-Cola Learned to Combine Scale and Agility (and How You Can Too)
Every company needs both scale and agility to win. From a fledging startup in Nepal, to a century-old multinational in New York, scale and agility are two qualities that are essential to every company’s success. Start-ups understand agility. They know just when to pivot to stay alive. But what they haven’t mastered yet is how to stabilize their business model so they can move to the next stage and become full-fledged companies. And well-established companies know scale. They are successful because they know how to leverage size with a high degree of effectiveness and efficiency. But what worries them most is staying competitive in a world of increasing uncertainty and change, complicated by upstarts searching for ways to disrupt the industry. So what is the key to creating the kind of scale and agility necessary to stay competitive in this day and age? The answer is design.In Design to Grow, a Coca-Cola senior executive shares both the successes and failures of one of the world’s largest companies as it learns to use design to be both agile and big. In this rare and unprecedented behind-the-scenes look, David Butler and senior Fast Company editor, Linda Tischler, use plain language and easy-to-understand case studies to show how this works at Coca-Cola—and how other companies can use the same approach to grow their business. This book is a must-read for managers inside large corporations as well as entrepreneurs just getting started.
Focus: The Future of Your Company Depends on It (Collins Business Essentials)
What's the secret to a company's continued growth and prosperity? Internationally known marketing expert Al Ries has the answer: focus. His commonsense approach to business management is founded on the premise that long-lasting success depends on focusing on core products and eschewing the temptation to diversify into unrelated enterprises. Using real-world examples, Ries shows that in industry after industry, it is the companies that resist diversification, and focus instead on owning a category in consumers' minds, that dominate their markets. He offers solid guidance on how to get focused and how to stay focused, laying out a workable blueprint for any company's evolution that will increase market share and shareholder value while ensuring future success.
The Referral Engine
Word-of-mouth referrals are more important than ever. People trust the recommendation of a friend, colleague, or even a stranger with similar tastes over anything thrust at them by a faceless company. Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. The key lies in understanding the "Customer Referral Cycle" - the way customers refer others to your company who, in turn, generate even more referrals. If everyone in the organization keeps this in mind, Jantsch argues, your business will generate referrals like a well-oiled machine.
Internationally recognized sales strategist Jill Konrath shows how to overcome customer hesitation to get more appointments, speed up decisions, and win sales. Drawing on her years of selling experience, as well as the stories of other successful sellers, she offers four SNAP rules: Keep It Simple: Make things easy and clear for your customers. Be iNvaluable: Stand out by being the person your customers can't live without. Always Align: Make sure you're in synch with your customers' objectives, issues, and needs. Raise Priorities: Keep the most important decisions at the forefront of their mind.
Fundamentals of Sales Management for the Newly Appointed Sales Manager
Making the leap into sales management means meeting a whole new set of challenges. As a manager, you're going to have to quickly develop the skills that allow you to build and supervise a sales team, communicate effectively, set goals, be a mentor, and much, much more. Now that you've been handed these unfamiliar responsibilities, you're going to have to think on your feet -- or face the possibility of not living up to expectations. Easy-to-understand and filled with realistic examples and immediately usable strategies, Fundamentals of Sales Management for the Newly Appointed Sales Manager helps you understand what it takes to be a great sales manager, allowing you to avoid many of the common first-time sales management mistakes, and be successful right out of the gate.
The Age Curve: How to Profit from the Coming Demographic Storm
Gronbach, Kenneth W.
As each generation ages, what they buy and how much they buy will change. In The Age Curve, marketing guru Kenneth Gronbach shows executives and entrepreneurs how to anticipate the changing needs of their "best customer," and how to ride that profit wave of predictable demand to long-term success. You'll discover how our largest generations, the baby boomers and generation Y, are redefining businesses' most effective go-to marketing strategies. Packed with real-world entertaining examples of companies like Apple who have perfected their strategies for building a loyal customer base, as well as those who haven't (Levi Strauss and Honda Motorcycle), this book teaches readers: • how to determine their best customers• how successful companies are earning the loyalty of generation Y and cultivating allegiance to their products for years to come• why generation X is a much less valuable market than any of us have been led to believe• and much more. Groundbreaking and compelling, The Age Curve will change the way companies look at their customers and how they market to them today and for many years to come.
