Seven Principles of Illusion to Captivate Audiences and Unlock the Secrets of Success
Published: May 8, 2017
David Kwong has astounded corporate CEOs, TED Talk audiences, and thousands of other hyperrational people—making them see, believe, and even remember whatever he wants them to. Illusion is an ancient art that centers on control: it is the ability to command a room, build anticipation, and appear to work wonders. Illusion works because the human brain is wired to fill the gap between seeing and believing. Successful leaders—like Steve Jobs, Warren Buffett, and Ted Turner—are masters of control and command; they understand how to sway opinion and achieve their goals.
In his years of research and practice, David has discovered seven fundamental principles of illusion. With these rules anyone can learn to:
Mind the Gap: recognize and employ the perceptual space between your audience’s ability to see and their impulse to believe.
Load Up: prepare to amaze your audience.
Write the Script: discover the importance of shaping the narrative that surrounds your illusion.
Control the Frame: explore the real-life value of a magician’s best friend: misdirection.
Design Free Choice: command your audience by giving them agency.
Employ the Familiar: take secret advantage of habits, patterns, and audience expectations.
Conjure an Out: develop backup plans that will keep you one, two, three, or more steps ahead of the competition.
Inside Spellbound you’ll discover a different way to sell your ideas, products, or skills, and make your best shot better than everyone else’s.
Service Design, Strategy, and the Art of Customer Delight
Thomas A. Stewart & Patricia O’Connell
Published: November 28, 2016
Pleasing customers isn’t enough. To delight your customers—to woo, wow, and win them—you must design your service to create memorable, empathetic experiences that meet their expectations and advance your strategy. In Woo, Wow, and Win, bestselling authors and business experts Thomas A. Stewart and Patricia O’Connell reveal the importance of service design for your company. They offer services businesses clear, practical strategies for designing and delivering great customer experiences—a distinctly different exercise than it is in manufacturing. You will learn that
The design of a service—the experience it creates, the value it delivers—is an essential element of strategy for every business
Excellence in service needs to be built in, not painted on at the end
Great service should be free—well-designed service pays for itself and then some
Service design and delivery is a sustainable, repeatable, and profitable way to differentiate your company and find and serve the right customers
Drawing on deep research and examples from industries as diverse as airlines and brokerages, hospitals and hospitality, consulting and construction, Stewart and O’Connell show how to apply the principles of service design in ways that uniquely fit your strategy. And the authors demonstrate how to use service design to set customers’ expectations—and meet them in every interaction, in every channel, every time.
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. Stewart and O’Connell show how to map and evaluate all your interactions with customers; how to evaluate your ability to design and deliver great experiences; how to build innovation into your business model; and how to align your culture with the strategy and design you have selected.
Whatever your industry, whether you’re giving haircuts, selling life insurance, or managing an office building, your customers are as much a part of your business as your employees are. Woo, Wow, and Win shows you how to enlist them as collaborators in your success—and accelerate your company’s growth and profitability.
Thomas A. Stewart is a bestselling author, an authority on intellectual capital and knowledge management, and an influential thought leader on global management issues and ideas. His books include Intellectual Capital and The Wealth of Knowledge. He is the executive director of the National Center for the Middle Market at the Fisher College of Business at The Ohio State University and has served as the chief marketing and knowledge officer for Booz & Company, as well as the editor and managing director of Harvard Business Review.
During the pivotal moments of our lives, results are often determined not only by our actions but also by our words. Saying the right thing the right way can make the difference between sealing the deal or losing the account, advancing your career or suffering a demotion.
In these moments, it’s important to be pitch perfect—to use precisely the right tone to convey the right message to the right person at the right time. In Pitch Perfect, the renowned media coach Bill McGowan shows you how to craft just the right message. Along the way, McGowan lays out his Seven Principles of Persuasion, which are as easy to learn, implement, and master as they are effective. The right language—both verbal and nonverbal—can make you more confident, persuasive, and certain. It can stir people to listen closely to your every word and to remember you long after you’ve left the room.
A newly revised and updated edition of the influential guide that explores one of the most powerful ways to attract attention and influence behavior—fascination—and how businesses, products, and ideas can become irresistible to consumers. Structured around the seven languages of fascination Hogshead has studied and developed—power, passion, innovation, alarm, mystique, prestige, and alert—Fascinate explores how anyone can use these triggers to make products, messages, and services more fascinating—and more successful. More
The bestselling author draws from his popular #AskGaryVee show to offer surprising, often outrageous, and always useful and honest answers to everything you've ever wanted to know—and more—about navigating the new business world
Gary Vaynerchuk—the inspiring and unconventional entrepreneur who introduced us to the concept of “crushing it”—knows how to get things done, have fun, and be massively successful. A marketing and business genius, Gary had the foresight to go beyond traditional methods and use social media tools such as Twitter, Facebook, and YouTube to build a millions-strong fan base that continues to grow.
