Now, in this hands-on guide, Denning explains how you can learn to tell the right story at the right time. Whoever you are in the organization CEO, middle management, or someone on the front lines you can lead by using stories to effect change. Filled with myriad examples, A Leader's Guide to Storytelling shows how storytelling is one of the few available ways to handle the principal and most difficult challenges of leadership: sparking action, getting people to work together, and leading people into the future. The right kind of story at the right time, can make an organization "stunningly vulnerable" to a new idea.

    Best in the marketplace." -Steve Hayden, President, Worldwide Brand Services, Ogilvy & Mather "In 1986, the Levi's(R) Dockers(R) brand challenged the biggest fish in the men's apparel sea, Haggar. And we beat the pants off them! In his new book, Adam Morgan adroitly presents many of the same fundamental marketing principles which worked so well for us. A must read for marketing professionals." -Steve Goldstein, V.P. Marketing & Research, Levi's Brand U.S.A. Years ago, Avis was a little fish in the car rental industry. Fearing the company would be swallowed up if they didn't "try harder," Avis boldly announced its #2 status to the world through advertising-and the rest is history. Why has this approach become a marketing legend? Because there are more people who can relate to being #2, 3, or even 4, than can claim they know what it's like to be the Big Fish. There are plenty of little fish out there, circling in schools around the brand leaders they so desperately wish to surpass. Squeezed by new competition, a retreating consumer, and aggressive retailing practices, marketers of second- and third-rank brands are struggling to survive in a business environment where they have fewer resources and less control than ever before. But instead of watching-and copying-every move the Big Fish makes, these "Challenger" brands need their own set of marketing rules if they have any hopes of staying afloat and competing effectively against the leader. Eating the Big Fish is the first book that sets out to define those rules. Adam Morgan offers an innovative mental and strategic framework for those who find themselves in this new, hostile middle ground, looking for aggressive growth against the market leader. Morgan, the Joint European Planning Director of TBWA (the international advertising agency behind the campaigns for such brands as Absolut vodka, Apple computers, and Sony Playstation), has examined in detail forty of the most successful Challenger brands of the last ten years -new or relaunched brands which have achieved rapid growth (and fame) with limited marketing resources. He outlines the reasons why Challengers must think differently in order to survive, offering hands-on advice, plentiful examples, and invaluable information to help a Challenger learn how to swim out of the shadow of the Big Fish. At the heart of the book are the Eight Credos of Challenger Brands -Morgan's analysis of the common marketing strands that these Challengers seem to share, which range in scope from the need to project who you are and what you believe in (#2, Build a Lighthouse Identity) to insights about the organizational structure and focus in such companies and brands (#8, Become Idea-Centered, Rather Than Consumer-Centered). Morgan fully analyzes each Credo, discussing in detail the marketing strategy and behavior of the specific Challenger brands that have shaped the rules. He provides case studies that include both his agency's clients and other well-known brands, such as Lexus, Oakley, Fox TV, Energizer, Virgin Atlantic, Swatch, Nissan, and more. Morgan then draws the Credos together into a "Challenger Strategic Program" that can be applied to the reader's own market and brand challenge, offering a proposed outline for a two-day Off-Site Program that will attempt to kick-start the Challenger process for a core group within any marketing or management team. In addition, Morgan looks at the great Challengers of the last ten years who have gone on to become brand leaders, and shows how even the rules of brand leadership have changed -why staying #1 now means, in fact, thinking and behaving like a #2. Anyone can follow a leader. It takes a smart company to go up against the Big Fish, and Morgan's innovative, strategic program will show even the littlest fish how to make a meal out of the competition.

    But we rarely stop to think about how much impact they have on our well-being and our ability to thrive. This book shows how Appreciative Inquiry (AI) - one of the most widely used new approaches for fostering positive change for individuals, groups, organizations, and communities - can help everyone communicate better and flourish in all areas of their lives. Stavros and Torres spell out 2 practices and 5 principles to create great conversations. Each chapter is built around real-life stories of people using AI practices and principles to transform their conversations and their organizations.

    In this practical guide, legendary copywriter Joe Sugarman provides proven guidelines and expert advice on what it takes to write copy that will entice, motivate, and move customers to buy. For anyone who wants to break into the business, this is the ultimate companion resource for unlimited success.

    Packed with practical tools, research, and case studies, Leading with Cultural Intelligence breaks new ground, offering today's global workforce a specific, four-step model to becoming more adept at managing across cultures: Drive--show the interest and confidence to adapt cross-culturally Knowledge--understand how differences such as religion, family, education, legal, and economic influences affect the way people think and behave Strategy--monitor, analyze, and adjust plans in unfamiliar cultural setting Action--choose the right verbal and nonverbal behaviors, depending on context Practical and insightful, this indispensable guide shows leaders how to connect across any cultural divide, including national, ethnic, and organizational cultures.

