I want to thank my fellow crayonistas, in particular Amadeo Plaza for his contributions toward this book. In addition, I want to thank Greg Verdino for his ongoing counsel and also because I didn’t thank him in Join the Conversation.
A number of organizations helped make this book possible, but in particular Forrester Research and Satmetrix gave me access to key research, data, and insights.
To Seth Godin, who (unbeknownst to me) authored an e-book several years back titled Flipping the Funnel. When I found out about it, I asked him how he felt about my book concept, which admittedly was different enough from his specific take. Being the gentleman he is, he told me to venture forth, be fruitful and multiply, which I found strange but uplifting nonetheless. Thanks, Seth.
This book is all about customers and so to my customers, both crayon clients who have allowed me the incredible opportunity to work with their esteemed brands and put all this theory into practice, and to the countless companies that put their money where my mouth is and bring me out to speak to audiences in every major continent on this planet—thank you all for your business, friendship, and continued support.
To my community of readers, listeners, viewers, friends, fans, and followers, thank you for all your wisdom and for making me look smart.
As always, to my Mother. Do I even need to give a reason?