Jump Start Your Business Brain · Scientific Ideas and Advice That Will Immediately Double Your Business Success Rate by Hall, Doug -- Read -- Imperial Library of Trantor

Index

Title Page Dedication OTHER BOOKS BY DOUG HALL Three Options for How to Read This Book Foreword Introduction PART I - The Three Laws of CHAPTER 1 - The Science Behind Marketing Physics

The Medium Is Not the Message Marketing Physics Is Focused on the Content of Your Message The Power of Statistics as a Discovery Tool History of My Interests The Research Process Defining Probability of Success A Few Words About Probability Identification of the Three Laws of Marketing Physics The Birth of Merwyn Why Merwyn Beats Most Humans Merwyn Example Trust the Laws

CHAPTER 2 - How to Triple Effectiveness of Salespeople, Advertising and ...

First Law of Marketing Physics: Overt Benefit Practical Tactic: Demonstrating Overt Benefit to Yourself An All-Too-Common Story of Not Communicating Benefits Practical Tactic: Self-Audit of Current Benefit Communications Benefits, Not Features Practical Tactic: Turning Features Into Benefits The New News Is Overtness Practical Tactic: Turning Benefits into Overt Benefits It’s Not Boasting When You Deliver Benefits Are Relative . . . Relative to a Specific Target Segment Practical Tactic: Who Is or Could Be Your Target? A Story of How Target Audience Can Create Benefit Ideas Focus, Focus, Focus Your Overt Benefit Practical Tactic: Do One Thing Great

CHAPTER 3 - How to Find Your Overt Benefit

The First Place to Look for Overt Benefits—Why You Started the Business Practical Tactic: Return to Your Roots The Second Place to Look for Overt Benefits—Your Personal Passions Practical Tactic: Leverage Your Passions Your Overt Benefit Is Your Mission Benefits of the Heart Versus the Head Visualization of Overt Benefits Post Your Benefit in Your Most Important Place—Your Name Put It in Writing Practical Tactic: Giving Words to Your Overt Benefit Never Ever, Ever Give Up . . . Beware of These Common Mistakes Made With Overt Benefit Quick Process Summary on Overt Benefit Final Thoughts on Overt Benefit

CHAPTER 4 - The Secret to Doubling Effectiveness at “Closing the Sale”

CHAPTER 5 - Proven Strategies for Real Reason to Believe

The Five Proven Strategies for Communicating Real Reason to Believe Real Reason to Believe Strategy 1: Kitchen Logic Kitchen Logic—Now It’s Your Turn Real Reason to Believe Strategy 2: Personal Experience Personal Experience—Now It’s Your Turn Real Reason to Believe 3: Pedigree Pedigree—Now It’s Your Turn Real Reason to Believe 4: Testimonials Testimonials-Now It’s Your Turn Real Reason to Believe 5: Guarantee Guarantee—Now It’s Your Turn Common Mistakes Made With Real Reason to Believe Quick Process Summary on Real Reason to Believe Final Thoughts on Real Reason to Believe

CHAPTER 6 - How to Design Your New Product, Service or Business for Power Profits

Third Law of Marketing Physics: Dramatic Difference The Big Picture on Dramatic Difference How to Win With a Commodity Your Mission Is to Create a Monopoly The New News About Dramatic Difference More Reasons Why Dramatically Different Ideas Have a Greater Chance of Success A Story of How Dramatic Difference Can Be Lost and Found Once Again The Moment of Judgment Practical Tactic: How to Know a Dramatic Difference When You See One

CHAPTER 7 - How to Craft a Dramatic Difference

The Three Guiding Principles Common Mistakes Made With Dramatic Difference Quick Process Summary on Dramatic Difference Final Thoughts on Dramatic Difference

CHAPTER 8 - Frequently Asked Questions About Marketing Physics

If I follow the three laws, am I guaranteed to succeed? Are the three laws the ultimate truths? How high should my probability of success be before going forward? If I don’t have an advertising budget, why should I care about Marketing Physics? What about imagery? I’ve read that image is the most important dimension for success. Do I have to follow the order you described—Overt Benefit then Real Reason to ... Does the learning apply equally to products and services? Aren’t you ignoring the importance of size of market when projecting success? What makes the three laws different from venture capital scoring models? I have lots of ideas but no money to execute. What can you do for me? Who in my organization needs to know about Marketing Physics? A Few Final Thoughts on the Laws of Marketing Physics

