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Index
Cover Half Title Page ALSO BY SETH GODIN Title Page Copyright WARNING NEW RULES, NEW WINNERS Contents INTRODUCTION: YOU’RE SMARTER THAN THEY THINK AAA AUTO PARTS
AAA AUTO PARTS ACCOUNTABILITY ACORNS, INFECTED ARTISTS CARE ABOUT THE ART ATKINS BENCHMARKS = MEDIOCRITY BILLBOARDS THAT CHANGE BLUEGRASS AND THE CELLO PLAYER BON JOVI AND THE PIRATES BRANDING IS DEAD; LONG LIVE BRANDING BRAND MY CAR, BRAND ME A BRIEF HISTORY OF HARD WORK, ADJUSTED FOR RISK BURGERVILLE CAMP, MICKEY ROONEY, AND YOUR MARKETING PROBLEM CARLY NEVER HAD A CHANCE CEO BLOGS CHANGE JUNKIES CHECK THIS BOX CHINA (ALL THAT TEA!) CHRISTMAS CARD SPAM CLEAN FIRE TRUCKS CLIFF CLIMBING (PLEASE DONT FALL OFF ) CLIFFSNOTES CLINGING TO YOUR JOB TITLE? CLOWN, ARE YOU A? CLUELESS, WE ARE ALL CMO, THE PLIGHT OF THE COGS COMMISSIONS (HOW TO INVEST THEM) COMPETENCE COOKIES AND THE TECHNICAL IGNORANCE OF JOE SURFER COOKIES (THE OTHER KIND OF COOKIE) COVER, JUDGING A BOOK BY ITS CRITICISM CRITICISM (MORE) CUFF LINKS CURSIVE VERSUS TYPING CUSTOMER SERVICE, A MODEST PROPOSAL FOR DAYLIGHT SAVING TIME DIGITAL DIVIDE, THE NEW DING DISRESPECT DO LESS DONT GO TO BUSINESS SCHOOL DOUGHNUTS ECHO CHAMBER EGOMANIAC ENTHUSIASTS FEAR OF LOSS, DESIRE FOR GAIN FEEDBACK, HOW TO GET FEEDBACK, HOW TO GIVE FIFTY STATES, FLAMETHROWERS, AND STICKY TRADITIONS FLACK, AS IN PR FLACK FLIPPING THE FUNNEL FLUFFERNUTTER FOG CITY CHOCOLATE FREE PRIZE FUNCTIONALITY THE FUTURE ISNT WHAT IT USED TO BE GMAIL GRANDMOTHERS UNDERSTAND THE NET NOW, EVEN GRASS (NO, NOT THAT KIND) GUILLOTINE OR RACK? HEINLEIN HERSHEY (NO KISSES) HOTELS AND THE CHEAP FORTUNE COOKIE I CHANGED MY MIND YESTERDAY JETBLUE JOBS FOR PURPLE COWS. A JOB STRATEGY THAT MAKES YOU A LOSER JOURNALISTS JUSTIN AND ASHLEY LATER IS NOT AN OPTION LOCAL MAX, HOW TO AVOID THE LOCAL MAX, HOW THE NEW MARKETING CHANGES THE MCDONALDS COCKTAIL PARTY MCJOB MAIL, THE CHECK IS IN THE MAYBE, GETTING PEOPLE NOT TO SAY MAYBE-PROOFING YOUR ORGANIZATION MEASUREMENT INCREASES SPEED MEDIOCRITY MINNESOTA ISNT AKRON MISSION MONOPOLIES AND THE DEATH OF SCARCITY MOUSE FLAVOR MYTHS NAMING NAMING, THE NEW RULES OF THE NEEDLE, THE VISEAND THE BABY RATTLE NEVER, DO THE NO! NO SUCH THING AS SIDE EFFECTS ONLY OPEN BIG OPRAHS SHOW?, HOW MUCH WOULD YOU PAY TO BE ON OPTIMISM OPT-IN OSTRICH OXYMORONS, JUST ABOUT PAINFULLY SIMPLE PARSLEY PERMISSION PEZ AND LITHUANIAN LANGUAGE RECORDS PIGEONS, SUPERSTITIOUS PLACEBO AFFECT, * THE PLANE, THERE ARE TWO WAYS TO CATCH A PLEASE DONT MAKE ME FEEL SO STUPID PLEDGE WEEK PODCAST, WHY I DONT HAVE A POILNE, REMEMBERED * POLKA PROGRESS? PROMOTIONS PROSTITUTION PROVINCETOWN HELMET INSIGHT PROXIMITY EFFECT, THE PURPLE QUALITY QUESTION, THE WRONG RECIPE?, DID YOU FORGET THE REINFORCEMENT RELAX, I MEAN, WORK ON THE DIFFICULT RESPECT AND THE FULLER BRUSH MAN RIFTING RIGHT THING, DOING THE RINGTONES RSS RULES, PLAYING BY THE SAFE IS RISKY SALES SALINGER KNEW BETTER SATIN PILLOW, VISUALIZING THE SCARCITY, THERES A SHORTAGE OF SECRETS TO SUCCESS SELFISH WIFI, RAZOR BLADES, AND HALLOWEEN SHARP NEEDLE, BIG HAYSTACK SHORTCUTS SHORT WORDS AND THE KMART SHOPPERS SMALL IS THE BIG NEW SMALL IS THE NEW BIG! SOCKS SODA (THEY EVEN MAKE MASHED-POTATO FLAVOR) SOUVENIRSREAL COMPARED TO WHAT? SOY LUCK CLUB SPECTRUMIS IT OURS OR THEIRS? STAGNATION START NOWHURRY! SUBSCRIPTIONS TALKING RABBITSO, A RABBI, A PRIEST, AND A TECHNORATI TELEVISION IS THE NEW NORMAL THEY DONT CARE, THEY DONT HAVE TO THINKING BIG TORCHBEARERS TRADITION! TRUST AND RESPECT, COURAGE AND LEADERSHIP THE TWO OBVIOUS SECRETS OF EVERY SERVICE BUSINESS UBIQUITY UGLY, THE WEB IS USPSS YELLOW JERSEY VERBS (GERUNDS, ACTUALLY) VIDEO? DO YOU ACT DIFFERENTLY WHEN YOURE ON VIRAL?, WHAT MAKES AN IDEA WAFFLES ARE ALWAYS ON THE MENU WAKE-UP CALLS, A WAKE-UP CALL ABOUT WALLS, CLIFFS, AND BRICKS WEB DESIGNERS WHAT DID YOU DO DURING THE 2000 S? WHAT THEN? WHOS WHO? WHO YOU KNOW DOESNT MATTER WHY (ASK WHY?) WOOT.COM AND THE EDGE WORDS WORKING CLASS WRAPPERS YAK SHAVING YOU ARE YOUR REFERENCES YOUR VERY OWN PRINTING PRESS ZEBRA CAKE, FAMOUS
SOME E-BOOKS (IN HANDY PRINTED FORM) ACKNOWLEDGMENTS INDEX
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