#AskGaryVee showcases the most useful, surprising, and thought-provoking questions Gary has addressed on his popular show. He distills and expands on the show’s most urgent and evergreen themes—including marketing, entrepreneurship, and management—with his trademark practical, timely, and timeless advice. Gary also offers unexpected insights on complex issues that affect everyone in the workforce, from the value of a traditional education to the best investment strategies. And Gary gets personal, sharing new stories and lessons learned from years of working in a family business, raising children, getting healthy, and just being GaryVee. He’ll even help you buy a good bottle of wine.
Whether you’re launching your own company, working in digital media, starting your first job, or looking for inspiration, #AskGaryVee is your essential guide to making things happen in a big way.
I’ve always known what it takes to succeed in the trenches, but now with the hands-on experience of growing two businesses, one from scratch, I also know what the aerial view looks like, and what works best when you’re responsible for creating culture, developing careers, and managing clients in a company that seems to double in size by the day.”
The New Science of Turning Good Intentions into Positive Results
Published: January 18, 2016
Even with the very best of intentions, people often fail to make wise choices for themselves—whether for their health, their finances, or their business decisions. Yet it doesn’t have to be that way—thanks to the science behind fifty bits design, a set of principles that helps close the gap between intentions and actual behaviors.
Of the ten million bits of information our brains process each second, only fifty bits are devoted to conscious thought. This means that humans are wired for inattention and inertia, so we often choose without thinking and act against our own interests. Understanding this is the key to any behavior change, from increasing charitable donations to reducing unintended pregnancies.
As the former chief scientist of Express Scripts, a Fortune 25 health care company, Bob Nease is an expert on applying behavioral sciences to the health care industry. He realized that providing financial incentives and tools—an approach that assumes patients will act rationally—was not having the outcome that he expected. Instead, he had to reengineer patients’ environments in order for their natural inclinations to lead them to the best decisions. In a nod to the brain’s fundamental cognitive limitation, he called this approach “fifty bits design,” and now he applies his knowledge to the wider world, offering important, practical solutions that marketers, human resources professionals, teachers, and even parents can use to improve the behavior of others around them and get the positive results they want.
Nease offers a set of powerful and effective strategies for change:
• Require Choice: compel people to deliberately choose among options
• Lock In Good Intentions: allow people to make decisions today about choices they will face in the future
• Let It Ride: set the default to the desired option and let people opt out if they wish
• Get in the Flow: home in on where people’s attention is likely to go naturally
• Reframe the Choices: set the framework people use to consider options and choices
• Piggyback It: connect the desired choice or behavior with something people already like or are engaged in
• Simplify…Wisely: make the right choices frictionless and easy; make the wrong choices more difficult
The Power of Fifty Bits is the first how-to guide that provides step-by-step instructions for helping customers, employees, co-workers, and clients get the results they truly want.
Advance Praise for The Power of Fifty Bits
“In many ways, this book is yet another one of Bob’s cleverly engineered systems, expertly designed to hook you with an enigmatic title, hold you with delightful stories and deep ideas, and ultimately leave you better than you were before—wiser about people in general, and about yourself in particular.”—from the foreword by Daniel Gilbert
“Want to learn how to design approaches that spur others to achieve their goals—and that do the same for you and your own goals? With clarity, eloquence, and humor, The Power of Fifty Bits shows you how.”—Robert B. Cialdini, author of Influence
“If you want to understand how the environment you live in can be reshaped so that your intuitions, fears, hopes, and dreams can best be managed and aligned with your best intentions, I recommend you read this fun, challenging, and useful book.”—Arthur Caplan, professor of bioethics, NYU Langone Medical Center
“The Power of Fifty Bits shows you how to produce outcomes that have both high financial effectiveness and high acceptance by employees.”—Bob Ihrie, SVP of Compensation and Benefits, Lowe’s Companies, Inc.