    Wonderfully applicable to everything in life, and funny as hell.’ Nassim Nicholas TalebTo be brilliant, you have to be irrationalWhy is Red Bull so popular – even though everyone hates the taste? Why do countdown boards on platforms take away the pain of train delays? And why do we prefer stripy toothpaste?We think we are rational creatures. Economics and business rely on the assumption that we make logical decisions based on evidence.But we aren’t, and we don’t.In many crucial areas of our lives, reason plays a vanishingly small part. Instead we are driven by unconscious desires, which is why placebos are so powerful. We are drawn to the beautiful, the extravagant and the absurd – from lavish wedding invitations to tiny bottles of the latest fragrance. So if you want to influence people’s choices you have to bypass reason. The best ideas don’t make rational sense: they make you feel more than they make you think.Rory Sutherland is the Ogilvy advertising legend whose TED Talks have been viewed nearly 7 million times. In his first book he blends cutting-edge behavioural science, jaw-dropping stories and a touch of branding magic, on his mission to turn us all into idea alchemists. The big problems we face every day, whether as an individual or in society, could very well be solved by letting go of logic and embracing the irrational.

    Powerful, poetic and practical. The Servant as Leader describes some of the characteristics and activities of servant-leaders, providing examples which show that individual efforts, inspired by vision and a servant ethic, can make a substantial difference in the quality of society. Greenleaf discusses the skills necessary to be a servant-leader; the importance of awareness, foresight and listening; and the contrasts between coercive, manipulative, and persuasive power. A must-read.

    But it's not cool to talk like a geek. Even a Geek Can Speak shows anyone how to express complex ideas in ways that are simple, that connect with listeners, and that persuade. Focusing Your Message: One internet security executive won over non-technical business owners by focusing on the importance of internet security to the business world. Result: Listeners said - I'm buying that stock.Keeping it Simple: A software consultant steered clear of the technical details when pitching to a CEO and focused on three key points: saving money, security and competitiveness. Result: He won the business.Telling Stories: A telecommunications saleswoman spoke to a users' group and illustrated her points with stories, rather than dwelling too much in detail. Result: A jump in new orders.Not Looking Like a Geek: An internet executive learned to connect with his audience merely by energizing his voice. Result: He received praise unlike any he'd received before.

    Your customers don't want to walk away. They want to buy from you. So how does the brain make decisions? And what causes it to get confused? The Brain Audit shows you how the customer takes decisions. And what you need to put in place, so that the customer feels happy to buy products or services from you. The Brain Audit isn't about persuasion or any mind tricks. Instead it shows you the information that your customers need in order to make a decision. It shows you how to present that information, and thereby enable the customer to intelligently go through a purchase sequence. The Brain Audit is designed to do the following: brain_audit_benefits 1) Enable you to spot every one of the 'seven bags' that are required to make a decision 2) Present those bags to the customer in the right sequence. 3) Enable you to get the customer to buy without needing to use pressure tactics.

    In this groundbreaking book, he presents a new approach to understanding and changing couples: a fundamental social skill called “emotional attunement,” which describes a couple’s ability to fully process and move on from negative emotional events, ultimately creating a stronger relationship.Gottman draws from this longitudinal research and theory to show how emotional attunement can downregulate negative affect, help couples focus on positive traits and memories, and even help prevent domestic violence. He offers a detailed intervention devised to cultivate attunement, thereby helping couples connect, respect, and show affection. Emotional attunement is extended to tackle the subjects of flooding, the story we tell ourselves about our relationship, conflict, personality, changing relationships, and gender. Gottman also explains how to create emotional attunement when it is missing, to lay a foundation that will carry the relationship through difficult times.Gottman encourages couples to cultivate attunement through awareness, tolerance, understanding, non-defensive listening, and empathy. These qualities, he argues, inspire confidence in couples, and the sense that despite the inevitable struggles, the relationship is enduring and resilient.This book, an essential follow-up to his 1999 The Marriage Clinic, offers therapists, students, and researchers detailed intervention for working with couples, and offers couples a roadmap to a stronger future together.

    Private corner offices and management by decree are out, as is unquestioned trust in the government and media. These former pillars of traditional power have been replaced by networks of informed citizens who collectively wield more power over their personal lives, employers, and worlds than ever before. So how do you navigate this new landscape and come out on top? Adam Grant, Wharton organizational psychologist and New York Times best-selling author of Give and Take, Originals, and Option B, went to the World Economic Forum in Davos, the epicenter of power, and sat down with thought leaders from around the world, to find out.In interviews with two dozen leaders and thinkers - from top executives at Google, GM, Slack, and Goldman Sachs, to the CEO of the Gates Foundation and NASA's former chief scientist - Grant shares hard-earned insight on how to succeed in this new era of hyper-linked power. He also explores how it's reshaping everything from how employees work to how employers manage their workers, from how women rise in the office to how scientists influence policy.The combination of captivating interviews, compelling data, and Grant's unmistakably incisive and actionable analysis results in an inspiring crash course from the frontlines on the changing nature of power today.

