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Index
Praise
Also by the authors
Title Page
Copyright Page
Foreword
Introduction
MARKETING LESSONS
OUR LONG STRANGE TRIPS
PLAYING IN THE BAND
PART ONE - THE BAND
CHAPTER 1 - Create a Unique Business Model
MARKETING LESSON FROM THE GRATEFUL DEAD - Create a Unique Business Model
RUE LA LA CREATES ONLINE BUYING DESTINATION FOR LUXURY GOODS
CHAPTER 2 - Choose Memorable Brand (and Band) Names
MARKETING LESSON FROM THE GRATEFUL DEAD - Choose Memorable Brand Names
HUBSPOT AND DAVID MEERMAN SCOTT
CHAPTER 3 - Build a Diverse Team
MARKETING LESSON FROM THE GRATEFUL DEAD - Build a Diverse Team
DIGITAL DIVA JULIA ROY BRINGS SOCIAL SKILLS TO COACH
CHAPTER 4 - Be Yourself
MARKETING LESSON FROM THE GRATEFUL DEAD - Be Yourself
SALESFORCE.COM OWNS UP TO MISTAKES AND BUILDS TRUST IN THE PROCESS
CHAPTER 5 - Experiment, Experiment, Experiment
MARKETING LESSON FROM THE GRATEFUL DEAD - Experiment, Experiment, Experiment
DROPBOX “LEARNS EARLY, LEARNS OFTEN”
CHAPTER 6 - Embrace Technology
MARKETING LESSON FROM THE GRATEFUL DEAD - Embrace Technology
EMBRACE TECHNOLOGY AT THE U.S. DEPARTMENT OF DEFENSE
CHAPTER 7 - Establish a New Category
MARKETING LESSON FROM THE GRATEFUL DEAD - Establish a New Category
Y COMBINATOR CREATES A NEW INVESTOR CATEGORY
PART TWO - THE FANS
CHAPTER 8 - Encourage Eccentricity
MARKETING LESSON FROM THE GRATEFUL DEAD - Encourage Eccentricity
NEW BELGIUM BREWING COMPANY: FAT AND HAPPY
CHAPTER 9 - Bring People on an Odyssey
MARKETING LESSON FROM THE GRATEFUL DEAD - Bring People on an Odyssey
THE ODYSSEY OF BURTON SNOWBOARDS
CHAPTER 10 - Put Fans in the Front Row
MARKETING LESSON FROM THE GRATEFUL DEAD - Put Fans in the Front Row
OBAMA FOR AMERICA AND PUTTING FANS FIRST
CHAPTER 11 - Build a Following
MARKETING LESSON FROM THE GRATEFUL DEAD - Build a Following
HUBSPOT EXTENDS ITS REACH WITH WEBSITE GRADER
PART THREE - THE BUSINESS
CHAPTER 12 - Cut Out the Middleman
MARKETING LESSON FROM THE GRATEFUL DEAD - Cut Out the Middleman
GOOGLE ELIMINATES THE NEED FOR MEDIA BROKERS
CHAPTER 13 - Free Your Content
MARKETING LESSON FROM THE GRATEFUL DEAD - Free Your Content
MYSQL OFFERS ITS SOURCE CODE TO DEVELOPERS FOR FREE
CHAPTER 14 - Be Spreadable
MARKETING LESSON FROM THE GRATEFUL DEAD - Be Spreadable
WHY MASHABLE’S CONTENT IS SHARED ACROSS THE INTERNET
CHAPTER 15 - Upgrade to Premium
MARKETING LESSON FROM THE GRATEFUL DEAD - Upgrade to Premium
FREE E-BOOK READERS AND CONTENT (OR BUY THE BEST)
CHAPTER 16 - Loosen Up Your Brand
MARKETING LESSON FROM THE GRATEFUL DEAD - Loosen Up Your Brand
GOOGLE LIGHTENS UP ITS IMAGE WITH DOODLES
CHAPTER 17 - Partner with Entrepreneurs
MARKETING LESSON FROM THE GRATEFUL DEAD - Partner with Entrepreneurs
AMAZON.COM: THE WORLD’S MOST POPULAR AFFILIATE PROGRAM
CHAPTER 18 - Give Back
MARKETING LESSON FROM THE GRATEFUL DEAD - Give Back
RONALD MCDONALD HOUSE CHARITIES
CHAPTER 19 - Do What You Love
MARKETING LESSON FROM THE GRATEFUL DEAD - Do What You Love
BILL GATES TAKES CONTROL OF HIS LIFE
Acknowledgments
“Furthur” Reading
About the Photographs
About the Illustrations
About the Authors
WILEY END USER LICENSE AGREEMENT
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