“The Power of Fifty Bits is a great resource for creating state-of-the-art programs to promote well-being. Combining evidence for effective behavior change with practical advice, this book will transform your thinking and put you on a path to a much better life.”—Helen Darling, strategic advisor, National Business Group on Health
“Bob Nease is a pioneer of implementing social science in business and healthcare, and we are lucky to have him share his expertise.”—Dan Ariely, author of Predictably Irrational
“This book proves that scientific insight doesn’t need to be dry and boring. If you want to learn how to make your organization more effective, or just to make your own life better, read it. It’s full of behavioral-science insights in a fun, readable form.”—Peter Orszag, former director, Congressional Budget Office
The Simplicity Cycle is an engaging and accessible field guide that equips readers with practical tools to produce elegant, effective designs. It takes a deep but lighthearted look at the way complexity enhances or diminishes the things we make and use, from PowerPoint presentations and pizzas to spacecraft and software, and shows readers why simplicity is the key to innovation and good design—whether you're creating new products, services, or consumer experiences.
The Revolution Transforming Decision Making, Consumer Behavior, and Almost Everything Else
Published: March 9, 2015
Steve Lohr, a technology reporter for the New York Times, chronicles the rise of Big Data, addressing cutting-edge business strategies and examining the dark side of a data-driven world. Coal, iron ore, and oil were the key productive assets that fueled the Industrial Revolution. Data-ism is about this next phase, in which vast, Internet-scale data sets are used for discovery and prediction in virtually every field. Lohr explains how individuals and institutions will need to exploit, protect, and manage their data to stay competitive in the coming years. Filled with rich examples and anecdotes of the various ways in which the rise of Big Data is affecting everyday life it raises provocative questions about policy and practice that have wide implications for all of our lives. More
From Everest to Every Business, Achieving Peak Performance
Susan Ershler & John Waechter
Published: October 6, 2014
Two experts who have summited the tallest mountain on each of the seven continents—and scaled the highest peaks in corporate sales and business—examine what it takes to achieve success.
In making the grueling journey to the top of Mount Everest, Susan Ershler and John Waechter joined the elite group of climbers who had conquered the Seven Summits—the tallest mountains on each of the seven continents. This same determination has made them star performers in corporate sales and established them as business leaders. And both of them cherish the deep sense of satisfaction that comes from attaining a seemingly impossible goal through focus and persistence.
In this unique guide, Susan and John draw on concrete experience to inspire sales professionals—as well as all team members—to overcome limitations and reach new heights of success, illustrating how anyone can achieve peak performance. They will show you how to define your goals clearly, commit to a vision, "choose the right sherpa" (build the right team), "travel light" (manage time), and "measure the mountain" (track progress).
Weaving together stories from harrowing climbs and lessons of indomitable perseverance with actual tested methods for high achievement in sales, business, and life, Conquering the Seven Summits of Sales proves that anyone can overcome limitations and accomplish something real and meaningful in business and in life.
What Really Influences Customers in the Age of (Nearly) Perfect Information
Itamar Simonson & Emanuel Rosen
Published: February 3, 2014
Going against conventional wisdom, Absolute Value reveals what really influences customers today and offers a new framework—the Influence Mix—for thinking about consumer decision making, which should help managers develop more effective marketing strategies.
How people buy things has changed profoundly—yet the fundamental thinking about consumer decision making and marketing has not. Most marketers still believe that they can shape consumers' perceptions and drive their behaviors. In this provocative book, Stanford professor Itamar Simonson and best-selling author Emanuel Rosen show why current mantras about branding and loyalty are losing their relevance. When consumers base their decisions on reviews from other users, easily accessed expert opinions, price comparison apps, and other emerging technologies, everything changes. Contrary to what we frequently hear, consumers will (on average) make better choices and act more rationally.
Absolute Value answers the pressing question of what influences customers in this new age. Simonson and Rosen identify the old-school marketing concepts that need to change and explain how a company should design its communication strategy, market research program, and segmentation strategy in the new environment. Filled with deep analysis, case studies, and cutting-edge research, this forward-looking book provides an entirely new way of thinking about marketing.
New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition.
When managers, marketers, and small business owners outline their social media strategies, they plan for the "right hook"—their next campaign that will produce profits. Even companies committed to "jabbing"—creating content for consumers and engaging with customers to build relationships—still desperately want to land the powerful, bruising swing that will knock out their opponents or their customers' resistance in one tooth-shattering, killer blow. Right hooks, after all, convert traffic to sales. They easily show results and return on investment. Except when they don't.
