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| TABLE OF CONTENTS | ||||
| Foreword | i | |||
| People who made a difference | iii | |||
| How best to read this book | iv | |||
| 1 | Business, Service & Quality | 3 | ||
| 1.1 | Leave the past and seize the present. | 3 | ||
| 1.2 | One-minute elevator pitch | 5 | ||
| 1.3 | Fast-track business plan | 7 | ||
| 1.4 | Reject financiers with no domain skills | 10 | ||
| 1.5 | We want to expand but we can't pay the rent! | 12 | ||
| 1.6 | Beat giants with your ingenuity | 14 | ||
| 1.7 | Are your employees just observers? | 17 | ||
| 1.8 | Courteous but slow | 19 | ||
| 1.9 | More dysfunctional back-ends | 21 | ||
| 1.10 | One hundred percent on time | 23 | ||
| 1.11 | Great service at basement prices? | 25 | ||
| 1.12 | Extra careful service | 26 | ||
| 1.13 | Something extra for loyal customers | 28 | ||
| 1.14 | Usability and friendliness | 30 | ||
| 1.15 | Are you a good neighbor? | 32 | ||
| 1.16 | Great champagne and poor soil | 34 | ||
| 2 | Marketing & Sales | 39 | ||
| 2.1 | There is no immutable law. | 39 | ||
| 2.2 | Karate and marketing | 41 | ||
| 2.3 | Charge extra for novel products? | 44 | ||
| 2.4 | Business card as brochure | 46 | ||
| 2.5 | Power of direct mail (DM) | 48 | ||
| 2.6 | Power of email marketing | 51 | ||
| 2.7 | Co-opetition and survive! | 54 | ||
| 2.8 | Sweeten your sales | 57 | ||
| 2.9 | Salespeople rude behind your back? | 59 | ||
| 2.10 | Power presentations | 61 | ||
| 2.11 | Staying online | 63 | ||
| 2.12 | Print production caveats | 65 | ||
| 2.13 | Building bridges | 67 | ||
| 3 | Publicity & Public Relations (PR) | 71 | ||
| 3.1 | Thus I have heard. | 71 | ||
| 3.2 | Media as ally | 74 | ||
| 3.3 | Spokesperson culture | 76 | ||
| 3.4 | Media kit essentials | 79 | ||
| 3.5 | Media-friendly web site | 82 | ||
| 3.6 | Effective pitching to the media | 85 | ||
| 3.7 | Facing the TV or live radio | 88 | ||
| 3.8 | Communicating in a crisis | 91 | ||
| 3.9 | Harnessing the Internet for PR | 94 | ||
| 3.10 | First marathon and getting heard | 97 | ||
| 4 | Branding | 101 | ||
| 4.1 | There is no greater or lesser truth - just truth. | 101 | ||
| 4.2 | Spirit of branding | 103 | ||
| 4.3 | Your logo and visual identity | 105 | ||
| 4.4 | Rejuvenating aging brands | 108 | ||
| 4.5 | Branding of CEOs and senior managers | 111 | ||
| 4.6 | Have you forgotten to brand your employees? | 114 | ||
| 4.7 | Does celebrity branding always work? | 117 | ||
| 4.8 | Imagination to reality | 119 | ||
| 5 | Leadership & Managing People | 125 | ||
| 5.1 | Excite and motivate me. | 125 | ||
| 5.2 | Hiring and keeping employees | 128 | ||
| 5.3 | Compassionate leadership | 131 | ||
| 5.4 | Education of an ethical leader | 135 | ||
| 5.5 | Knowledge Management (KM) | 139 | ||
| 5.6 | Dissent and loyalty | 143 | ||
| 5.7 | Effective meeting facilitation | 145 | ||
| 5.8 | Learning music and your employees | 148 | ||
| 6 | Internet Survival Tips | 153 | ||
| 6.1 | Don't judge the Buddha through the 32 marks. | 153 | ||
| 6.2 | Internet security basics for everyone | 155 | ||
| 6.3 | Swatting spam | 159 | ||
| 6.4 | Insider's track to beating viruses | 162 | ||
| 6.5 | Effective searches online | 165 | ||
| 6.6 | Are you branded on the Internet? | 167 | ||
| 6.7 | Getting ahead in search engine listings | 170 | ||
| 6.8 | Template-based web sites | 172 | ||
| 6.9 | No shopping cart? | 176 | ||
| 6.10 | Morse code | 179 | ||
| Bonus: Executive health tips | 183 | |||
| Training & Consulting | 187 | |||
| About the Authors | 188 | |||
| Other books | 189 | |||
| References | 190 |
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