INDEX
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A
Advertising, 10
Advocates
for content, 90
employees as, 102
for people, 68
trust and, 41
Altruism, 32
Ambron, Patrick, 35
American Idol, 39
American Red Cross, 117–118
Apple, 63
influence and, 103
by Meyer, 136
process for, 73
republishing of, 156
searches for, 144
sharing of, 102
The Artist’s Way (Cameron), 83
Assets
branding and, 132
as idle, 36
knowledge as, 58
as physical, 37
Audiences, xvii, 38, 40, 67, 89, 97
authenticity for, 133
branding and, 122
communication with, 7, 13, 75, 161
consistency and, 64
consumables for, 113
conversion of, 150
customers and, 11
education and, 64
goals for, 103
greetings for, 105
information for, 149
listening and, 6
lives of, 5
niche target of, 135
patterns for, 61
platforms for, 154
relaying of, 117
trust and, 17
value for, 80
audiences and, 133
practice and, 33
relationships and, 60
Authority, 115
B
Beliefs, 121–122
Berlin, Mischa, 145
Beshore, Brent, 17
Bezos, Jeff, 56
Bhargava, Rohit, 47
Brain dumps, 112
assets and, 132
audiences and, 122
content and, 12
efforts for, xv
investment in, 129
for leaders, 130
risks to, 113
thought leadership and, 25–26, 57–59
Branson, Richard, 131
Bribery, 46
Brown, Brené, 54
Bruno, Annabel, 144–145
Business, 107
goals for, 161
hospitality as, 48
interactions in, 29
methodology in, 54
opportunity and, 23
philosophy and, 20
C
Cameron, Julia, 83
Careers, 125
CEOs, xv
Chouinard, Yvon, 123–124
CMOs, 11
content as, 83
through e-mail, 148
rules of, 117
thought leadership as, 134
trends in, 87
advantage of, 140
content for, 92
credibility of, 42
customers and, 40
feedback for, 69
goals for, 96
investment for, 110
media owned by, 66
sustainability for, 124
transparency and, 53
Conferences
events as, 38
experiences at, 107
networking and, 15
speakers at, xv
Connectivity, 2
for consumers, 4
identity and, 122
networking and, 36
as personal, 46
relationships through, xvii, 5–7
audience and, 64
content and, 78
creation and, 83–84
exercise for, 84–85
familiarity and, 77–85
memory and, 79–81
in messages, 153
opportunity from trust and, 18–20
with partnerships, 138
in publishing, 92
quality, credibility and, 81–83
Consumers, xvi
change and, 1–13
connectivity for, 4
interactions for, 136
internet and, 2
journeys for, 143–161
needs of, 6
as priority, 63
research by, 121
studies on, 56
trust for, 15–27
Contacts, 37
advocates for, 90
barriers to, 93
branding and, 12
as communication, 83
for companies, 92
consistency and, 78
contribution of, 101
creation of, 58, 84, 98–99, 122–123, 166
as digital, xvi, xvii, 27, 88, 108
distribution of, 42, 150–151, 166
as helpful, 144
influence and, 67
initiatives for, 133–134
investment in, 135
messages through, 87–104
onsite, 149
parties for, 134–135
personalization of, 158
quality of, 7
relationships and, 155
research for, 110
sharing of, 62
strategy for, 93–104
as thought leadership, 137
triggers for, 26, 65, 109, 111
value of, 156
Controversy, 62
Conversion, 150
Cook, Tim, 63
Cowell, Simon, 39
Creation, 111–113
of content, 58, 83–84, 98–99, 122–123, 166
genius of, 143
for leaders, 93
of opportunity, 130–131
practice for, 94–104
process for, 109–115
of company, 42
consistency and quality, 81–83
relationships and, 35
Criticism, 40
CRM. See Customer Relationship Management system
Culture, 143
Customer Relationship Management system (CRM), 8, 33, 49
Customers, 110
audience and, 11
company and, 40
data from, 109
relationships with, 78
D
Data, 90
collection of, 111
from customers, 109
Decisions, 149–150
Diagrams, 118
