INDEX
The page numbers in this index refer to the printed version of this book. The link provided will take you to the beginning of that print page. You may need to scroll forward from that location to find the corresponding reference on your e-reader.
ability to scale, 167
cost and worth of, 170
online, 168–169
community and, 138
as customer’s choice, 140
fashion and, 138
questions and statements of those who care about, 135–36
sending affiliation signals, 139
wants of affiliation seekers, 160
agent, getting an, 239–40
Alcoholics Anonymous, 197, 198
Alinsky, Saul, 233–34
Anderson, Chris, 211–12
Apple, 151–152
assertions, 80–81
AT&T, 154
Atwood, Jeff, 71
authenticity
emotional labor versus, 75–76
myth of, 73–74
bargains, purchases as, 43–44
Basa, Tuma, 194
Beer Advocate website, 42
beliefs, 49–50
Be More Chill (play), 51–52
Berry’s Freckle Ointment, 66
“better,” search for, xvi, 42–64, 244
Blank, Steve, 33
blue ribbons case study, 104–5
Borchetta, Scott, 96–97
boring products and services, 84–85
boss, marketing to your, 243
brand marketing, 12, 170–73, 174–75
direct marketing, distinguished, 171–72
specificity in, 175
types of, 174
brands, 153–55
Brown, James, 74
business plans, 141–44
business to business (B2B) marketing, 227–29
By the Way Bakery, 26–27
Cacace, Claudia, 52
Calderwood, Dove, 52
capitalism, 143
case studies
agent, getting an, 239–40
Be More Chill, 51–52
blue ribbons, 104–5
boss, marketing to your, 243
Facebook, 223–24
gay marriage in Ireland, 109
lions/Maasai warriors, 126–27
National Rifle Association (NRA), 241–43
Open Heart Project, 39–41
Penguin Magic, 6–8
Robin Hood foundation, 111–12
Stack Overflow, 70–72
Tesla, 240–41
Union Square Hospitality Group (USHG), 186–88
VisionSpring, 15–19
Witchsy.com, 152–53
chasm in Rogers curve, bridging, 216–25
cheap pricing, 182
Clow, Lee, 151
Coca-Cola, 166
commodity work, going beyond, 65–76
conspiracy theorists, 49–50
Costco, 155
critics/criticism, 97–99
culture
capitalism and, 143
as strategy, 13
“us” defined as, 108
curiosity, 50–51
customer contribution, 162–63
customers
“better” as determined by, 45–46
choices consumer has, 53–54
customer development, 33–34
customer traction, 33–34, 91–92
producing products and services for customers you seek to serve, 5–6
shameless marketing mind-set and, 4–5
smallest viable market (See smallest viable market)
status and (See status)
as students, 36
worldview and desires of, understanding, 5
DailyCandy, 192
desired audience, 98
brand marketing, distinguished, 171–72
cost element, 208–10
lifetime value of customer, determining, 207–8
online, 173
sustainable direct marketing funnel, 205–7
as customer’s choice, 140
questions and statements of those who care about, 136
sending dominion signals, 138–39
wants of dominance seekers, 160
dreams/desires, 77–88
DuckDuckGo, 73
Dunkin’ Donuts, 28–29
Dwyer, Kate, 152
early adopters. See neophiliacs
edges/extremes, finding, 46, 54, 58, 59–60, 86
elite institutions, 110–11
emotional labor, 75–76
emotions
branding and, 60–61
delivering, 21
See also dreams/desires
empathy, 1, 12, 42–44, 76, 99–101
enrollment, 159
exclusive institutions, 110–11
experiences, creating, 22
Expert Exchange, 71
Facebook, 171–72, 205–6, 223–24
fame, 201–2
fax machines, 89–90
FDA, 66
fear and tension, distinguished, 118–19
FedEx, 66
Feedblitz, 63
feelings, delivering, 21
free, 183–84
freedom
of better, 62–63
personal, 61–62
frequency, 175–77
funnel model, 203–29
Ganz, Marshall, 231
Garcia, Jerry, 95
Gartner Hype Cycle, 219–21
gay marriage in Ireland case study, 109
Gazin, Penelope, 152
Gladwell, Malcolm, 110
goals, 165–67
Godfather, The (movie), 124–25
going-out-of-business sales, 119–20
good enough, 244–45
Google, 72, 155, 171–72, 205–6
Grateful Dead, 94–96
Green Lantern. See Jordan, Hal
Hamilton (play), 93–94
Hanks, Tom, 135
Harry Potter and the Sorcerer’s Stone (Rowling), 97
Hazzah, Leela, 126–27
Heineken, 223
help, offering and receiving, 245
hits, 215–16
HugDug, 221–22
humility, 50–51
ideas, 12–13
Imhoff, Roland, 49
Impro (Johnstone), 124
internal narratives, 102–3, 105–6
irrational behavior, 23–24
irresistible, becoming, 87–88
Isherwood, Charles, 51–52
JC Penney, 30
Jet Blue, 108
Johnson, Ron, 30
Johnstone, Keith, 124
Jordan, Hal. See Green Lantern
Kelly, Kevin, 92
Kickstarter, 182
Kindle, 63
LaFontaine, Don, 148
Lakoff, George, 29
Lashlure, 66
lean entrepreneurship, 33
LEED certification of Green Building Council, 228–29
Levitt, Theodore, 20
Levy, Dany, 192
