Chapter 1: UnSelling
Chapter 2: Joshie is Branding
Chapter 3: Funnel Vision
Chapter 4: Scott’s remedies for funnel vision
Chapter 5: Pulse
Chapter 6: Air Canada vs. Westjet.
Chapter 7: External Pulse Factors and Trends
Unpaid internships are the new barrel suit
Chapter 8: Our Return Policy Is For You To Not Return
Chapter 9: Taking the Customer Pulse
Internal customer factors and AIM
Chapter 10: Are you in the customer tolerating business?
Chapter 11: Internal Factors and AIM
Chapter 12: Aspiring to be a Jedi
Chapter 13: Information
Open Plan Offices Make People Unhappy
Chapter 14: Motivation
Chapter 15: Why there will be a whole lot less check ins in Boston
It’s not me, it’s you
Chapter 17: Avoid the brand attack
Chapter 18: The Three Types of Pulse We Need To Pay Attention To
Chapter 19: The Game Of Loyalty
Chapter 20: What Really Matters in Branding
Chapter 21: The Pulse of an UnAwesome Industry
Chapter 22: Kitestring
Chapter 23: Taking My Pulse
Chapter 24: Big Ass Chapter
Chapter 25: Direct vs Moral Offense
Chapter 26: Offensive Real Estate
Chapter 27: The Moral Offense
Chapter 28: The Politics Of Engagement
Chapter 29: Insubordinate customers
Chapter 30: Outrage Outreach
Chapter 31: The impenetrable brand
Chapter 32: Pivot
Chapter 33: Hiring at Rock Bottom
Chapter 34: From the walkman, to the ipod
Chapter 35: Why I didn’t invent Spanx
Chapter 36: What happens when you Pivot and no one notices?
Chapter 37: Netflix vs Blockbuster
Chapter 38: The Secret World of Book Publishing
Chapter 39: CrowdFunding
They Built A Solid Brand
They Built A Customer Base
They Built Relationships
They Got Momentum Early
IMPORTANT: They Had A Realistic Funding Goal
They Got Press Early
They Spent Time/Money On An Awesome Video!
They Offered A Great Product
Then, Make Sure You Deliver
Chapter 40: Customer reviews - the good, the bad and the future.
Chapter 41: Beware Of Mountain Climbers Who Sell Equipment
Chapter 42: Social Media by the Dozen
Social media explained By @EliLanger on Twitter
Chapter 43: What Really Matters in Social
Chapter 44: Who polices the police presentations?
Chapter 45: How Not to Apologize
Step one: Social media fark up.
Step two: Initial half-ass apology:
Step 3: The “Oh crap, this is really taking off” apology
Step four: SHUT IT DOWN!!!! SHUT IT DOWN!!!!
Step five: Blame hackers/virus/research
Step Six. Known from here on out as pulling a Miller.
Chapter 46: Lack of Tartar Sauce Tact
Chapter 47: Your community is an allen key
Chapter 47: Return the Brand High-Five
Chapter 49: Stopping the Share
Flattening Out Word Of Mouth
The Choice Not To Share
The Sharing Group Hula Hoop
No Photos Please
Pin The Tail On The Brand
Chapter 50: The Value of a Read aka Sensational Headlines are Evil
Chapter 51: AVOID THE CLEANSE: HOW TO KEEP YOUR SUBSCRIBERS
Recognized, Relevance, Relationship
The best way to get your email opened is to write content worthy of being opened.
Chapter 52: Should you Trade in Trade Shows?
Chapter 53: What Really Matters in Speaking
Chapter 54: What Really Matters in Podcasting
Chapter 55: What Really Matters in Blogging
1. No ROI
2. Industry regulations
3. No time
5. I’m scared of negative comments and reactions.
Chapter 56: Company created community
Chapter 57: Forty Creek
Chapter 58: Passive vs Active Exposure
Chapter 59 - The Inner Social Circle.
Chapter 60: Social Media Success is None of your Brand’s Business
Chapter 61: Conclusion