Updated to include two extended final chapters with in-depth prescriptions for building a career in advertising, this edition also features a real-world look at the day-to-day operations of today's ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.

    

    Instead, you start by finding the people who resonate with your message and connect with your ideas, attract them to you, and then - once the audience is there - offering them the things that will help them the most. It's one of those ideas that may seem counter-intuitive at first, but once you think about it for a few minutes, it's hard to imagine how anything else ever made sense.In the Audience Revolution, this idea is explained in detail, along with examples of how this approach to business has been used by successful businesses ranging from Netflix and Copyblogger, to celebrity consultants like Jim Collins and Scott Stratten, to best-selling authors like Seth Godin and Jeff Walker, to internationally renowned speakers like Randy Gage and Mitch Joel.Through their examples, you'll learn how you can apply this Audience First strategy to your online business, to get you better results faster, make you more profitable, and decrease your risk, all at the same time.

    But it's not easy to do. Delegating Work quickly walks you through the fundamentals of: Establishing a productive environment Assigning the right work to the right people Conducting an effective hand-off meeting Monitoring without micromanaging Don't have much time? Get up to speed fast on the most essential business skills with HBR's 20-Minute Manager series. Whether you need a crash course or a brief refresher, each book in the series is a concise, practical primer that will help you brush up on a key management topic. Advice you can quickly read and apply, for ambitious professionals and aspiring executives--from the most trusted source in business. Also available as an ebook.

      Since taking over TED in the early 2000s, Chris Anderson has shown how carefully crafted short talks can be the key to unlocking empathy, stirring excitement, spreading knowledge, and promoting a shared dream. Done right, a talk can electrify a room and transform an audience’s worldview. Done right, a talk is more powerful than anything in written form.         This book explains how the miracle of powerful public speaking is achieved, and equips you to give it your best shot. There is no set formula; no two talks should be the same. The goal is for you to give the talk that only you can give. But don’t be intimidated. You may find it more natural than you think.         Chris Anderson has worked behind the scenes with all the TED speakers who have inspired us the most, and here he shares insights from such favorites as Sir Ken Robinson, Amy Cuddy, Bill Gates, Elizabeth Gilbert, Salman Khan, Dan Gilbert, Mary Roach, Matt Ridley, and dozens more — everything from how to craft your talk’s content to how you can be most effective on stage. This is the 21st-century’s new manual for truly effective communication and it is a must-read for anyone who is ready to create impact with their ideas.

    The findings will surprise many readers and, quite frankly, upset others.The ChallengeBuilt to Last, the defining management study of the nineties, showed how great companies triumph over time and how long-term sustained performance can be engineered into the DNA of an enterprise from the very beginning. But what about the company that is not born with great DNA? How can good companies, mediocre companies, even bad companies achieve enduring greatness? The StudyFor years, this question preyed on the mind of Jim Collins. Are there companies that defy gravity and convert long-term mediocrity or worse into long-term superiority? And if so, what are the universal distinguishing characteristics that cause a company to go from good to great?The StandardsUsing tough benchmarks, Collins and his research team identified a set of elite companies that made the leap to great results and sustained those results for at least fifteen years. How great? After the leap, the good-to-great companies generated cumulative stock returns that beat the general stock market by an average of seven times in fifteen years, better than twice the results delivered by a composite index of the world's greatest companies, including Coca-Cola, Intel, General Electric, and Merck. The ComparisonsThe research team contrasted the good-to-great companies with a carefully selected set of comparison companies that failed to make the leap from good to great. What was different? Why did one set of companies become truly great performers while the other set remained only good? The FindingsThe findings of the Good to Great study will surprise many readers and shed light on virtually every area of management strategy and practice. The findings include:Level 5 Leaders: The research team was shocked to discover the type of leadership required to achieve greatness.The Hedgehog Concept (Simplicity within the Three Circles): To go from good to great requires transcending the curse of competence.A Culture of Discipline: When you combine a culture of discipline with an ethic of entrepreneurship, you get the magical alchemy of great results. Technology Accelerators: Good-to-great companies think differently about the role of technology.The Flywheel and the Doom Loop: Those who launch radical change programs and wrenching restructurings will almost certainly fail to make the leap.

