- Cover
- Contents
- Title
- Copyright
- Dedication
- Preface
- Chapter 1: History
- Chapter 2: The Need for Laddering
- Chapter 3: Laddering Defined
- Chapter 4: The Steps to Laddering
- Step 1: Have a Broad Conversation
- Step 2: Document Their Environment
- Step 3: Talk to Enough Consumers Until You Have Talked to Enough Consumers
- Step 4: Make Sure You Are Talking to the Right Person (or People)
- Step 5: Keep Your Data and Your Information Clean
- Step 6: Keep the Conversation on the Topic at Hand; Avoid Distractions
- Step 7: Your Results Should Make Sense at a High Level
- Chapter 5: Confirming and Fine-Tuning Your Ladders
- Chapter 6: Latticing: Finding the Overlap in Ladders
- Chapter 7: Lensing
- Understanding Your Brand
- Breaking Down Internal Barriers
- Influence and Affirmation Has Changed the Buyer’s Journey
- Stop Trying to Change Consumer Behavior
- Staying Top of Mind versus Acquisition and Support
- Content Source and Distribution Are Paramount
- Identify the Primary and Secondary Clusters
- The Result—Actionable Project Briefs, Product Roadmaps, and RFPs
- Chapter 8: Practical Application of Laddering
- Chapter 9: The Way Forward
- Index
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