CONTENTS -- Introduction -- 1 Have a vision -- 2 Making your employees proud -- 3 Add some value -- 4 Develop a company history -- 5 Establish your mission -- 6 Instant recognizability -- 7 A good first impression -- 8 Give the product away -- 9 Bumper-sticker strategy -- 10 Establish your values -- 11 Consumer science sells stories -- 12 Feel-good advertising -- 13 Know your customer's motivations -- 14 Adopt the right attitude -- 15 Make it happen -- 16 Imagine -- 17 Build a corporate brand -- 18 Getting people to give you time -- 19 Seek out change -- 20 Forget impact, go for understanding -- 21 Find the decision maker -- 22 Be human -- 23 Take the fight to the enemy -- 24 Who sets the selling price? -- 25 Build the perfect top team -- 26 May the best man win -- 27 Piggyback on celebrity news -- 28 Deep-dive prototyping -- 29 Be available -- 30 Where there's a problem there's a cost -- 31 Be meritocratic -- 32 Put in some style -- 33 Tackling the tyranny of the urgent versus the important -- 34 Agree the impossible -- 35 Collaborate -- 36 Find the USP -- 37 Eliminating waste (muda) -- 38 Be passionate -- 39 Strawberries and cream -- 40 Respect your consumer -- 41 The rule of 150 -- 42 Get them nodding -- 43 Do something very, very peculiar -- 44 Mix things up -- 45 Communicate in a relevant way -- 46 Brand spaces -- 47 Beware favorites -- 48 I think, therefore I fail … -- 49 Not just logical -- 50 Wish you were here -- 51 Create an entrepreneurial culture -- 52 End in -est -- 53 The tipping point -- 54 Bring a friend -- 55 Close contact -- 56 Create a crisis team -- 57 Being spaces -- 58 Give people a glimpse behind the scenes -- 59 Engage people's emotions -- 60 Again and again and … -- 61 Reposition into a better market -- 62 Stand up to customers -- 63 What not to put on your order form -- 64 Create some "how-to" tips -- 65 Hardball.

66 Be prominent on google -- 67 Climb the stairs -- 68 Focus on the wildly important -- 69 Create curiosity -- 70 Pick the segments nobody else wants -- 71 Stick to the vision -- 72 Use a "document parking" system -- 73 You tell me what we need to do! -- 74 Precision marketing -- 75 Set a good example -- 76 Use the packaging -- 77 The power of description -- 78 Get on youtube -- 79 Stop being judgemental -- 80 Define your opponent -- 81 Flog it on eBay -- 82 Avoiding commoditization -- 83 Help your allies to help you -- 84 Plan for every contingency -- 85 Create a top ten list -- 86 The usefulness of "gatekeepers" -- 87 Make people behave -- 88 Subject lines -- 89 Keeping your product offering current -- 90 Link your PR and your advertising -- 91 Play a game -- 92 Work with the team you have -- 93 Find the lost tribe -- 94 Work around inherent problems -- 95 Do a random act of kindness -- 96 Clustering -- 97 Whet the customer's appetite -- 98 Charge what the service is worth -- 99 Catch your celebrity early -- 100 Communicate simply -- 101 Watch how people actually use your products -- 102 Support their charity -- 103 Clear intentions -- 104 The buyer's cycle -- 105 Tailor your products -- 106 Integrate communications -- 107 Get your netiquette right -- 108 Devolve decision making -- 109 Brag, but do so convincingly -- 110 Audacity -- 111 Discourage the undesirables -- 112 Good, better, best... acceptable -- 113 Balancing core and the context -- 114 Make customers respect you -- 115 Think laterally -- 116 Go against the flow -- 117 Online copy that grows your business -- 118 Benchmark yourself -- 119 Servant leadership -- 120 Turning the supply chain into a revenue chain -- 121 Be humorous -- 122 The wonders of "B" -- 123 Work with the negative aspects of your product -- 124 Use complaints as a springboard -- 125 Go to the source of customers.