Agile Selling: Get Up to Speed Quickly in Today's Ever-Changing Sales World
Whenever you're promoted, switch sales jobs, or face new business conditions, you're under intense pressure to deliver immediate results. Today's savvy, well-educated prospects expect you to be a knowledgeable resource from the first minute of your relationship. Getting off to a fast start is essential.Jill Konrath can help by teaching what she calls "agile selling" - the ability to quickly absorb new information and leverage it for maximum impact. Her acclaimed book explains exactly what you need to do t o be successful in the shortest possible time.
Customer Centered Selling: Sales Techniques for a New World Economy (2nd Edition)
Jolles, Robert L.
This revised edition of Robert Jolles’s classic book on sales technique features brand new material throughout, including illustrations, teaching aids, coaching techniques, and true implementation strategies! When you have a process, you have a way of measuring what you are doing. When you can measure it—you can fix it!" Customer Centered Selling teaches the secrets of the world-famous Xerox sales training by reversing the conventional selling practices of searching for customer needs, pitching product, and adopting an order-taking mentality. Jolles provides a systematic, repeatable, predictable approach that teaches how to anticipate and influence behavior by studying and understanding the client’s "Decision Cycle" and critical "Decision Points." Through the use of case studies, interactive activities, and job aids, anyone—from a seasoned sales professional to a manager or parent—can not only learn the power to influence behavior, but can implement these ideas as well. Put to good use by Toyota, Disney, NASA, Nortel, General Electric, a dozen universities, and more than fifty financial institutions, Customer Centered Selling provides a step-by-step, consultative process that inspires as it teaches.
Whatever good or service you're selling, five likely customers are worth a hundred random names. No one can help you find new business by finding those five -- or five hundred, or fifty thousand -- best-qualified customers better than Bill Good. For over a decade, Bill Good's guide to increasing new business by finding the right prospective customers has been an invaluable resource to people in every imaginable profession involving selling. Now completely revised and updated to include lessons on how email, fax machines, and the Internet can be incorporated into an effective prospecting and selling campaign, it is the most valuable tool a salesperson can own. Anyone who does any prospecting or selling by phone -- from securities, insurance, and real estate to fund-raising -- knows the frustrations and rejections inherent in "cold calling." Many people come to fear it. But why should this be so? Certainly there are people out there who need and want the product you're selling. If only you could more efficiently generate a list of just those people, weed out the hopeless cases, and launch a simple and highly effective campaign to win them to your side. Prospecting Your Way to Sales Success shows you how to do just that. Bill Good draws on all he's learned from a long, successful career teaching companies and individual entrepreneurs how to create successful prospecting campaigns. He jettisons the stale, old-school, don't-believe-a-customer-who-says-no philosophy for a plan of attack that finds good prospects while quickly screening out unqualified, uninterested customers. From the first contact to the final close, Bill Good will help you design a complete, customized prospecting campaign. In this new revised edition, bursting with fresh ideas for incorporating new media and new technologies into his proven campaign strategies, Bill Good has updated a classic and given salespeople everywhere a book they can't afford to live without.
Why We Buy: The Science of Shopping (Updated and Revised for the Internet, the Global Consumer and Beyond)
Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture -- full of fresh observations and important lessons from the cutting edge of retail, which is taking place in the world's emerging markets. New material includes: • The latest trends in online retail -- what retailers are doing right and what they're doing wrong -- and how nearly every Internet retailer from iTunes to Amazon can drastically improve how it serves its customers. • A guided tour of the most innovative stores, malls and retail environments around the world -- almost all of which are springing up in countries where prosperity is new. An enormous indoor ski slope attracts shoppers to a mall in Dubai; an uber luxurious Sao Paolo department store provides its customers with personal shoppers; a mall in South Africa has a wave pool for surfing. The new Why We Buy is an essential guide -- it offers advice on how to keep your changing customers and entice new and eager ones.
The difference between helping and selling is just two letters. If you're wondering how to make your products seem more exciting online, you're asking the wrong question. You're not competing for attention only against other similar products. You're competing against your customers' friends and family and viral videos and cute puppies. To win attention these days you must ask a different question: "How can we help?" Jay Baer's Youtility offers a new approach that cuts through the clutter: marketing that is truly, inherently useful. If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life.