In the same passionate, streetwise style his readers have come to expect, Vaynerchuk is on a mission to strengthen marketers' right hooks by changing the way they fight to make their consumers happy, and ultimately to compete. Thanks to the massive change in and proliferation of social media platforms in the last four years, the winning combination of jabs and right hooks is different now. Communication is still key, but context matters more than ever. It's not just about developing high-quality content; it's also about developing high-quality content that's perfectly adapted to specific social media platforms and mobile devices. It's about truly engaging with customers, not by shouting at them over social media but by using new narrative forms particular to each different media platform—especially, though not exclusively, Facebook, Instagram, Pinterest, Twitter, and Tumblr. Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really work.
How to Create Extraordinary Products for Tomorrow’s Customers
Jan Chipchase & Simon Steinhardt
Published: April 15, 2013
A global-innovation expert offers a new perspective on how consumers think and how to develop products and services that affect their everyday lives.
Who are your next customers—not just the ones you are serving today but the ones you'll need three, five, or ten years from now? How do you figure out what goods and services will attract them in the future before your competitors do?
According to Jan Chipchase—whom Fast Company has called the "James Bond of design research" and Fortune has called the "Indiana Jones of technology for the developing world"—most of the clues are right in front of us. The key is learning to see the ordinary in a revolutionary new way. As the executive creative director of Global Insights at frog, an award-winning global design and innovation company, Chipchase draws on everyday objects and patterns to show us how to see the world differently, from making a phone call to filling up a gas tank to ascertaining whether it's actually half-and-half you're pouring into your coffee. Chipchase is always looking for opportunities—gaps, anomalies, and contradictions—that will give his clients, some of the world's largest and most successful companies, a distinct competitive advantage, whether they're delivering the most low-tech bar of soap or the most high-tech wireless network.
In Hidden in Plain Sight, Chipchase takes readers on his journeys around the globe and shares his methods for identifying the unmet needs of customers. No matter where he stops—whether Cleveland or Kabul—his goals are the same: to spot and decode the routines of daily life and to help readers use the very same tools that he and his team use to see, and capitalize upon, what is hidden in plain sight today to create businesses tomorrow.
Gary Vaynerchuk, the New York Times bestselling author and creator of Wine Library TV, is back with a bold and expansive look at the evolution of today’s marketplace, revealing the essential factors defining and driving successful relationships between businesses and consumers. In this groundbreaking follow-up to the bestselling Crush It!, Vaynerchuk—one of Bloomberg Businessweek’s “20 People Every Entrepreneur Should Follow”—looks beyond a numbers-based analysis to explore the value of social interactions in building our economy. More
Punk Marketing is the long-awaited and breathless uprising that businesses want, deserve, and desperately need.
In this radical guide, Richard Laermer and Mark Simmons take an irreverent, penetrating look at the seismic change in the relationship between the people who sell stuff—products, services, entertainment—and those who purchase it. They demonstrate that to survive in business, a revolutionary approach is needed—one they have branded "Punk Marketing"—and it's one we all need to understand, for the traditional divisions among commerce, content, and consumers are continuing to blur ever more rapidly.
Never dull, sometimes controversial, but always a helluva lot of fun, Punk Marketing presents a manifesto for any business-person needing to engage consumers—or any consumer seeking to understand and employ their newfound power. And here's the good news: It's based on principles that have existed forever. In an age of digital video recorders, "branded" entertainment, cell phones, TV, multiplayer online games, and never-ending social networking, a coherent approach to marketing has never been more vital. With Punk Marketing, there's a built-in plan to equip you with tools to make all this change work out just fine, thanks.
Wage an Effective Publicity Campaign without Going Broke
Published: August 11, 2008
The world's most widely used and seminal introduction to public relations—now fully revised and updated for the 21st century with online strategies that work
Every Fortune 500 corporation, movie star, and scandal queen knows that a good publicist is essential to building success and maintaining public support. But if you're a small business owner, an entrepreneur, or an undercapitalized beginner seeking an edge in a highly competitive arena, it's unlikely that you have your own high-powered publicist.
Guerrilla P.R. 2.0 offers all the resources necessary to mount your own campaign and get the media exposure you need. In clear and concise language, Michael Levine, one of the top public relations counselors in the country, reveals the same procedures he uses every day to get press on major stars—and how those strategies can be utilized on little or no budget. You'll learn how to think like a publicist and map out the perfect strategy for success.
In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author's note.
Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.
What Charles Darwin did for biology, Al and Laura Ries do for branding.
