Inside Your Customer's Imagination

Index

• A
• Abreu, Thomas, 69
• absurdity, getting used to, 179–180
• acceptance, creating, 103–104, 173
• accountability, sides of, 85
• Adair, Johnny, 32
• Agrawal, Miki, 180
• agreements
  • benefits of, 147
  • keeping, 142
  • setting, 149–150
  • in Trust secret, 128
  • versus value-based guardrails, 142
  • writing, 143–145, 149–150
• Airbnb, 121
• Alexander, Nathan, 118
• analogy, using with customers, 28
• Andreasen, Nancy, 158
• answers, stretching with, 122–123
• anthropological witnessing, 17–18, 32, 34, 38–39
• The Arbor Company, 99
• Archimedes, 49
• Assyria, rule of, ix
• attraction and innovation, 54, 60
• auto auction company, 24–25
• B
• Babylonian King Marduk Zakir Shumi, ix
• banjo player, Béla Fleck, 147–149
• Basarab, Dave, 113–114
• “Be all…there,” 108
• “Be the Car” project, 25
• “be the ...