The classic guide to copywriting, now in an entirely updated fourth editionThis is a book for everyone who writes or approves copy: copywriters, multichannel marketers, creative directors, freelance writers, marketing managers . . . even small business owners and information marketers. It reveals dozens of copywriting techniques that can help you write both print and online ads, emails, and websites that are clear, persuasive, and get more attention - and sell more products.Among the tips revealed:* 8 headlines that work--and how to use them* The 5-step “Motivating Sequence” for generating more sales and profits* 10 tips for boosting landing page conversion rates* 15 techniques to ensure your emails get high open and click-through rates* How to create powerful “lead magnets” that double response rates* The “4 S” formula for making your copy clear, concise, and compellingThis thoroughly revised fourth edition includes all new essential information for mastering copywriting in the digital age, including advice on content marketing, online videos, and high-conversion landing pages, as well as entirely updated resources.Now more indispensable than ever, Robert W. Bly's The Copywriter's Handbook remains the ultimate guide for people who write or work with copy.
The Hacking of the American Mind: The Science Behind the Corporate Takeover of Our Bodies and Brains
Lustig, Robert H.
The New York Times–bestselling author of Fat Chance reveals the corporate scheme to sell pleasure, driving the international epidemic of addiction, depression, and chronic disease.While researching the toxic and addictive properties of sugar for his New York Times bestseller Fat Chance, Robert Lustig made an alarming discovery—our pursuit of happiness is being subverted by a culture of addiction and depression from which we may never recover.Dopamine is the “reward” neurotransmitter that tells our brains we want more; yet every substance or behavior that releases dopamine in the extreme leads to addiction. Serotonin is the “contentment” neurotransmitter that tells our brains we don’t need any more; yet its deficiency leads to depression. Ideally, both are in optimal supply. Yet dopamine evolved to overwhelm serotonin—because our ancestors were more likely to survive if they were constantly motivated—with the result that constant desire can chemically destroy our ability to feel happiness, while sending us down the slippery slope to addiction. In the last forty years, government legislation and subsidies have promoted ever-available temptation (sugar, drugs, social media, porn) combined with constant stress (work, home, money, Internet), with the end result of an unprecedented epidemic of addiction, anxiety, depression, and chronic disease. And with the advent of neuromarketing, corporate America has successfully imprisoned us in an endless loop of desire and consumption from which there is no obvious escape.With his customary wit and incisiveness, Lustig not only reveals the science that drives these states of mind, he points his finger directly at the corporations that helped create this mess, and the government actors who facilitated it, and he offers solutions we can all use in the pursuit of happiness, even in the face of overwhelming opposition. Always fearless and provocative, Lustig marshals a call to action, with seminal implications for our health, our well-being, and our culture.
An advertising creative director for more than 25 years and the Mad Men co-producer responsible for Don Draper’s credibility as an advertising genius, Josh Weltman distills everything he knows about the art of persuasion into a playbook - of rules, principles, insights, insider anecdotes, and more, all tailored to the fast-changing life in the information economy.Weltman identifies the four elements of selling - one of which is behind everything from a national television campaign to an email blast. There’s the ad that makes people curious. That creates a sense of urgency. That increases market share. And the ad that protects margins. And then Weltman explains how to employ these strategies, including: the six words that win business; the four kinds of stories; what to do if your product sucks; why lying in an ad will never pay off; why information reduces doubt; how to think like a force-multiplier; why different is better than better; why to remove jargon and acronyms and reveal ideas and relationships. Advertising, Joshua Weltman argues, is a toolbox, not a tool, and used right it makes people happy. Seducing Strangers shows you how.
The Sell: The Secrets of Selling Anything to Anyone
The nation's #1 real estate broker and charismatic costar of Bravo's Million Dollar Listing New York shares his secrets on how to be successful. In the ten years since moving from Sweden to New York City, with no experience in real estate and no contacts, Fredrik Eklund has transformed himself into the best seller in the most competitive real estate market on the planet. In The Sell, Eklund leverages his years of experience to create the go-to manual for self-promotion and sales. At the core of the book are chapters tied to Eklund's 10-step program for "selling anything to everyone," and he shares his secrets on everything from personal authenticity and looking your very best to crafting the perfect sales pitch, negotiating with savvy, and closing deals promptly and efficiently . . . lest they slip away. Whether you're just starting a job as a sales rep at Verizon, navigating your career as an executive or entrepreneur, or hitting your stride closing big transactions as a banker at Goldman Sachs, The Sell will show you how to improve your game and radically increase the money you're bringing home. The Sell is a vital resource for anyone who wants to have an impact in his or her personal and professional life, with a razor-sharp focus on selling: selling yourself--or your brand--no matter your background.
