- Cover
- Title Page
- Copyright
- Dedication
- Chapter 1: Why Magnetic Matters
- Chapter 2: The Power of Word of Mouth
- Chapter 3: The Hard Work of Making It Simple
- Chapter 4: The Three Things You Want Them to Say
- Chapter 5: The Three Things You Must Get Right
- Chapter 6: The Best Idea Ever
- Chapter 7: Better Beats Different
- Chapter 8: From Magnetic to Irrelevant
- Chapter 9: Never Stop Improving
- Chapter 10: The Magnetic Mind-Set
- Chapter 11: The St. Paul Saints: It's All Word of Mouth
- Chapter 12: A Magnet Needs a Market
- Chapter 13: Lessons from a Startup Magnet
- Chapter 14: Who Moved My Market?
- Chapter 15: You're Fired!
- The Common (and Fatal) Mistakes That Businesses Make
- Joe Calloway Fired a Phone Company
- Mark Sanborn Fired a Restaurant
- Larry Winget Fired the Garage Door Company, the Air Conditioning Company, and His Doctor
- Randy Pennington Fired the Lawn Service
- Scott McKain Fired The Oncologist
- It Wasn't the Lack of a “Wow” Factor
- Famous Last Words
- Chapter 16: Magnetic Connections
- Chapter 17: Losing Your Magnetic Mojo
- Chapter 18: The Amazing, Simple, Overlooked Advantage
- Chapter 19: Tomorrow's Magnetic Business
- The Pace of Change Will Increase
- Your Customers Just Changed
- If You Make Customers or Potential Customers Wait, You Lose
- Your Customers Are Superconnected
- Every Person in Your Organization Must Have a Customer Focus
- You Have to Change from Talking to the Market to Talking with the Market
- Sell Me Stuff I Want
- Don't Appeal to a Demographic. Appeal to Me.
- Having the Right Technology Is Great. Having the Right People Is Better.
- “Simple and Easy” Is the New Added Value
- Use Video
- Win on the Basics
- Index
- End User License Agreement
Dedication
This book is dedicated to Ellen Bush, Bob Calloway, and John Calloway.
Family is everything.
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