And if they do it right, we believe them. A good story is where genuine customer satisfaction comes from. It's the source of profit and it's the future of your organisation. This book shows how to discover and tell authentic stories that set you and your products or service apart from the competition.

    Meanwhile, people with important ideas--entrepreneurs, teachers, politicians, and journalists--struggle to make them "stick."In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds--from the infamous "kidney theft ring" hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony--draw their power from the same six traits.Made to Stick will transform the way you communicate. It's a fast-paced tour of success stories (and failures): the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of the Mother Teresa Effect; the elementary-school teacher whose simulation actually prevented racial prejudice.Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas--and tells us how we can apply these rules to making our own messages stick.

    Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions. Aaker offers readers step-by-step advice on what to do when confronting scenarios such as the following: • Brands are underleveraged • The business strategy is at risk because of inadequate brand platforms • The business faces a relevance threat caused by emerging subcategories • The firm's brands are tired and bland • Strategy is paralyzed by a lack of priority among the brands • Brands are cluttered and confusing to both customers and employees • The firm needs to move into the super-premium or value arenas to create margin or sales volume • Margin pressures require points of differentiation Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm's profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

    Start-Up Nation addresses the trillion dollar question: How is it that Israel -- a country of 7.1 million, only 60 years old, surrounded by enemies, in a constant state of war since its founding, with no natural resources-- produces more start-up companies than large, peaceful, and stable nations like Japan, China, India, Korea, Canada and the UK? With the savvy of foreign policy insiders, Senor and Singer examine the lessons of the country's adversity-driven culture, which flattens hierarchy and elevates informality-- all backed up by government policies focused on innovation. In a world where economies as diverse as Ireland, Singapore and Dubai have tried to re-create the "Israel effect", there are entrepreneurial lessons well worth noting. As America reboots its own economy and can-do spirit, there's never been a better time to look at this remarkable and resilient nation for some impressive, surprising clues.

    I was there too, but now I have quit my day job and make a living selling fiction. Both my initial success and the sustainability of my book sales have come from Facebook ads. In this book, you'll learn how to find the cost per click and sales volumes you'll need to hit to know if an ad is profitable. You'll learn how to target your ads and how to tweak them for maximum returns by age, gender, region. You'll see how to write plot-based ads, character based ads, pure marketing ads, the whole bit. Stop losing money every time you run and ad and instead turn them into book-selling machines.

    At the age of 37, he founded the New York-based agency that later merged to form the international company known as Ogilvy & Mather. Regarded as the father of modern advertising, Ogilvy was responsible for some of the most memorable advertising campaigns ever created. Confessions of an Advertising Man is the distillation of all the Ogilvy concepts, tactics, and techniques that made this international best-seller a blueprint for sound business practice. If you aspire to be a good manager in any business, this seminal work is a must-read.

    Now they are revealed for you to learn and use in your own business and career. A remarkable and sometimes painful part of the process is uncovering the truth about yourself, including how your self-image was shaped sometimes carelessly and perhaps even cruelly. As you grasp the influence of these “old tapes,” you see how you have unknowingly sabotaged your potential for being at the top tier of sales professionals. You may be astonished to discover what inner dialogue and even demons you now may choose to control and override. The results? You enjoy a significant advantage over those you seek to impress and persuade, and master a predictable way to reach and exceed your career, business and financial goals. The enormous benefits of self-knowledge and imaginative new tools for self-management are at the heart of the challenging and exhilarating lifelong process of implementing the Sandler Success Principles.

    A frightening and highly entertaining look into the hidden, corrupt, and dangerous world of online advertising where billions of dollars are being stolen; personal information about us is being collected and sold 24-hours a day; and important principles of a free society are being undermined.

    Joe Hagan provides readers with a backstage pass to storied concert venues and rock-star hotel rooms; he tells never before heard stories about the lives of rock stars and their handlers; he details the daring journalism (Tom Wolfe, Hunter S. Thompson, P.J. O'Rourke) and internecine office politics that accompanied the start-up; he animates the drug and sexual appetites of the era; and he reports on the politics of the last fifty years that were often chronicled in the pages of Rolling Stone magazine.Supplemented by a cache of extraordinary documents and letters from Wenner's personal archives, Sticky Fingers depicts an ambitious, mercurial, wide-eyed rock and roll fan of who exalts in youth and beauty and learns how to package it, marketing late sixties counterculture as a testament to the power of American youth. The result is a fascinating and complex portrait of man and era, and an irresistible biography of popular culture, celebrity, music, and politics in America.