Would You Do That to Your Mother?: The "Make Mom Proud" Standard for How to Treat Your Customers
Customer experience pioneer Jeanne Bliss shows why “Make Mom Proud” companies outperform their competition. Her 5-step guide to customer experience and culture transformation makes this achievement possible. Bliss urges companies to make business personal to earn ardent fans and admirers, by focusing on one deceptively simple question: "Would you do that to your mother?" “Make Mom Proud” companies give customers the treatment they desire, and employees the ability to deliver it. They turn “gotcha” moments into “we’ve got your back” moments by rethinking business practices, and they enable employees to be part of the solution to fix customer frustrations. Bliss scoured the marketplace seeking companies who excel at living their core values, grounded in what we all learned as kids. She offers a five-step plan for evaluating your current behaviors and implementing actions at every level of the organization.
Yes!: 50 Scientifically Proven Ways to Be Persuasive
Goldstein, Noah J.
Small changes can make a big difference in your powers of persuasion What one word can you start using today to increase your persuasiveness by more than fifty percent? Which item of stationery can dramatically increase people's responses to your requests? How can you win over your rivals by inconveniencing them? Why does knowing that so many dentists are named Dennis improve your persuasive prowess? Every day we face the challenge of persuading others to do what we want. But what makes people say yes to our requests? Persuasion is not only an art, it is also a science, and researchers who study it have uncovered a series of hidden rules for moving people in your direction. Based on more than sixty years of research into the psychology of persuasion, Yes! reveals fifty simple but remarkably effective strategies that will make you much more persuasive at work and in your personal life, too. Co-written by the world's most quoted expert on influence, Professor Robert Cialdini, Yes! presents dozens of surprising discoveries from the science of persuasion in short, enjoyable, and insightful chapters that you can apply immediately to become a more effective persuader. Why did a sign pointing out the problem of vandalism in the Petrified Forest National Park actually increase the theft of pieces of petrified wood? Why did sales of jam multiply tenfold when consumers were offered many fewer flavors? Why did people prefer a Mercedes immediately after giving reasons why they prefer a BMW? What simple message on cards left in hotel rooms greatly increased the number of people who behaved in environmentally friendly ways? Often counterintuitive, the findings presented in Yes! will steer you away from common pitfalls while empowering you with little known but proven wisdom. Whether you are in advertising, marketing, management, on sales, or just curious about how to be more influential in everyday life, Yes! shows how making small, scientifically proven changes to your approach can have a dramatic effect on your persuasive powers.
Aaker, David A.
A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized by Brandweek as "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- brand leadership. For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic, tactically oriented brand management system pioneered by Procter & Gamble. This fundamental shift involves nothing less than a revolution in organizational structure, systems, and culture -- as the authors demonstrate with hundreds of case studies from companies such as Polo Ralph Lauren, Virgin Airlines, Adidas, GE, Marriott, IBM, McDonald's, Maggi, and Swatch. This immensely readable book provides the brand management team with the capability to: Create and elaborate brand identities (what should the brand stand for) Use the brand relationship spectrum, a powerful tool to harness subbrands and endorsed brands to form brand architectures that create clarity, synergy and leveraged assets Identify the customer "sweet spot" and the driving idea that will move brand-building efforts beyond advertising to break out of the clutter Use the Internet and sponsorship to make brands resources work more effectively Address the four imperatives of global brand management Like David Aaker's two previous bestselling books, Brand Leadership will be essential reading for line executives and brand managers in market-driven firms worldwide.
The 22 Immutable Laws of Marketing
Authors Al Ries and Jack Trout are probably the world's best-known marketing strategists. Their books have been published in fifteen languages and their consulting work has taken them into many of the world's largest corporations in North America, South America, and the Far East.
Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets
Moore, Geoffrey A.
In Inside the Tornado, Geoffrey A. Moore continues his classic three-part series delving into the high-stakes world of hypergrowth markets. Here, Moore examines these markets and their implications for business strategies and, in turn, provides effective guidelines for winning market share and building margin share in mainstream markets. Once a product reaches the mainstream market, it faces three often vexing questions: What is the best way to develop a stronger market for the product's growth? What is the most effective way to capitalize on and sustain growth? And when this market inevitably subsides, how can businesses survive the change? Moore deftly answers these questions and provides businesses with the knowledge and tools they need in this fast-paced lucrative market.