    Bill Bryson’s A Walk in the Woods is one example. Richard Feynman’s “Surely You’re Joking, Mr. Feynman!” is another. Now comes Youngme Moon’s Different, a book for “people who don’t read business books.” Actually, it’s more like a personal conversation with a friend who has thought deeply about how the world works … and who gets you to see that world in a completely new light.  If there is one strain of conventional wisdom pervading every company in every industry, it’s the absolute importance of “competing like crazy.” Youngme Moon’s message is simply “Get off this treadmill that’s taking you nowhere. Going tit for tat and adding features, augmentations, and gimmicks to beat the competition has the perverse result of making you like everyone else.” Different provides a highly original perspective on what it means to offer something that is meaningfully different—different in a manner that is both fundamental and comprehensive.  Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. The MINI Cooper was launched with fearless abandon: “Worried that this car is too small? Look here. It’s even smaller than you think.”  These are players that strike a genuine chord with even the most jaded consumers. In fact, almost every success story of the past two decades has been an exception to the rule. Simply go to your computer and compare AOL and Yahoo! with Google. The former pile on feature upon feature to their home pages, while Google is like an austere boutique, dominating a category filled with “extras.” Different shows how to succeed in a world where conformity reigns…but exceptions rule.

    Depending on when you ask this controversial Princeton University guest lecturer, he might answer: "I race motorcycles in Europe." "I ski in the Andes." "I scuba dive in Panama." "I dance tango in Buenos Aires." He has spent more than five years learning the secrets of the New Rich, a fast-growing subculture who has abandoned the "deferred-life plan" and instead mastered the new currencies-time and mobility-to create luxury lifestyles in the here and now. Whether you are an overworked employee or an entrepreneur trapped in your own business, this book is the compass for a new and revolutionary world.Join Tim Ferriss as he teaches you:- How to outsource your life to overseas virtual assistants for $5 per hour and do whatever you want?- How blue-chip escape artists travel the world without quitting their jobs?- How to eliminate 50% of your work in 48 hours using the principles of a forgotten Italian economist?- How to trade a long-haul career for short work bursts and freuent "mini-retirements"?- What the crucial difference is between absolute and relative income?- How to train your boss to value performance over presence, or kill your job (or company) if it's beyond repair?- What automated cash-flow "muses" are and how to create one in 2 to 4 weeks?- How to cultivate selective ignorance-and create time-with a low-information diet?- What the management secrets of Remote Control CEOs are?- How to get free housing worldwide and airfare at 50-80% off?- How to fill the void and create a meaningful life after removing work and the office

    But with a typical price tag of $5,000 to $10,000 for a usability consultant to conduct each round of tests, it rarely happens. In this how-to companion to Don't Make Me Think: A Common Sense Approach to Web Usability, Steve Krug spells out an approach to usability testing that anyone can easily apply to their own web site, application, or other product. (As he said in Don't Make Me Think, "It's not rocket surgery".)In this new book, Steve explains how to: -Test any design, from a sketch on a napkin to a fully-functioning web site or application-Keep your focus on finding the most important problems (because no one has the time or resources to fix them all)-Fix the problems that you find, using his "The least you can do" approachBy pairing the process of testing and fixing products down to its essentials (A morning a month, that's all we ask ), Rocket Surgery makes it realistic for teams to test early and often, catching problems while it's still easy to fix them. Rocket Surgery Made Easy adds demonstration videos to the proven mix of clear writing, before-and-after examples, witty illustrations, and practical advice that made Don't Make Me Think so popular.

    Companies, large and small, will benefit from the practical planning and creative content marketing tactics in this book that have been proven to increase online performance across marketing, public relations, and customer service. Learn to incorporate essential content optimization and social media engagement principles thereby increasing their ability to acquire and engage relevant customers online."Optimize" provides insights from Lee Odden, one of the leading authorities on Content and Online Marketing. This book explains how to: Create a blueprint for integrated search, social media and content marketing strategyDetermine which creative tactics will provide the best results for your companyImplement search and social optimization holistically in the organizationMeasure the business value of optimized and socialized content marketingDevelop guidelines, processes and training to scale online marketing success"Optimize" offers a tested approach for a customer-centric and adaptive online marketing strategy that incorporates the best of content, social media marketing, and search engine optimization tactics.