PART II - The Three Laws of CHAPTER 9 - The Science Behind Capitalist Creativity

Increasing the Power of Your Mind Our Creativity Research Laboratory Research and Validation of Creativity Measurement System Identification of the Three Laws of Capitalist Creativity The Three Laws of Capitalist Creativity Bringing the Three Laws Together Quality Control Charting Additional Research on Capitalist Creativity What This Means for You

CHAPTER 10 - How to Fuel Your Brain for Maximum Productivity

First Law of Capitalist Creativity: Explore Stimuli A Brief Explanation of How the Brain Works Use It or Lose It Top Scientists Confirm the Power of Stimulating the Brain Practical Tactic: Breaking Mental Constipation Practical Tactic: Walk the Talk Stimulus Has a Long Pedigree The Four Stages of Creativity When Using Stimuli Practical Tactic: Mind Dump Stage I: Gather Stimuli Stage II: Multiply Stimuli Stage III: Create Customer Concepts Stage IV: Optimize Practicality Process Review A Brief Discussion of Objectives A Stimulating Discussion Homeward Trail: The Power of Related Stimuli How to Use Homeward Trail Stimuli Ten Tactics for Finding Effective Homeward Trail Stimulus The Fresh Eyes Challenge Borrowing Brilliance: The Power of Unrelated Stimuli A Surefire Remedy for Cranium Constipation Seven Tactics for Finding Effective Borrowing Brilliance Stimuli Practical Tactic Quick Process Summary on Exploring Stimuli Some Final Thoughts on Exploring Stimuli

CHAPTER 11 - Multiply Your Brain by Borrowing Others

Second Law of Capitalist Creativity: Leverage Diversity The Surface Source of Diversity Diversity Can Cause Chaos Marketing Physics Is the Key to Leveraging the Power of Diversity Practical Tactic: Musical Chairs Variations of Musical Chairs Practical Tactic: Don’t Sell Me The Secret to Finding Great Diversity—Passion Three Specialty Sources for Diverse Perspective A Final Source of Diversity: Thinking Styles B.O.S. Profiler Quick Background on Thinking Styles Whole Brain Orientation Who Is Best at Creating Ideas? The Truth About Who Is Most Creative The Good News Is You Can Get Whole Brain Results Logical Left Brains Are Easier to Work With Than Radical Right Brains The Thinking Styles Are True Opposites Maximizing Productivity for Right and Left Brains Practical Tactic: Mixing Stimuli Using 666 Quick Process Summary on Leveraging Diversity Final Thoughts on Leveraging Diversity

CHAPTER 12 - Go For It! Turning Thoughts Into Reality

Third Law of Capitalist Creativity: Face Fears We All Have Fear Cancers How You Face Fears Is Your Choice So What to Do About It Practical Tactic: Great Escape Quick Process Summary on Facing Fear Final Thoughts on Facing Fear

CHAPTER 13 - Frequently Asked Questions About Capitalist Creativity

Whenever I create ideas with others, it seems the same ideas come up over and ... At the ranch you talk about working with groups of people. Do I need a group? What is the best way to manage a group idea-creation effort? Do I have to spend a half day or full day to create ideas? But I have no money. What am I to do? But my category is old. There are no new ideas that work. What are my options? I’m too old to learn a new way of thinking. What help is there for me? Why do we have to create so many ideas? Can’t we just create one great one? I have tried to use stimuli but nothing comes. What else can I do? In your first book you advocated fun. I don’t see a reference to it here. ... Any personal tips that you’re not telling us? Doug’s Personal Systems for Inspiring Ideas Final Thoughts Realizing Return on Your Investment

I WANT TO HEAR YOUR STORIES OF ADVENTURE, TRIUMPH AND SUCCESS EUREKA! RANCH SERVICES BIBLIOGRAPHY Acknowledgments INDEX ABOUT THE AUTHOR Copyright Page

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