In their exciting new book, The Origin of Brands, the Rieses take Darwin's revolutionary idea of evolution and apply it to the branding process. What results is a new and strikingly effective strategy for creating innovative products, building a successful brand, and, in turn, achieving business success.Here, the Rieses explain how changing conditions in the marketplace create endless opportunities to build new brands and accumulate riches. But these opportunities cannot be found where most people and most companies look. That is, in the convergence of existing categories like television and the computer, the cellphone and the Internet.
Instead, opportunity lies in the opposite direction—in divergence. By following Darwin's brilliant deduction that new species arise from divergence of an existing species, the Rieses outline an effective strategy for creating and taking to market an effective brand. In The Origin of Brands, you will learn how to:
Divide and conquer
Use the theories of survival of the firstest and survival of the secondest
Harness the power of pruning
Using insightful studies of failed convergence products and engaging success stories of products that have achieved worldwide success through divergence, the Rieses have written the definitive book on branding. The Origin of Brands will show you in depth how to build a great brand and will lead you to success in the high-stakes world of branding.
Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations.
Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising.
Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why
advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility;
the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR;
advertising should only be used to maintain brands once they have been established through publicity.
Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.
This marketing classic has been expanded to include new commentary, new illustrations, and a bonus book: The 11 Immutable Laws of Internet Branding
Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today's marketplace is to build your product or service into a brand—and provides the step-by-step instructions you need to do so.
The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web. The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands. The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand.
Marketing today doesn't work. Or so says the "Aya Cola," 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 strateies that will work in the twenty-first century.
Zyman explores such topics as:
Why feel-good marketing is pointless unless it results in sales
Why marketing is a science not an art
How a well-honed strategy is more important to success than what ads say
From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big
Sam Hill & Glenn Rifkin
Published: February 15, 2000
How did the Grateful Dead use its fanatical following to build a $100 millionbrand that still thrives today? How did upstart Boston Beer Company--makers of Sam Adams--prevail over rival Anheuser-Busch without an advertising budget? And how did lams create the premium pet food market and leap from $16 million to $600 million in sales in just fifteen years, while charging twice the price of competitor Ralston-Purina? The answer: radical marketing.
In this fresh, provocative book, Sam Hill and Glenn Rifkin identify the mar-keting strategies that have enabled ten innovative companies to emerge asindustry leaders. What do these organizations have in common? Each is intune emotionally with its customer base, allowing them to glean superior marketing insight without spending millions of dollars. Each is more focused on the big picture--growth and expansion--rather than short-term profits. And,despite their current success, each started out with little more than a passion for their product. Engrossing, informative, and invaluable, Radical Marketing demonstrates how any company, large or small, can achieve unprecedented success through inventive and revolutionary tactics.
Faith Popcorn has been called "America's most highly regarded trends forecaster" (Newsday). She first identified the concepts of Cocooning, Female Think and Icon Toppling; predicted the fall of New Coke; and has helped create and market many of America's most successful new products. Her astonishingly accurate predictions are an invaluable asset to the American business world, and Clicking, which sold over 100,000 copies in hardcover, appeared on bestseller lists ranging from the New York Times and USA Today to the Chicago Tribune and Business Week.
Now Popcorn, coauthor Lys Marigold, and Popcorn's company, BrainReserve, share even more of their remarkable insights about how we will conduct our businesses and live our lives in the future. Clicking is about positioning one's business, and one's self, to be poised to take the fullest advantage of upcoming trends. Loaded with telling anecdotes and inspiring examples, packed with ideas, products and people who have successfully mastered trends, or "clicked," this up-to-the minute revised report (including a major trend not identified in the hardcover) reveals the shape of the future.
Guy Kawasaki's phenomenal success at Apple Computer and as a start-up entrepreneur was the result of an innovative approach to sales, marketing, and management called evangelism. Evangelism means convincing people to believe in your product or ideas as much as you do, by using fervor, zeal, guts, and cunning to mobilize your customers and staff into becoming as passionate about a cause as you are.
Selling the Dream is a handbook and workbook for putting evangelism into action. Kawasaki charts a complete blueprint for the beginning evangelist that covers such topics as how to define a cause (whether it is a business, like Windham Hill Records or the Body Shop, or a public interest concern, like the National Audubon Society or Mothers Against Drunk Driving), how to identify good and bad enemies, how to deliver an effective presentation, and how to find, train, and recruit new evangelists. One of the highlights of the book is a short course in developing an evangelistic business plan, illustrated by the complete, original Macintosh Product Introduction Plan.
Selling the Dream will teach you how to become a raging, inexorable thunder lizard of an evangelist -- a leader whose words will never fall on deaf ears again.