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END USER LICENSE AGREEMENT
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END USER LICENSE AGREEMENT
by Adam Ferrier, Jen Flemming
Stop Listening to the Customer
Cover
dedications and thanks
preface: getting from awkward to awesome
Introduction
A confession
Note
chapter 1 stop the consumer obsession
Why do all cars look the same?
Love him or loathe him, Steve Jobs had vision
Customer obsession
Customer Obsession is Over
Notes
chapter 2 consumers lie
Lying makes life better
Bad men do what good men dream
Why did you buy those shoes?
The three big issues with research
Does behaviour lie?
It's a wrap
Notes
chapter 3 listening to the consumer eliminates value
Dinner with Gladwell
Consumer in Control
Don't let this thought slide by
Notes
chapter 4 listening to the consumer makes your business homogeneous
Listen to Forrester. CX is dangerous
How we buy just about anything
The consumer wants your category, not you
Fear the power of tradition
Notes
chapter 5 they who hear their brand
Hearing IKEA
The effort paradox
What about Apple?
Tourism Australia
A bit of romance
Art Series Hotels
Along came ALDI
Hear the brand
Notes
chapter 6 create the category
Making sex better
Bending an established category into a new shape
Stretching a pre-existing brand
Be the category
Note
chapter 7 define the brand
A brand I'm particularly proud of
The Great Brand Positioning Rumble
The practical attack on brand positioning
Defining Vegemite
Now that everyone knows the brand …
It starts with the brand
Note
chapter 8 gonzo marketing 1: fire the CEO
Gonzo marketing
Corporate governance and me
Inside out with superannuation
Do we need a marketing department?
Do you need a CEO?
Trade secrets
Think gonzo
chapter 9 gonzo marketing 2: put the customer second
Your employees are media
Embrace internal engagement
Tackling the faceless ride-share companies
The tech startup and branding from the inside out
Customers are Number 2
Notes
chapter 10 embracing the negative
The yin yang symbol is not just a cool tattoo
Dirt is creativity
Wabi-sabi is not just a sushi restaurant
We all cast a shadow
Negative emotions
Negative cognitions
The alternative to perfect
Embrace your weakness
Celebrate flaws
Notes
chapter 11 creating weakness
1. Force friction
2. Be wasteful
3. Make mistakes
4. Make a mess
Don't forget this
Notes
chapter 12 ask what your consumer can do for you
Attitude follows action
The Aesop effect
s p a c e
Doing nothing does harm
So will you do something for me?
Notes
chapter 13 the closing argument
appendix: the ‘how cool are you' questionnaire
about the authors
Index
END USER LICENSE AGREEMENT
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Index
WILEY END USER LICENSE AGREEMENT
Go to
www.wiley.com/go/eula
to access Wiley’s ebook EULA.
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