Rules for Revolutionaries
Filled with insights from top innovators such as Amazon.com, Dell, Hallmark, and Gillette and rich with hands-on experience from the front lines of business, Rules for Revolutionaries will empower you - whether you're an entrepreneur, engineer, inventor, manager, or small business owner - to turn your dreams into reality, your reality into products, and your products into customer magnets.
How to Work a Room
The classic bestseller on socializing - now fully updated for social interactions in a digital age How to Work a Room® is the classic bestselling book on improving communication and socializing skills, and using them to create and leverage connections. This Silver Anniversary Edition is fully revised and updated to include the role of technology and social media in networking, as well as Susan RoAne's proven tips for using digital strategies to your advantage - plus practical hints for starting conversations and strengthening rapport with strangers. How to Work a Room®: The 25th Anniversary Edition is a vital tool for business professionals, job seekers and career changers of all ages.
Kotler on Marketing
Philip Kotler's name is synonymous with marketing. His textbooks have sold more than 3 million copies in 20 languages and are read as the marketing gospel in 58 countries. Now Kotler on Marketing offers his long-awaited, essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing for the new millennium.Through Kotler's profound insights you will quickly update your skills and knowledge of the new challenges and opportunities posed by hypercompetition, globalization, and the Internet. Here you will discover the latest thinking, concisely captured in eminently readable prose, on such hot new fields as database marketing, relationship marketing, high-tech marketing, global marketing, and marketing on the Internet. Here, too, you will find Kotler's savvy advice, which has so well served such corporate clients as AT&T, General Electric, Ford, IBM, Michelin, Merck, DuPont, and Bank of America. Perhaps most important, Kotler on Marketing can be read as a penetrating book-length discourse on the 14 questions asked most frequently by managers during the 20-year history of Kotler's worldwide lectures. You will gain a new understanding of such age-old conundrums as how to select the right market segments or how to compete against lower-price competitors. You will find a wealth of cutting-edge strategies and tactics that can be applied immediately to such 21st-century challenges as reducing the enormous cost of customer acquisition and keeping current customers loyal. If your marketing strategy isn't working, Kotler's treasury of revelations offers hundreds of ideas for revitalizing it. Spend a few hours today with the world's best known marketer and improve your marketing performance tomorrow.
Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking. First step is to toss the linear plan. Next is to strip away conventions, open your mind, and join Disruptive Marketing on a provocative, fast-paced tour of our changing world.
Today's headlines report cities going bankrupt, states running large deficits, and nations stuck in high debt and stagnation. Philip Kotler, Donald Haider, and Irving Rein argue that thousands of "places" - cities, states, and nations - are in crisis, and can no longer rely on national industrial policies, such as federal matching funds, as a promise of jobs and protection. When trouble strikes, places resort to various palliatives such as chasing grants from state or federal sources, bidding for smokestack industries, or building convention centers and exotic attractions. The authors show instead that places must, like any market-driven business, become attractive "products" by improving their industrial base and communicating their special qualities more effectively to their target markets.
Let Inc. catapult your company to success. To put a business on the map, nothing beats great marketing. No matter how original your idea or ambitious your dreams, the company will stall without a plan to spread the word, build momentum, and drive sales. But how many entrepreneurs excel at marketing? If you are like most, you are focused on building your product or service...and don't know how to execute a marketing strategy or measure the results. No one is better positioned than Inc. to help you get up to speed fast. For years, Inc. has covered the innovative marketing used by thousands of tiny startups that turned into household names. Now, Marketing Your Startup shares these compelling stories and spotlights strategies for igniting growth.
