The Fortune Cookie Principle: The 20 Keys to a Great Brand Story and Why Your Business Needs One


Bernadette Jiwa - 2013
    Urgent, leveraged and useful, it will change your business like nothing else." SETH GODIN —Author The Icarus DeceptionIt's not how good you are. It's how well you tell your story.Big corporations might have huge marketing and advertising budgets but you’ve got a story. Your brand story isn't just what you tell people. It's what they believe about you based on the signals your brand sends. The Fortune Cookie Principle is a brand building framework and communication strategy consisting of 20 keys that enable you to begin telling your brand’s story from the inside out. It’s the foundation upon which you can differentiate your brand and make emotional connections with the kind of clients and customers you want to serve.The most successful brands in the world don’t behave like commodities and neither should you. A great brand story will make you stand out, increase brand awareness, create customer loyalty and power profits. Isn't it time to gave your customers a story to tell? The Fortune Cookie Principle will show you how.ADVANCE PRAISE FOR THE FORTUNE COOKIE PRINCIPLE"It's so easy to overcomplicate what great brands and new businesses need to do to resonate with their consumers. The simple questions asked in this book help you to de-mystify that process. It encourages you to think beyond what you do to why you do it and why that matters to your customers. Had this been available when I was driving Sales and Marketing Capabilities in my past corporate life at Cadbury Schweppes, this would have been recommended reading. Now I'm an entrepreneur I simply apply these principles each and every day." Wendy Wilson Bett—Co-Founder Peter's Yard"Yes, you need a great product, but without a compelling story, success is improbable. The 'Fortune Cookie Principle' is an easy-to-read guide that will help any marketer or business owner begin to ask the right questions about the stories they tell. Bernadette includes dozens of examples and questions to get your storytelling ship in the right order. Let's face it...telling compelling stories to attract and retain customers is not easy. Most brand marketers are not great storytellers. This book will give you a new perspective on your marketing, and help you move from talking about yourself to talking about things your customers actually care about. Then, and only then, will your marketing actually work in today's consumer-led economy."Joe Pulizzi—Founder Content Marketing Institute"The wisdom in this book is better than any fortune. Read and apply!"Chris Guillebeau—Author $100 Startup“This book is an inspiration. Bernadette ignites real-world experience with a true passion for helping businesses move to the next level.”Mark Schaefer—Author Return on Influence"Full of inspiring stories about what makes businesses unique (and successful) in today's supersaturated markets."David Airey —Author Work For Money, Design For Love.“If you're someone who cares about why you do what you do and how you do it, this book is for you.” Tina Roth Eisenberg—Founder of Tattly

When I Was a Slave: Memoirs from the Slave Narrative Collection


Norman R. Yetman - 2002
    One of the group's most noteworthy and enduring achievements was the Slave Narrative Collection, consisting of more than 2,000 transcripts of interviews with former slaves, who, in blunt, simple words, provided often-startling first-person accounts of their lives in bondage. This book reprints some of the most detailed and engrossing life histories in the collection. Each narrative is complete.Thirty-four gripping testimonies are included, with all slave occupations represented — from field hand and cook to French tutor and seamstress. Personal treatment reported by these individuals also encompassed a wide range — from the most harsh and exploitative to living and working conditions that were intimate and benevolent.An illuminating and unique source of information about life in the South before, during, and after the Civil War, these memoirs, most importantly, preserve the opinions and perspective of those who were enslaved. Invaluable to students, teachers, and specialists in Southern history, this compelling book will intrigue anyone interested in the African-American experience.

Simply Brilliant: How Great Organizations Do Ordinary Things in Extraordinary Ways


William C. Taylor - 2016
    Today, the way to win big, argues bestselling author William C. Taylor, is to relentlessly rethink the everyday. The unthinking assumptions your industry makes about its processes and its customers are ripe territory for innovation. Taylor goes inside nineteen unique organizations that have become unlikely change agents in their otherwise humdrum fields. For example: ·At a 150-bed hospital in Anchorage, Alaska, a shift in language helped the staff feel more invested in patient health--and produced extraordinary health outcomes in the local Native American community. ·Miami Beach's 1111 Lincoln Road is a parking garage that also serves as a wedding venue, apartment complex, shopping center, and social hub.·USAA, which provides insurance to military officers, teaches salespeople empathy through a simulated overseas deployment in which they subsist on MREs (Meals Ready to Eat) and don Kevlar vests.·Pal's Sudden Service, a cult favorite fast-food restaurant, delivers unmatched speed and order accuracy thanks to its unique approach to employee training. Taylor reveals that these businesses share a set of core principles that help them pioneer unlikely innovation: They strive to be the only ones doing what they're doing instead of competing in crowded fields; they don't let past experience limit what they can imagine; they seek ways to be kind as well as clever; and they share they value they create with those who helped create it. By embracing these strategies, Taylor argues, leaders in any industry will be well on their way to upending the status quo, and finding opportunity where competitors didn't or couldn't look.

