Contents -- About the authors -- Introduction -- 01 Our approach to campaigns and campaigning -- Learning to become better -- Our new definition and our approach to campaigning -- Purpose, philosophy, attitude and attributes -- Leaders, vacuums and campaigns -- The nature and purpose of communication -- The value of communication -- The inevitability of influence -- The likelihood of resistance -- The need for an ethical approach -- The seven principles of campaigning -- The Campaign It! model -- Final thoughts -- 02 Cause -- Introduction: from law-suits to the pursuit of principle and a click-whirr -- Managing personal emotions -- Creating a cause -- The inevitability of simultaneous campaigns -- Gradations of cause: why size really doesn't matter -- What to do with a cause -- The power that comes from having a cause -- Courage -- Cause, objectives and a washing line -- Final thoughts -- 03 Recognizing and understanding your audiences -- Tourism, campaigning and a casual glance -- Thinking of an audience -- The purpose of audience analysis -- The starting point -- Principles and methods of audience analysis -- How do we ask great questions? -- Managing feedback -- Research -- Qualitative research -- Quantitative research -- Choosing and/or mixing quantitative and qualitative research -- Formal and informal analysis -- Using our knowledge -- Barriers to audience analysis -- The audience within -- Final thoughts -- 04 The narrative -- A note from AB before we begin -- Once upon a time and other ways to begin -- Little Red Riding Hood and the power of storytelling -- Creating the campaign narrative -- Creating and sharing the narrative -- Everyone remembers a great ending -- The bubble of fiction and the frame of perception -- Well-packaged honesty -- A rich reduction -- Final thoughts -- 05 Influencing conversations -- Before the music plays.

Sticks and stones and all that jazz -- Being in tune -- Matching communication patterns -- Hearing the music, reading the score -- Language -- Body language -- Decision-making tendencies -- Our own words -- Final thoughts -- 06 Mapping the campaign -- Maps, models and the courage to go first -- Creating a campaign map: from fiction to reality -- Creativity -- The 7I creativity wheel -- Momentum -- Final thoughts -- 07 Integrating activities -- Bringing the campaign to life -- Activity management -- The campaign team -- Tools, channels and an essential wiggle -- Planning, unpredictability and trade-offs -- The magic of the web -- Final thoughts -- 08 ! -- E-motion -- Be-cause -- Final thoughts -- 09 Being a campaigner -- Identity -- A beginning, an ending -- Politics, pounds and a lesson from a Sea Monster -- Margate, Margaret and May -- Learning and leading -- Head office, America, 92 seats and a question about vets -- The beautiful game and location, location, location -- bbm -- Very final thoughts -- Index.