Distribution, 113–114
for clients, 155
as internal, 153
journey through, 143–161
personalization of, 158
publications and, 100–104
Documentation, 94–96
E
appreciation through, 45
to CEOs, xv
communication through, 148
to editor, 100
marketing through, 101
personalization of, 158
response rate for, 49
Education, 26–27
audience and, 64
content and, 27
reputation and, 136
technology and, 145
value through, 61
Waldorf style of, 144
Ehrenberg, David, 42–43
Emotion
bonds and, 18
employees and, 132
language and, 118
Employees, 137
as advocates, 102
emotion and, 132
encouragement of, 58
opportunity for, 131
receptionist as, 105
social media and, 132
Expectations, 99–100
at conferences, 107
personalization of, 47–50
writing from, 62
Expertise, 106
F
Familiarity, 24–25
consistency and, 77–85
likability and, 127
Farnsworth, Tyler, 115
Flynn, Pat, 54
Freedom, 55
Funding, 117
G
Gerber, Scott, 30
Giftology (Ruhlin), 46
for audience, 103
barriers to, 23
for business, 161
for companies, 96
documentation and, 94–96
leaders and, 80
Godin, Seth, 125
Google, 98
term micro moment by, 6
H
Haden, Jeff, 24
on likability, 72–73
webinars and, 60
Hedberg, Mitch, 139–140
Heinz, Matt, 42
Helpfulness, 22–23
content for, 144
cultivation of, 51–52
exercise in, 52
relationships and, 29–52
Hodak, Brittany, 31
Hospitality, 48
“How to Be Exceptionally Likable” (Haden), 24
Huberman, Erik, 41
Human Resources, 157
Humans. See also People
bias for, 81
coincidences and, xiii
honesty for, 54
Humility, 73
I
Ideas, 100
research and, 109–111
scale of, 38
Impact, 114–115
Industry
influence and, 103
knowledge of, 106
opportunity and, 16
publications for, 108
trends in, 155
content and, 67
industry and, 103
LinkedIn and, 77
as micro, 41
partnerships and, 66
sharing and, 157
Infographics, 154
for audiences, 149
benefits from, 37
content as, 67
as currency, 34
organization of, 97
process and, xiv
revolution of, 2
Internet
consumers and, 2
marketing and, 3
search and, 11
Investment
in branding, 129
for companies, 110
in content, 135
in team, 130
in thought leadership, 140
J
Jones, Jeff, 21
Jung, Carl, xiii
K
Kamp, Matt, 32
Kerpen, Dave, 25
Knowledge, 160
as asset, 58
extraction of, 96–97
of industry, 106
sharing of, 34–35
Krainik, Pete, 11
Kramer, Bryan, 4
Krishnan, Sumi, 122–123
L
Language, 118
Leaders, 89. See also Thought leadership
branding for, 130
content creation for, 93
failure and, 108
goals and, 80
teams of, 129
trust and, 63
Likability, 24
cultivation of, 69–71
exercise in, 75–76
familiarity and, 127
Haden on, 72–73
importance of, 68–69
practice of, 71–74
transparency and, 53–76
Luke, Maya, 134–135
M
beyond, 129–141
as digital, 25
e-mails as, 101
as inbound, 7–10
internet and, 3
studies on, 120
McKissen, Dustin, 124–126
McLellan, Drew, 31
Memory, 15
consistency and, 79–81
consolidation of, 79–80
details and, 49
mind and, xv–xvi
Messages, xiv
consistency in, 153
through content, 87–104
Meyer, Kelsey, 17
Micro-moment, 6
Mindfulness, 32
Musk, Elon, 25
N
conferences and, 15
connectivity and, 36
partnerships and, 43
sessions for, 24
sharing as, 154
trust and, 30
New Toronto Waldorf Academy, 144–145
Non-Obvious (Bhargava), 47
O
Opportunity, xvii, 21, 34, 51, 68, 160
appreciation and, xvi
awareness of, 37
business and, 23
capitalization of, 38
creation of, 130–131
for employees, 131
formula for, 19
gifting and, 46
industry and, 16
jobs and, 12
as missed, 153
planning as, 94
referrals for, 138
for self, 22–23
thought leadership as, 84
for touch points, 146
trust and consistency for, 18–20
P
Partnerships, 30
