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Index
Every Day Counts The Story of This Book Part 1: The Relevance Revolution THE BEFORE AND THE AFTER PERFECTING THE WINGS RELEVANCE IS THE NEW REQUIREMENT THE RELEVANCE ENGINE THE THIRD ‘A’ THE NEARNESS ADVANTAGE DIGITAL IS A GIFT, NOT A SHORTCUT #ME THE EXPECTATION HIERARCHY FOR vs TO CAUSE AND EFFECT PERSUASION vs UNDERSTANDING LOOKING vs SEEING ATTENTION vs TRUST WE DON’T NEED BETTER MARKETING THE LEGACY TRAP IMPROBABLE HEROES THE MEANING BUSINESS Part 2: The Future Starts Here THE DONE THING WHERE IS THE ARCHITECTURE? DISRUPTION HAPPENS ONE PERSON AT A TIME SHIFTS DON’T HAPPEN BY ACCIDENT Transportation Music Shopping Publishing Physical Environment Hospitality Education KNOWING vs UNDERSTANDING MAKE THINGS PEOPLE WANT WHERE DID THOMAS EDISON START? EMOTIONAL CAPITAL THE CONTEXT REVOLUTION The Crowdfunded Economy Social Capital, Curating and Upvoting Personalisation The Internet of Things Subscription Services and Tailored Recommendations Values-Based Purchasing Decisions Tribal Brands The Quest for Significance Startup Culture On-Demand Everything Shift from Legacy Brands The Reputation Economy Artisanal, Local WHO IS RESPONSIBLE FOR SEEING YOUR CUSTOMERS? Part 3: The Opportunity Within Reach THE NEW RULES OF BRAND AWARENESS FUNCTIONALITY, FEATURES OR FEELINGS? GIVING A DAMN AND THE TRIPLE BOTTOM LINE THE CUSTOMER IS YOUR COMPASS INVISIBLE PROBLEMS HARD DATA AND SOFT DATA FRICTIONLESS CHARACTERISTICS OF DISRUPTIVE INNOVATIONS THE POWER OF NOTICING Part 4: The Story Strategy Blueprint WHO IS YOUR MUSE? WORLDVIEWS WHERE CAN YOU TAKE THE CUSTOMER? THE INNOVATION TRIFECTA START WITH THEIR STORY THE LEVEL OF LOVE THE STORY STRATEGY BLUEPRINT Case Studies SHOES OF PREY APPBOT BLACK MILK CLOTHING CANVA FLOW HIVE GOPRO LITTLE FLOWERS KHAN ACADEMY HARRY’S NIKE FLYEASE Conclusion: Close, Closer, Closest INTENTION AND CERTAINTY A SILVER BULLET OR THE SMALLEST THING SHOW THEM THEIR WINGS SUCCEED WILDLY Using the Story Strategy Blueprint 1. STORY 2. INSIGHT 3. PRODUCT 4. EXPERIENCE THE BREAKING POINT References Acknowledgements
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