lifetime value of customer, 207–8
lions/Maasai warriors case study, 126–27
local chasm, crossing, 224–25
logos, 154–56
long tail, 211–16
love, and smallest viable market, 34–35
Macy’s, 181
Mad Men (TV show), 107
market-driven organizations, 22–23
marketing-driven organizations, 22–23
Marvel, 195
Metcalfe, Bob, 90
Metcalfe’s Law, 90
Meyer, Danny, 32
minimal viable project, 33
Moore, Geoff, 216–17
Musk, Elon, 241
National Rifle Association (NRA), 241–43
network effects, 89–91, 218–19, 227
normalization of new behaviors, 106
online advertising, 168–169
online direct marketing, 173
Open Heart Project, 39–41
Opinicon, 87
Palahniuk, Chuck, 197
Patagonia, 166–67
pattern interrupts, 114–17
Peck, Alex, 150
Penguin Magic, 6–8
perfect, tyranny of, 244
permission marketing, 189–98
Permission Marketing (Godin), 189
personalizing work, 76
personas, 31
Peters, Tom, 87
Piver, Susan, 39
positioning, 54–60
pricing, 179–88
Procter & Gamble, 172
psychographics, 29
publicity, 202
public relations, 202
Quakers, 181
rational choice myth, 23–24
reading list, 253–56
Reeves, Rosser, 58
remarkability, 89–91
Ries, Al, 58
risk, 185
Robin Hood foundation, 111–12
Rogers curve chasm, bridging, 216–25
Rogers, Everett, 157
Rules for Radicals (Alinsky), 233–34
Samuel, Alex, 108
scrapbooking, 85–86
search engine optimization (SEO), 177–78
semiotics, 146–48
brands, 153–55
choosing semiotic flags with intent, 153
logos, 154–56
professional designs and, 147–48
Witchsy.com case study, 152–53
See also symbols
Sephora, 155
best version of work is done in service of others, 75
emotional labor and, 75–76
Shirky, Clay, 34–35
Sinatra, Frank, 130
Slack, 116
smallest viable market, 12, 25–41, 89–101
advice, seeking, 98–99
change you are trying to make, determining, 25–27
choosing which people to serve, 31–32
critics/criticism, 97–99
customer development and, 33–34
customer traction and, 33–34, 91–92
Dunkin’ Donuts versus Starbucks, 28–29
empathy to understand that everyone is right, 99–101
goal of, 35
Grateful Dead example, 94–96
Hamilton example, 93–94
“It’s not for you,” being able to say, 37–39
love and, 34–35
marketing promise template, 39
minimal viable project and, 33
network effects and, 89–91
nonbelievers, filtering out, 34
Open Heart Project case study, 39–41
personas and, 31
promises you are making, determining, 27–28, 39
psychographics and, 29
remarkability and, 89–101
specificity and, 32–34
spreading best work to thin, dangers of, 36–37
students, seeing customers as, 36
symbols and, 150–51
true fans, 92–93
worldviews and, 29–30
spam, 189
specificity, 32–34, 144, 175, 178
Spolsky, Joel, 70–72
Spotify, 194
Squidoo, 221
Stack Overflow, 70–72
standard deviation, 157–58
affiliation and, 135–40
assumptions about what others believe, 134–35
characteristics of, 129
desire to fit in and, 103
dominion and, 135–40
exclusive organizations and, 110–11
irrationality and, 124
learning to see, 131-34
lions/Maasai warriors case study, 126–27
symbols of, 149–50
tension and, 122
wealth, distinguished, 129
status quo, 122
Stew Leonard’s, 87–88
stories
“better,” search for, 44–45, 59–60
change, and storytelling, 21
customer’s story, organizing your service around, 67–68
of self, us and now, 231–32
for your service, elements of, 68–70
Story Driven (Jiwa), 68
storytelling, 21
strategies, 165–67
students, seeing customers as, 36
subscriptions, 191
superusers, 161–62
Swift, Taylor, 96–97
smallest viable market and, 150–51
of status, 149–50
vernacular for, 151–52
tactics, 165–67
Talese, Gay, 130
of being left behind, 118
breaking something when creating new projects, 117–18
fear, distinguished, 118–19
forward motion and, 119–21
going-out-of-business sales and, 119–20
interrupting patterns by creating, 115–17
status and, 122
testing, 84–85
TheMarketingSeminar.com, 2
3Com, 90
traditional marketing, 53
tribe, organizing and leading, 230–38
Trident Booksellers and Café, 73
Trout, Jack, 58
of action, 201
becoming known and, 201–2
earning, 200–201
fame and, 201–2
frequency and, 175–77
pricing and, 183–85
risk and, 185
Union Square Cafe, 32
Union Square Hospitality Group (USHG), 186–88
“us,”defining, 106–8
Verizon, 154
Virgin America, 108
VisionSpring, 15–19
vulnerable hero myth, 73–74
Wanamaker’s, 181
Water Health International (WHI), 226–27
wealth and status, distinguished, 129
Wedgewood, Josiah, 247
White, Brighid and Paddy, 109
“Who’s it for?,” determining, 28–29
Witchsy.com, 152–53
XY positioning grid, 54–57
Yahoo!, 72–73
Yelp, 173
Ziglar, Zig, 237–38
Zillow, 62–