consistency with, 138
development of, 19
influence and, 66
networking and, 43
Patagonia, 124
People, 50
advocates for, 68
caring about, 29
names for, 49
recognition of, 44
relationships with, 92
resources and, 23
Perspective, 16
Philosophy, xvi
business and, 20
marketing and, 3
sharing as, 37
Popova, Maria, 109
for content creation, 94–104
habit and, 50–51
helpfulness as, 32, 33, 43, 50
humility as, 73
likability as, 71–74
scale and, 90
Preston, Alison, 79
Privacy, 53
Problems, 147–148
Profits, 119
Publications
bylines in, 68
contacts for, 37
distribution and, 100–104
as external, 152–153
industry and, 108
Purpose
focus on, 120
life’s work as, 127
reflection on, 126
Pygmalion effect, 99
Q
Quality, 81–83
talent and, 97
tools for, 101
training and, 136
authenticity and, 60
building of, xvii, 5–7, 12, 45
content and, 155
credibility and, 35
with customers, 78
derailment of, 21
helpfulness and, 29–52
with people, 92
as professional, 44
social media and, 53
transparency and, 55
trust and, 159
Research, 10
consideration and, 148–149
by consumers, 121
for content, 110
on documentation, 95
ideation and, 109–111
process for, 112
team members and, 65
University of Chicago and, 74–75
Resources, 146
library of, 163–172
people and, 23
on websites, 10
Responsibilities, 99
Roetzer, Paul, 137
Rowling, J. K., 64
S
capacity for, 12
leads for, 156
objections during, 157
content and, 87–88
of ideas, 38
practice and, 90
systems for, 114
Schools, 144
Search engine optimization (SEO), 91, 101
Search engine results page (SERP), 91
Self-awareness, 22
Self-importance, 72
Self-promotion, 59–60
SEO. See Search engine optimization
SERP. See Search engine results page
Sharing
of articles, 102
of content, 62
influence and, 157
of knowledge, 34–35
as networking, 154
as philosophy, 37
Shesto, Linda, 122
Snow, Shane, 30
Social media, 154–155
companies own, 66
employees and, 132
relationships and, 53
team for, 101
Software, 36
ad blocking and, 3
as proprietary, 65
startup in, 153
Solutions, 149
Spiegelman, Paul, 80
Sponsorships, 66
Sportsmanship, 126
Springsteen, Bruce, 18
Stezovsky, Natalie, 135
Stories, 112
Streep, Meryl, 82
Studies
on consumers, 56
on marketers, 120
on trust, 20
Sustainability, 124
Synchronicity, xiii
T
Talent, 13
Team
contributions of, 133
founders as, 17
investment in, 130
of leaders, 129
as researchers, 65
for social media, 101
thought leaders on, 58, 131, 139–141
for writing, 98
collaboration through, 140
education and, 145
women in, 136
TEDx Talk, 121
Thought leadership, 35, 79, 133
communication as, 134
content as, 137
conversion and, 150
investment in, 140
as opportunity, 84
Tools, 139
for recruitment, 101
resources and, 85, 90, 163–172
Touch points
opportunity for, 146
system of, 32
for trust, 19, 20–27, 139, 151
Transparency
likability and, 53–76
relationships and, 55
advocates and, 41
audience and, 17
barriers to, 17, 49, 54, 82, 106–107, 114
building of, 39
for consumers, 15–27
familiarity and, 82
leaders and, 63
networking and, 30
opportunity from consistency and, 18–20
relationships and, 159
studies on, 20
touch points for, 19, 20–27, 139, 151
transparency and, 56–57
understanding and, 18
U
University of Chicago, 74–75
V
Value, 60–62
addition of, 82
for audiences, 80
of content, 156
education and, 61
traits and, 75–76
Volunteering, 43–44
W
Wages, 126
Women, 136
Writing, 93
ego in, 41
experience and, 62
formalities for, 111
Krishnan and, 123
McKissen and, 124–126
rewrites and, 103
skills for, 21
as subjective, 113
team for, 98
Y
Young Entrepreneur Council (YEC), 30