    The latest scientific research reveals that the balance of bacteria in an individual’s microbiome can have a profound impact on inflammation throughout the body. In those with psoriasis or autoimmune arthritis, there is often a characteristic lack of certain beneficial bacteria that normally regulate the immune system – known as “keystone” species. This is typically coupled with an overabundance of potentially harmful bacteria that further trigger the inflammatory response. The Keystone Approach calms inflammation at the source by restoring the balance of good and bad bacteria in the microbiome. Based on an in-depth analysis of the latest scientific evidence, The Keystone Approach also explains how to optimize the Mediterranean diet for the greatest reduction in inflammation, along with providing detailed guidance for choosing supplements supported by good-quality clinical trials. ---- Rebecca Fett is a science writer with a degree in molecular biotechnology and biochemistry from the University of Sydney. She previously spent ten years as a biotechnology patent litigation attorney in New York, where she specialized in analyzing the scientific and clinical evidence for immune-targeting biologic medicines

    The author of Scientific Advertising, Claude C. Hopkins, is well known as the father of modern advertising techniques, and this book has been widely used by students of advertising and marketing. This book covers many important aspects of advertising including how advertising laws are established, mail order advertising, headlines, psychology, strategy, budgeting, and more advanced subjects like negative advertising and how to test an advertising campaign.

    Sayed Ammar Nashawani's lectures on the biographies of the fourteen infallible figures in Shi'a Islam.An invaluable resource that represents a Shi'a view of the history of Islam, the Prophet and Imams for the present day audience. This excellent book will be of benefit to many in understanding the true nature of Islam and also illustrate how the illustrious figures as representing and manifesting universal human values that can serve humanity at large

    Staff nursing in a ward where she's challenged by an inventory driven ward sister, she reckons it's time to swap such trivialities for life as a district nurse.Independent thinking is one thing, but Jane's about to find that the drama on district can demand instant reaction; and without hospital back up, she's usually the one having to provide it. She meets a rich cast of patients all determined to follow their own individual star, and goes to Edinburgh where Queen Victoria's Jubilee Institute's nurse training is considered the cr me de la cr me of the district nursing world.Call Me Sister recalls Jane's challenging and often hilarious route to realizing her own particular dream.

    In nearly every moment of our waking lives, we face a barrage of messaging, advertising enticements, branding, sponsored social media, and other efforts to harvest our attention. Few moments or spaces of our day remain uncultivated by the "attention merchants," contributing to the distracted, unfocused tenor of our times. Tim Wu argues that this condition is not simply the byproduct of recent technological innovations but the result of more than a century's growth and expansion in the industries that feed on human attention. From the pre-Madison Avenue birth of advertising to the explosion of the mobile web; from AOL and the invention of email to the attention monopolies of Google and Facebook; from Ed Sullivan to celebritypower brandslike Oprah Winfrey, Kim Kardashian and Donald Trump, the basic business model of "attention merchants" has never changed: free diversion in exchange for a moment of your consideration, sold in turn to the highest-bidding advertiser. Wu describes the revolts that have risen against the relentless siege of our awareness, from the remote control to the creation of public broadcasting to Apple's ad-blocking OS. But he makes clear that attention merchants are always growing new heads, even as their means of getting inside our heads are changing our very nature--cognitive, social, political and otherwise--in ways unimaginable even a generation ago.

    Marine, Andrew Biggio, who returned home from combat in Afghanistan and Iraq, full of questions about the price of war. He found answers from those who survived the costliest war of all -- WWII veterans. It began when Biggio bought a 1945 M1 Garand Rifle, the most common rifle used in WWII, to honor his great uncle, a U.S. Army soldier who died on the hills of the Italian countryside. When Biggio showed the gun to his neighbor, WWII veteran Corporal Joseph Drago, it unlocked memories Drago had kept unspoken for 50 years.  On the spur of the moment, Biggio asked Drago to sign the rifle. Thus began this Marine’s mission to find as many WWII veterans as he could, get their signatures on the rifle, and document their stories. For two years, Biggio traveled across the country to interview America’s last-living WWII veterans.  Each time he put the M1 Garand Rifle in their hands, their eyes lit up with memories triggered by holding the weapon that had been with them every step of the war. With each visit and every story told to Biggio, the veterans signed their names to the rifle. 96 signatures now cover that rifle, each a reminder of the price of war and the courage of our soldiers.