126 Practice democracy -- 127 Form a club -- 128 Reinvention -- 129 Bring in the scientists -- 130 Be afraid, be very afraid -- 131 Build a new distribution channel -- 132 Think small -- 133 March towards the sound of the guns -- 134 Make your customers laugh -- 135 Lifestyle brands -- 136 Keep them waiting -- 137 Don't waste customers' time -- 138 Do good by stealth -- 139 Aim at influencing particular result areas -- 140 Give the team the tools to do the job -- 141 It came from outer space -- 142 Vendor lock-in -- 143 Do something incongruous -- 144 Breaking the ice -- 145 Developing a sales culture -- 146 Avoid giving a discount -- 147 Have a startling brand -- 148 Create followers -- 149 Write more and double your profits -- 150 Move from the general to the particular -- 151 Empowering your customers -- 152 Show to sell -- 153 Make use of checklists -- 154 Quick wins -- 155 Write a reverse pyramid -- 156 The sound of silence -- 157 Follow your instincts -- 158 Follow up on customers later -- 159 Mass customization -- 160 Over to you -- 161 Develop your news sensitivity -- 162 Encourage diversity -- 163 Tap into country-of-origin effect -- 164 Get the competition into the discussion -- 165 Create a photo opportunity -- 166 Cancellation as a time saver -- 167 Be authentic -- 168 Scenario planning -- 169 Love your customers, love what they love -- 170 Gaining acceptance -- 171 Check out the blogs -- 172 Transform the team -- 173 Don't compete -- 174 What do you mean "If"? -- 175 Herding cats -- 176 Let the plant grow -- 177 Six-hat thinking -- 178 Set an ambush -- 179 Engaging with the audience -- 180 See the bigger picture -- 181 Make the product easy to demonstrate -- 182 Know when to leave well alone -- 183 Give people autonomy -- 184 Use your customers' timing -- 185 Age-sensitive management -- 186 Soldiering on -- 187 Create a feature.

188 Surviving a downturn -- 189 Zero tolerance and the staff kitchen -- 190 Enhancing customers' recall of you -- 191 To meet or not to meet -- 192 Encourage real debate -- 193 I really must apologize -- 194 Built-in obsolescence -- 195 Write a letter -- 196 Lose your ego -- 197 Make it fun -- 198 Staring into space -- 199 Tips for powerful emails -- 200 Communicate the vision -- 201 Run a survey -- 202 Redefine your audience -- 203 Are you standing comfortably? -- 204 Avoid duplicating information unnecessarily -- 205 Use a spoken logo -- 206 Learning together -- 207 Write a feature -- 208 Thinking ahead -- 209 Allow choice to drive decisions -- 210 Be resourceful! -- 211 Building trust -- 212 Let your enemies talk -- 213 Give a gift that really does something -- 214 The last word -- 215 Allow for the unexpected -- 216 Learn from failure -- 217 Piggyback your story -- 218 Avoiding a common confusion -- 219 Employee value proposition -- 220 Anyone have anything to say? -- 221 Guarantee as much as you can -- 222 Set the price, even on things you are giving away -- 223 Good enough -- 224 Write a newsletter -- 225 TBA-to be avoided -- 226 Resolve to "blitz the bits" -- 227 Use visual aids even when you cannot -- 228 Innovations in day-to-day convenience -- 229 Become sustainable -- 230 Milk those cows! -- 231 Do you dissolve your worries in a solution? -- 232 Keep a sense of burning urgency -- 233 Write a case study -- 234 Give yourself some time rules -- 235 Be firm -- 236 Make your customer improve your productivity -- 237 Intelligent negotiating -- 238 Bite-sized and manageable -- 239 Make sure you're not inadvertently increasing costs! -- 240 Make small improvements -- 241 Sponsor something in B2B -- 242 Do a swap -- 243 The right weight of case -- 244 Never compete with interruptions -- 245 Experiential marketing -- 246 Be bold in a crisis.

247 Bait the hook -- 248 Drive the culture right through the organization -- 249 Hold a competition -- 250 Never tell obvious lies -- 251 Be demanding -- 252 Put yourself on your website -- 253 Valuing instinct -- 254 Show people the competition -- 255 One thing at a time-together -- 256 Communicate in crisis -- 257 Keep customers thinking of you -- 258 Tell the whole story -- 259 A taxing question -- 260 Avoid purposeless meetings -- 261 Ask for referrals -- 262 Cannibalizing -- 263 Focus on the key issue for your customer -- 264 Best time for appointments -- 265 Know the detail -- 266 Stimulate debate -- 267 Understand how you are judged -- 268 Keeping your dogs under control -- 269 Be accountable -- 270 Get your own domain name -- 271 Innovation culture -- 272 Promises, promises -- 273 Stay alert -- 274 Think local -- 275 Be vigilant -- 276 A magic word -- 277 Recognize people -- 278 Surprise customers with speed of response -- 279 Use testimonials -- 280 The leadership pipeline -- 281 Introduce a third alternative -- 282 Attract and encourage talent -- 283 Tell people you've won an award -- 284 Let people rip off your ideas -- 285 Be careful what you wish for! -- 286 In the beginning-or not? -- 287 Let them shout! -- 288 Silo busting -- 289 Maximize your collection of useful information -- 290 Get out of the limelight -- 291 Go where people will see you -- 292 A cosmic danger -- 293 Tell people what things cost -- 294 Do the right thing -- 295 Develop a separate brand for each market -- 296 Managing by wandering about (MBWA) -- 297 Come fly with me -- 298 Keep your eggs in one basket -- 299 Listen, learn and act -- 300 Join a trade organization -- 301 Remove fear of risk -- 302 Buyer aware! -- 303 Almost unique -- 304 Set reasonable goals -- 305 Convergence -- 306 Not at your convenience -- 307 The most time-saving object in your office.

308 Respect the culture you inherit.