Introducing Statistics: A Graphic Guide


Eileen Magnello - 2005
    For the media, statistics are routinely 'damning', 'horrifying', or, occasionally, 'encouraging'. Yet, for all their ubiquity, most of us really don't know what to make of statistics. Exploring the history, mathematics, philosophy and practical use of statistics, Eileen Magnello - accompanied by Bill Mayblin's intelligent graphic illustration - traces the rise of statistics from the ancient Babylonians, Egyptians and Chinese, to the censuses of Romans and the Greeks, and the modern emergence of the term itself in Europe. She explores the 'vital statistics' of, in particular, William Farr, and the mathematical statistics of Karl Pearson and R.A. Fisher.She even tells how knowledge of statistics can prolong one's life, as it did for evolutionary biologist Stephen Jay Gould, given eight months to live after a cancer diagnoses in 1982 - and he lived until 2002. This title offers an enjoyable, surprise-filled tour through a subject that is both fascinating and crucial to understanding our world.

The Art and Science of Low Carbohydrate Performance


Jeff S. Volek - 2012
    But actually, it is much much more than that. The keto-adapted athlete benefits from superior fuel flow not only when nearing glycogen depletion, but also during training, recovery, and in response to resistance exercise as well."On a well designed ketogenic diet as recommended by Jeff and Steve, I consume up to 4200 Calories per day while maintaining 6-7% body fat. This transformation has increased my power to mass ratio and allows a high level of performance in a range of activities. Equally if not more important is the efficiency with which I operate in every facet of my life. My energy level in the keto-adapted state is constant and nver undulates." Tony Ricci, MS, CSCS, LDN, CISSN, CNS. High Performance Coach/Sports Nutritionist

What I Didn't Learn in Business School: How Strategy Works in the Real World


Jay B. Barney - 2010
    He's a new MBA graduate who's landed a job with a strategy consultancy. His engagement team is on a mission: help HGS Inc., a specialty chemicals firm, define and execute a strategy for exploiting a textile technology the company developed.Justin and his team deploy state-of-the-art strategy tools to analyze the attractiveness of potential markets for the technology. But they soon realize the tools don't help them grapple with the human side of strategy--including political forces swirling within HGS. Everyone involved in the engagement is biased and insecure, brilliant and hardworking, selfish and lazy, loyal and dedicated.Justin and his cohorts aren't "real"--What I Didn't Learn in Business School is a business novel. But they're realistic: they're just like us. Their story reveals the limitations of strategy tools and demonstrates tactics for navigating the messy, human dynamics that can make or break a company's strategy efforts.This engaging book uses the power of story to present potent lessons for anyone seeking to excel at strategy management. It's a compelling read--whether you're an MBA grad struggling to apply what you learned or in the fray and eager to see what MBAs get wrong when they land in the real world.

Starting at Zero


Jimi Hendrix - 2013
    The sheer impact and originality of his music and his unique mastery of the guitar placed him forever amongst musical giants. But what of the man behind the public image? Modest and intensely private by nature, Jimi was shrouded in intrigue from the moment he first came into the public eye, and the mystery has only grown with time.Much has been written about him by experts, fans, and critics, some of it true and some of it not. He did, however, leave his own account of himself, locked away like a Chinese puzzle in his many interviews, lyrics, writings, poems, diaries, and even stage raps. Starting at Zero brings all these elements together in narrative form. The result is an intimate, funny, and poetic memoir-one that tells, for the first time, Jimi's own story as only he could tell it.

Marvel Rising: Heroes of the Round


Nilah Magruder - 2019
    Marvel need allies to help protect their home turf - and they know just who to call. When Miles Morales, the Inhuman Inferno and former S.H.I.E.L.D. agent Daisy Johnson rise to the challenge, they're sure to have Morgan on the ropes. Unless, of course, she sends a giant horde of monsters after them! Don't miss the return of the titanic team-up that's got everyone talking!COLLECTING: MARVEL RISING (2019) #1-5

The Business of Belief: How the World's Best Marketers, Designers, Salespeople, Coaches, Fundraisers, Educators, Entrepreneurs and Other Leaders Get Us to Believe


