Likeonomics: the unexpected truth behind earning trust, influencing behavior, and inspiring action

How to become a trusted resource for consumers in a society of constant manipulationPeople decide who to trust, what advice to heed, and which individuals to forge personal or transactional relationships with based on a simple metricof believability. Success, in turn, comes from understanding one basic principle: how to be more trusted. Likeonomics offers a new vision of a world beyond Facebook where personal relationships, likeability, brutal honesty, extreme simplicity, and basic humanity are behind everything from multi-million dollarmergers to record-breaking product sales. There is a real ROI to likeability,and exactly how big it is will amaze you.Likeonomics provides real-world casestudies of brands and individuals that have used these principles to become wildly successful, including:An iconic technology brand that awakened a revolution among their employees by standing for something bigger than their productsA Portuguese singer who used YouTube to rack up more than 30 million views andlaunch her professional career. A regional team of financial advisors that went from being last in the nation among 176 branches to first, and stayed therefor 13 of the next 15 yearsA tiny professional sports talent agent who achieved the impossible by landing the #1 drafted player in the NFL draft as a client through the power of relationshipsAuthor Rohit Bhargava is a founding memberof the world's largest group of social media strategists at Ogilvy, where he has led marketing strategy for clients including Intel, Pepsi, Lenovo, Seiko, Unilever, and dozens of other large companiesWith Likeonomics as a guide, readers will get unconventional advice on how to stand out in a good way, avoid the hype and strategic traps of social media, and appeal to customers in a way that secures your company as a trusted and believable resource. INDICE: Warning: Unexpected Honesty …This Book Is NOT About The Like Button!Prologue How a Lard Salesman, an NFL Agent and a YouTube Star Explain LikeonomicsOne.Two.Three.The Big QuestionIntroducing LikeonomicsWhy Likeonomics MattersIntroduction Likeability, Rogue Economists and the Lovable FoolWhy People Believe In Likeability (And Why They Don't)The Non-Boring Economics of LikeonomicsHow Coop-Capitalism Can Change the WorldThe Psychology Of LikeonomicsThe Jobs ParadoxDo We Need To Be Liked?The Hidden Appeal Of The Likeable FoolInside Part I: The Crisis & SolutionInside Part II: The PrinciplesInside Part III: The StoryBook (Likeonomics In Action)Author's Note: Why I Don't Write About Synergy And Paradigm Shifts …PART I The Crisis & The SolutionChapter 1 Inside The Modern Believability Crisis: How Rockefeller's Dimes, War Propaganda and the Marlboro Man Ruined The WorldRockefeller's Dimes & The Birth Of Modern PR#occupywallstreetThe Propaganda Of RevolutionsWhen Advertising Ruled TheWorldThe Mass Perception PrincipleMarketing As The Bad GuyLiving In The Society Of DistrustWhy We DistrustSolving The Believability CrisisChapter 2 Navigating The Likeability Gap: What Rwanda, Golf Courses and Ocean's Eleven Can Teach Us About Decision MakingThe Movie ManWhat Business Are You In?The EngagementProblemThe Reinvention of RwandaHumility WantedThe Likeability GapGetting Julia RobertsThe Toilet BusinessUnderstanding Weak TiesThe Golf EffectWhy Relationships Are NOT About NetworkingThe Age of EquivalenceHow Originality Died - And How We Can Get It BackThe Differentiation IdealThe Likeability Gap And The WorldChapter 3 The ROI Of Likeability: Why Spreadsheets Need to Die, Websites Stink and Likeable Politicians Always WinThe New StupidRethinking ROIData Overload, Insight Underload4 Ways Data Becomes MeaninglessThe Flip Side Of DataWhy Context Matters (And Your “Sticky” Website Actually Stinks)The War Of Two BrainsThe Real Reason Likeable Politicians Always WinWhy Results Matter More Than DataThe 5 Principles Of LikeonomicsPART II The PrinciplesChapter 4 TruthOprah's SecretAre You Building On A Sinkhole?The Lie Doctor & The Dalai LamaEmpowerment vs. The Anti-Truth PolicyEmbracing Your Inconvenient TruthSelling CardboardWhy Being Truthful Is So HardThe Three Elements Of TruthCHAPTER SUMMARY: 3 Things to Remember About TruthChapter 5 RelevanceThe Relevance ChallengeCanada's Favourite StorytellerHandshakes in KazakhstanThe Renaissance BankerMakingThe Bank Relevant AgainEveryone Who Matters Knows YouWhy Is Relevance Is So Hard?The Three Elements Of RelevanceCHAPTER SUMMARY: 3 Things to Remember AboutRelevanceChapter 6 UnselfishnessCreating An Ideal WorldThe Ethical WarehouseWhat About The Selfish Gene?Wikinomics & The Rise of CollaborationFinding The Altruism GeneDo Doctors Need To Be Competent and Kind?Why People Don't Sue Likeable DoctorsHow The Unselfish And Compassionate Will Rule The WorldHow Japanese Citizens Responded to Disaster With UnselfishnessThe Customer Service Revolution Will Be TwitterizedWhy We Are SelfishThe 3 Elements of UnselfishnessCHAPTER SUMMARY: 3 Things to Remember About UnselfishnessChapter 7 SimplicityDesperately Seeking SimplicityThe Plain Language MovementThe Myth Of Good ComplexityGadget ConfusionFlipping The Video Camera MarketWinning On SimplicityThe Laws Of SimplicityHow Orange Got People Saving AgainHypnotizing ChickensHow NapkinsCan Explain HealthcareWhy Simplicity Gets So ComplicatedThe 3 Elements of SimplicityCHAPTER SUMMARY: 3 Things to Remember About SimplicityChapter 8 TimingThe Most Creative Lunch In HistoryTiming Is EverythingHow Sweetening Changed Television HistoryOur Time Shifted CultureGilt And Luxury With An ExpirationThe Rise of Shopper MarketingGoogle ZMOTWhy Timing Is So ToughThe 3 Elements of TimingCHAPTER SUMMARY: 3 Things to Remember About TimingPART III The StoryBookIntroduction How the Storybook WorksBhutan The Real Happiest Place on EarthWhy Is It An Example of Likeonomics?Packers Why Cheeseheads Rule the NFLThe Story:Why Is It An Example of Likeonomics?Walmart The Geeks Who Will Reinvent RetailWhy Is It An Example of Likeonomics?Khan Academy Flipping the Rules of EducationWhy Is It An Example of Likeonomics?Maverick Adventures Kitesurfing With Richard BransonWhy Is It An Example of Likeonomics?Anoopy Singla - The Fast Rise of Slow CookingThe Story:Why Is It An Example of Likeonomics?ConclusionWhat DidWe Learn In Likeonomics?The Backstory The Making Of LikeonomicsSpecial ThanksNotes Further Reading & ResearchAbout the Author

• ISBN: 978-1-118-13753-6
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 224
• Fecha Publicación: 06/06/2012
• Nº Volúmenes: 1
• Idioma: Inglés