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Conversational Capital: How to Create Stuff People Love to Talk About by Sid Lee, Eric Alper, Tony Babinski, Bertrand Cesvet

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Chapter 19. Designing a Solution

Having completed your audit, you can begin to truly assess where you stand. To help you do so, we crafted a questionnaire that helps you distinguish between levels of Conversational Capital, available at www.conversationalcapital.com. The goal is to provide an action plan specific to your strengths and weaknesses. After you use it, you will find that your brand experience fits into one of five possible categories.

Your position on the pyramid is determined by a combination of two factors: client satisfaction and salience. At the top of the pyramid, you are rich in both. As you descend, the amount of both decreases:

  1. The Sweet Spot: You are rich in Conversational Capital. People love you and have made you part of their ...

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