Tom Asacker - 2013
    But I hope it takes you, like me, a long time to read it. The Business of Belief earns the word 'profound'-every sentence should be savored." -Tom Peters"Is this about marketing, life, spirituality, history, change or sales? Yes. A little book with a big idea." -Seth Godin, author of The Icarus Deception"This instant classic provides the key to motivating yourself, your friends, your family, your coworkers and your customers. A must read." -Inc. MagazineIn this thought-provoking and entertaining book, Tom Asacker, author of Sandbox Wisdom and A Clear Eye for Branding, pulls back the curtain on the workings of the mind and reveals the hidden logic to motivating behavior, both in ourselves and in others.Whether you are launching a new brand or marketing campaign, selling products and services, coaching individuals or leading a team, this book will shatter your assumptions about leadership and the art of influence, and give you the invaluable insights required to understand and move others.The Business of Belief is Tom Asacker's most compelling-and important-book yet. It will fundamentally change the way you think about your work and your life. Use it as your companion and as a guide in this fast-paced world overwhelmed by complexity and choice.The next big idea in business is BELIEF.

How to Write Seductive Web Copy: An Easy Guide to Picking Up More Customers


Henneke Duistermaat - 2013
    

The Man Who Lied to His Laptop: What We Can Learn about Ourselves from Our Machines


Clifford Nass - 2010
     Books like "Predictably Irrational" and "Sway" have revolutionized how we view human behavior. Now, Stanford professor Clifford Nass has discovered a set of rules for effective human relationships, drawn from an unlikely source: his study of our interactions with computers. Based on his decades of research, Nass demonstrates that-although we might deny it-we treat computers and other devices like people: we empathize with them, argue with them, form bonds with them. We even lie to them to protect their feelings. This fundamental revelation has led to groundbreaking research on how people should behave with one another. Nass's research shows that: Mixing criticism and praise is a wildly ineffective method of evaluation Flattery works-even when the recipient knows it's fake Introverts and extroverts are each best at selling to one of their ownNass's discoveries provide nothing less than a new blueprint for successful human relationships.

500 Social Media Marketing Tips Essential Advice Hints and Strategy


Andrew Macarthy - 2012
    In addition, you'll gain access to over 100 (and growing!) FREE social media video tutorials.

The End of Competitive Advantage: How to Keep Your Strategy Moving as Fast as Your Business


Rita Gunther McGrath - 2013
    Dramatic changes in business have unearthed a major gap between traditional approaches to strategy and the way the real world works now.In short, strategy is stuck. Most leaders are using frameworks that were designed for a different era of business and based on a single dominant idea—that the purpose of strategy is to achieve a sustainable competitive advantage. Once the premise on which all strategies were built, this idea is increasingly irrelevant.Now, Columbia Business School professor and globally recognized strategy expert Rita Gunther McGrath argues that it’s time to go beyond the very concept of sustainable competitive advantage. Instead, organizations need to forge a new path to winning: capturing opportunities fast, exploiting them decisively, and moving on even before they are exhausted. She shows how to do this with a new set of practices based on the notion of transient competitive advantage.This book serves as a new playbook for strategy, one based on updated assumptions about how the world works, and shows how some of the world’s most successful companies use this method to compete and win today.Filled with compelling examples from “growth outlier” firms such as Fujifilm, Cognizant Technology Solutions, Infosys, Yahoo! Japan, and Atmos Energy, The End of Competitive Advantage is your guide to renewed success and profitable growth in an economy increasingly defined by transient advantage.

What Customers Crave: How to Create Relevant and Memorable Experiences at Every Touchpoint


Nicholas J. Webb - 2016
    How well do you know your customers What Customers Crave examines how the hyper-connected economy is radically changing consumer expectations, and reveals what companies need to do to stay on top. The solution rests on two simple questions: What do your customers love? What do they hate? Find the answers, and you’re well on your way to success.Jam-packed with tools and examples, What Customers Crave helps you reinvent how you engage with customers (both digitally and non-digitally) and:● Gain invaluable insights into who they are and what they care about● Use listening posts and Contact Point Innovation to refine customer types● Engineer experiences for each micromarket that are not only exceptional, but insanely relevant● Connect across the five most important touchpoints● Co-create with your customers● And much moreWhen you learn to provide your customers with exactly what they want, they not only buy—they come back again and again…and bring their friends.

Introducing Epigenetics: A Graphic Guide


Cath Ennis - 2017
    We’ll look at what identical twins can teach us about the epigenetic effects of our environment and experiences, why certain genes are 'switched on' or off at various stages of embryonic development, and how scientists have reversed the specialization of cells to clone frogs from a single gut cell. In Introducing Epigenetics, Cath Ennis and Oliver Pugh pull apart the double helix, examining how the epigenetic building blocks and messengers that interpret and edit our genes help to make us, well, us.