Stop Listening to the Customer by Ferrier, Adam -- Read -- Imperial Library of Trantor

Index

Cover Epilogue Title Page Copyright dedications and thanks fpref.xhtml Introduction

A confession Note

chapter 1 stop the consumer obsession

Why do all cars look the same? Love him or loathe him, Steve Jobs had vision Customer obsession Customer Obsession is Over Notes

chapter 2 consumers lie

Lying makes life better Bad men do what good men dream Why did you buy those shoes? The three big issues with research Does behaviour lie? It's a wrap Notes

chapter 3 listening to the consumer eliminates value

Dinner with Gladwell Consumer in Control Don't let this thought slide by Notes

chapter 4 listening to the consumer makes your business homogeneous

Listen to Forrester. CX is dangerous How we buy just about anything The consumer wants your category, not you Fear the power of tradition Notes

chapter 5 they who hear their brand

Hearing IKEA The effort paradox What about Apple? Tourism Australia A bit of romance Art Series Hotels Along came ALDI Hear the brand Notes

chapter 6 create the category

Making sex better Bending an established category into a new shape Stretching a pre-existing brand Be the category Note

chapter 7 define the brand

A brand I'm particularly proud of The Great Brand Positioning Rumble The practical attack on brand positioning Defining Vegemite Now that everyone knows the brand … It starts with the brand Note

chapter 8 gonzo marketing 1: fire the CEO

Gonzo marketing Corporate governance and me Inside out with superannuation Do we need a marketing department? Do you need a CEO? Trade secrets Think gonzo

chapter 9 gonzo marketing 2: put the customer second

Your employees are media Embrace internal engagement Tackling the faceless ride-share companies The tech startup and branding from the inside out Customers are Number 2 Notes

chapter 10 embracing the negative

The yin yang symbol is not just a cool tattoo Dirt is creativity Wabi-sabi is not just a sushi restaurant We all cast a shadow Negative emotions Negative cognitions The alternative to perfect Embrace your weakness Celebrate flaws Notes

chapter 11 creating weakness

1. Force friction 2. Be wasteful 3. Make mistakes 4. Make a mess Don't forget this Notes

chapter 12 ask what your consumer can do for you

Attitude follows action The Aesop effect s p a c e Doing nothing does harm So will you do something for me? Notes

chapter 13 the closing argument appendix: the ‘how cool are you' questionnaire about the authors Index END USER LICENSE AGREEMENT