People Powered: How Communities Can Supercharge Your Business, Brand, and Teams
Harness the power of communities, both inside and outside of your organization, to drive value and revenue, activate your employees’ and customers’ talents, and create a highly engaged, loyal customer base.What if you discovered a blueprint that could grow your brand’s reputation and loyalty, dramatically reduce customer service issues, produce content and technology, and cement a powerful, lasting relationship between you and your customers?Communities have been a popular topic since the rise of the Internet and social media, but few companies have consistently harnessed their power, driven tangible value, and effectively measured their return on investment (ROI) like:• Salesforce.com has seen tremendous results with their community network of over 2 million members advocating for, supporting, and integrating Salesforce.com products• Star Citizen used Kickstarter to raise over $150 million to build their new video game and a community of over 2 million players.• Red Hat collaborated with their community to build industry-leading technology, which led to a $34 billion acquisition by IBMCompanies such as PayPal, Facebook, Bosch, Microsoft, CapitalOne, and Google, have also built communities inside their organizations, which have fostered innovation, broken down silos, and helped their organizations to operate more efficiently and collaboratively.People Powered helps C-suite leaders, founders, marketers, customer advocates, and community leaders gain a competitive advantage by answering the following questions:• What is the key value proposition of building a community?• What kind of community do we need and how do we build and integrate it into our organization?• How do we incentivize and encourage people to get involved, build reliable growth, and keep community members engaged?• How do we develop authentic, productive relationships with community members both online and in person?• How do we get departmental buy-in, hire effectively, and create consistent, reliable community engagement skills in our organization?• What are the strategic and tactical pitfalls and roadblocks we need to avoid?• How do we make sure that our community continues to grow with us—and more importantly, how do we make sure that we continue to grow with them?People Powered pulls together over 20 years of pragmatic experience into a clear, simple methodology and blueprint to not just answer these questions, but deliver results. It also includes contributions from industry leaders including Joseph Gordon-Levitt (Emmy-award winning actor), Peter H. Diamandis (Founder of XPRIZE, Singularity University), Jim Zemlin (Executive Director, The Linux Foundation), Mike Shinoda (Co-Founder, Linkin Park), Jim Whitehurst (CEO, Red Hat), and more.Don’t get left behind—become an industry trailblazer and ensure your company’s longevity by tapping into the most dynamic force both outside and inside your organization: the people.
Purple Cow: Transform Your Business by Being Remarkable
In 2002, Seth Godin asked a simple question that turned the business world upside down: What do Starbucks, JetBlue, Apple, Dutch Boy and Hard Candy have that other companies don't? How did they confound critics and achieve spectacular growth, leaving behind formerly tried-and-true brands? Godin showed that the traditional Ps that marketers had used for decades to get their products noticed - pricing, promotion, publicity, packaging, etc. - weren't working anymore. Marketers were ignoring the most important P of all: the Purple Cow. Cows, after you've seen one or two or ten, are boring. A Purple Cow, though . . . now that would be something. Godin defines a Purple Cow as anything phenomenal, counterintuitive, exciting . . . remarkable. Every day, consumers ignore a lot of brown cows, but you can bet they won't ignore a Purple Cow. You can't paint your product or service purple after the fact. You have to be inherently purple or no one will talk about you. Godin urges you to emulate companies that are consistently remarkable in everything they do, which drives explosive word of mouth. Purple Cow launched a movement to create products and services that are worth marketing in the first place. Now this expanded edition includes dozens of new examples from readers who've taken the message to heart.
Dealing with an Angry Public
Some portion of the American public will react negatively to almost any new corporate initiative, as Disney discovered when it announced its plans to build an historical theme park in Virginia. Similarly, government efforts to change policy or shift budget priorities are invariably met with stiff resistance. In this enormously practical book, Lawrence Susskind and Patrick Field analyze scores of both private and public-sector cases, as well as crisis scenarios such as the Alaskan oil spill, the silicone breast implant controversy, and nuclear plant malfunction at Three Mile Island. They show how resistance to both public and private initiatives can be overcome by a mutual gains approach involving face-to-face negotiation, a strategy applied successfully by over fifteen hundred executives and officials who have attended Professor Susskind's MIT-Harvard "Angry Public" seminars. Susskind and Field outline the six key elements of this approach in order to help business and government leaders negotiate, rather than fight, with their critics. In the process, they show how to identify who the public is, whose concerns to address first, which people and organizations must be convinced of the legitimacy of action taken, and how to assess and respond to different types of anger effectively. Acknowledging the crucial role played by the media in shaping public perception and understanding, Susskind and Field suggest a way to develop media interaction which is consistent with the six mutual gains principles, and also discuss the type of leadership that corporate and government managers must provide in order to combine these ideas into a useful whole.
The Market Driven Organization
Day, George S.
This thoughtful and practical guidebook to developing a market-driven organization with many fresh examples, is a solid compilation of the best thinking, practice, and research, written by the world's leading authority on the subject.
Packaging Your Crafts
Sutanto, Viola E.
Whether you're selling on Etsy, in retail, or at a fair, your crafts deserve a package that's as appealing as they are. This inspirational guide shows crafters how to get that professional edge - and turn one-time buyers into loyal customers. It discusses specialist terms, standard envelope sizes, and various materials, and offers a wealth of ideas, tutorials, templates, charts, and interviews with the experts.
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