    But what if everyone is wrong?In their acclaimed bestseller The Challenger Sale, Matthew Dixon and his colleagues at CEB busted longstanding myths about sales. Now they've turned to a new vital business subject - customer loyalty - with a book that turns conventional wisdom on its head.Companies devote untold time and resources trying to dazzle customers. Yet CEB's careful research proves that is wildly overrated: loyalty has a lot more to do with how well companies deliver on their basic promises than on how dazzling the service experience might be. Forget bells and whistles and just solve your customer's problems. The Effortless Experience lays out the four pillars of a low-effort customer experience, with robust data, in­sights and profiles. Here are tools and templates you can start applying right away to improve service, reduce costs, and ultimately generate the elusive loyalty that the 'dazzle factor' fails to deliver.The rewards are there for the taking, and the pathway to achieving them is now clearly marked.'A business detective story, in which cherished truths are systematically investigated-and frequently debunked' -Dan Heath, coauthor of Decisive, Switch, and Made to StickMatt Dixon is Executive Director of the Sales & Service Practice at CEB. He is a frequent contributor to the Harvard Business Review, and his previous book, The Challenger Sale, was a Wall Street Journal bestsellerNick Toman is Senior Director of Research for CEB's Sales & Services Practice and is a frequent contributor to the Harvard Business Review.Rick DeLisi is Senior Director of Advisory Services for CEB's Sales & Service Practice and a noted public speaker and facilitator.

    On top of that, today’s graduates are looking not only for good jobs but for positions that will help them launch careers in which they can grow and flourish. But knowing what to look for and how to actually land a great job is notoriously hard when you're trying to get an interview, worrying about money, and trying position yourself for advancement.   Based on an in-depth survey of thousands of graduates and young professionals, and hundreds of interviews with leaders in business and the nonprofit sector – not to mention James Citrin’s decades of experience as a senior partner at the premier executive search firm Spencer Stuart -- The Career Playbook offers recent graduates and aspiring young professionals actionable advice for thriving in the workplace. From his practical tips on creating a winning LinkedIn profile and resume, generating valuable introductions, nailing interviews, and negotiating compensation, to strategic advice on the arc of your career, the importance of relationships, how to cultivate a mentor, and knowing when to change jobs or industries, Citrin provides an invaluable guide to the most urgent questions that are at the heart of every person’s career deliberations.   Packed with first person advice from graduates and young professionals themselves, as well as the perspective of seasoned executives on how to thrive in your career, The Career Playbook is an essential resource for landing and launching your optimal job.

    The only diploma that hangs in Warren Buffett’s office is his certificate from Dale Carnegie Training. Lee Iacocca credits Carnegie for giving him the courage to speak in public. Dilbert creator Scott Adams called Carnegie’s teachings “life-changing.” In today’s world, where more and more of our communication takes place across wires and screens, Carnegie’s lessons have not only lasted but become all the more critical. Though he never could have predicted technology’s trajectory, Carnegie proves a wise and helpful teacher in this digital landscape. To demonstrate the many ways his lessons remain relevant, Dale Carnegie & Associates, Inc., has reimagined his prescriptions and his advice for this difficult digital age. We may communicate today with different tools and with greater speed, but Carnegie’s advice on how to communicate, lead, and work efficiently remains priceless across the ages.

    The reality is that most innovations come from a process of rigorous examination through which great ideas are identified and developed before being realized as new offerings and capabilities.This book introduces the idea of design thinking‚ the collaborative process by which the designer′s sensibilities and methods are employed to match people′s needs not only with what is technically feasible and a viable business strategy. In short‚ design thinking converts need into demand. It′s a human−centered approach to problem solving that helps people and organizations become more innovative and more creative.Design thinking is not just applicable to so−called creative industries or people who work in the design field. It′s a methodology that has been used by organizations such as Kaiser Permanente to icnrease the quality of patient care by re−examining the ways that their nurses manage shift change‚ or Kraft to rethink supply chain management. This is not a book by designers for designers; this is a book for creative leaders seeking to infuse design thinking into every level of an organization‚ product‚ or service to drive new alternatives for business and society.

    Things a Little Bird Told Me From GQ's "Nerd of the Year" to one of Time's most influential people in the world, Biz Stone represents different things to different people. But he is known to all as the creative, effervescent, funny, charmingly positive and remarkably savvy co-founder of Twitter-the social media platform that singlehandedly changed the way the world works. Now, Biz tells fascinating, pivotal, and personal stories from his early life and his careers at Google and Twitter, sharing his knowledge about the nature and importance of ingenuity today. In Biz's world: Opportunity can be manufactured Great work comes from abandoning a linear way of thinking Creativity never runs out Asking questions is free Empathy is core to personal and global success In this book, Biz also addresses failure, the value of vulnerability, ambition, and corporate culture. Whether seeking behind-the-scenes stories, advice, or wisdom and principles from one of the most successful businessmen of the new century, Things a Little Bird Told Me will satisfy every reader.