    Your story is the most powerful asset you have at your disposal. It can cut through the noise and connect you with your customers. Content marketing is one of the most affordable and powerful digital marketing tools available to tell your story at scale. Maybe you’ve considered content marketing to tell your story, but instead of opportunity, you see setbacks. Creating content takes a lot of time and energy. How is it that some entrepreneurs can produce tons of content, run a business, and still have time to relax with their kids at the end of the day? The Story Engine provides you with a clear, concise, and actionable strategy to reap the benefits of inbound marketing. Inside you’ll learn: • How to set yourself up for content marketing success early, and how to avoid common pitfalls • Content strategy for both B2B and B2C businesses • How to use content as an influencer marketing and relationship building tool • Simple metrics to understand how your content is performing • How to use brand storytelling and transparency to drive growth for your business • Simple guides to use SEO, email automation, and paid traffic to support your content strategy and convert visitors into customers • How to automate and delegate time-consuming parts of creation, and still feel secure knowing that your content fits your unique brand. All without breaking your budget. This book also includes easy-to-use content marketing templates to help you take action right away and to get the results you want. Available free at thestoryengine.co/resources.

    Once you know the hidden meaning behind specific gestures, facial cues, stances, and body movements, you will possess a sixth sense that can be a life-changing, career-saving, trouble-shooting skill you will never leave home without! Learn how to: Take control of your own secret signalsGain trust -- and detect untrustworthinessAce a job interviewShake hands (the right way)Make a dazzling first impressionExude confidence -- even when you're not feeling itRecognize if someone is lyingUnderstand why men and women "speak" a different languageRead a face to know a person's inner emotional state...and much more.In an insightful and engaging narrative, Tonya Reiman analyzes all of the components of body language -- the languages of the face, the body, space and touch, and sound. She shows you how to become a Master Communicator with The Reiman Rapport Method, a surefire system for building an instant connection with anyone, in any situation. And she shares the experiences of her clients, from executives to politicians to relationship seekers: Learn from Cindy, a confident and ambitious manager who turned her career around by altering the subconscious messages she was sending her male colleagues...and Peter, the wedding DJ whose client list blossomed as soon as he practiced the art of social smiling!Peppered with photos and fun facts, "The Power of Body Language" is as entertaining as it is instructive. Get the power to send and receive the messages you want -- and never be left in the dark again.

    In The Choice Factory, Richard Shotton sets out to help you learn. By observing a typical day of decision-making, from trivial food choices to significant work-place moves, he investigates how our behaviour is shaped by psychological shortcuts. With a clear focus on the marketing potential of knowing what makes us tick, Shotton has drawn on evidence from academia, real-life ad campaigns and his own original research. The Choice Factory is written in an entertaining and highly-accessible format, with 25 short chapters, each addressing a cognitive bias and outlining simple ways to apply it to your own marketing challenges. Supporting his discussion, Shotton adds insights from new interviews with some of the smartest thinkers in advertising, including Rory Sutherland, Lucy Jameson and Mark Earls. From priming to the pratfall effect, charm pricing to the curse of knowledge, the science of behavioural economics has never been easier to apply to marketing. The Choice Factory is the new advertising essential.

    S. Trow's brilliant exposition on the state of American culture and twentieth-century life. Published to widespread acclaim, Within the Context of No Context became an immediate classic and is, to this day, a favorite work of writers and critics alike. Both a chilling commentary on the times in which it was written and an eerie premonition of the future, Trow's work locates and traces, describes and analyzes the components of change in contemporary America -- a culture increasingly determined by the shallow worlds of consumer products, daytime television, and celebrity heroes. "This elegant little book is essential reading for anyone interested in the demise, the terminal silliness, of our culture." -- John Irving, The New York Times Book Review; "In this elegant, poignant essay, written with the grace of a master stylist, George Trow articulates the accelerated impermanence of American culture with a precision that is both flaunting and devastating." -- Rudy Wurlitrer; "Within the Context of No Context is a masterpiece of the century that belongs on a shelf next to Theodore Adorno's Minima Moralia and Guy Debord's The Society of the Spectacle." -- Michael Tolkin; "Within the Context of No Context may appear to be a book of the mind, for it is suffused with such a keen intelligence, but it is actually a book of the heart -- passionate, brave, and stirring." -- Sue Halpern.