Book description
How to become a trusted resource for consumers in a society of constant manipulation
People decide who to trust, what advice to heed, and which individuals to forge personal or transactional relationships with based on a simple metric of believability. Success, in turn, comes from understanding one basic principle: how to be more trusted. Likeonomics offers a new vision of a world beyond Facebook where personal relationships, likeability, brutal honesty, extreme simplicity, and basic humanity are behind everything from multi-million dollar mergers to record-breaking product sales. There is a real ROI to likeability, and exactly how big it is will amaze you.
Likeonomics provides real-world case studies of brands and individuals that have used these principles to become wildly successful, including:
An iconic technology brand that awakened a revolution among their employees by standing for something bigger than their products
A Portuguese singer who used YouTube to rack up more than 30 million views and launch her professional career. A regional team of financial advisors that went from being last in the nation among 176 branches to first, and stayed there for 13 of the next 15 years
A tiny professional sports talent agent who achieved the impossible by landing the #1 drafted player in the NFL draft as a client through the power of relationships
Author Rohit Bhargava is a founding member of the world's largest group of social media strategists at Ogilvy, where he has led marketing strategy for clients including Intel, Pepsi, Lenovo, Seiko, Unilever, and dozens of other large companies
With Likeonomics as a guide, readers will get unconventional advice on how to stand out in a good way, avoid the hype and strategic traps of social media, and appeal to customers in a way that secures your company as a trusted and believable resource.
Table of contents
- Cover
- Praise for Likeonomics
- Title Page
- Copyright
- Dedication
- Epigraph
- Warning: Unexpected Honesty…
- Prologue: How a Lard Salesman, an NFL Agent, and a YouTube Star Explain Likeonomics
-
Introduction: Likeability, Rogue Economists, and the Lovable Fool
- Why People Believe in Likeability (and Why They Don't)
- The Nonboring Economics of Likeonomics
- The Psychology of Likeonomics
- The Jobs Paradox
- Do We Need to Be Liked?
- The Hidden Appeal of the Likeable Fool
- Inside Part I: The Crisis and the Solution
- Inside Part II: The Principles
- Inside Part III: The StoryBook (Likeonomics in Action)
- Author's Note
-
Part I: The Crisis and the Solution
- Chapter 1: Inside the Modern Believability Crisis: How Rockefeller's Dimes, War Propaganda, and the Marlboro Man Ruined the World
-
Chapter 2: Navigating the Likeability Gap: What Rwanda, Golf Courses, and Ocean's Eleven Can Teach Us about the Decisions We Make
- The Movie Man
- What Business Are You In?
- The Engagement Problem
- The Reinvention of Rwanda
- Humility Wanted
- The Likeability Gap
- The Toilet Business
- Understanding Weak Ties
- Golf and the Likeability Gap
- Why Relationships Are Not about Networking
- Getting Julia Roberts
- The Age of Equivalence
- How Originality Died—and How We Can Get It Back
- The Differentiation Ideal
- The Likeability Gap and the World
-
Chapter 3: The ROI of Likeability: Why Spreadsheets Need to Die, Websites Stink, and Likeable Politicians Always Win
- The New Stupid
- The Sexiness of Analytics
- Data Overload, Insight Underload
- Four Ways Data Becomes Meaningless
- Rethinking ROI
- The Flip Side of Data
- Why Context Matters (and Your “Sticky” Website Actually Stinks)
- The Real Reason Likeable Politicians Always Win
- Why Results Matter More than Data
- The Five Principles of Likeonomics
-
Part II: The Five Principles of Likeonomics
- Chapter 4: Truth
- Chapter 5: Relevance
-
Chapter 6: Unselfishness
- Creating an Ideal World
- The Ethical Warehouse
- What about the Selfish Gene?
- Wikinomics and the Rise of Collaboration
- Finding the Altruism Gene
- Do Doctors Need to Be Competent and Kind?
- Why People Don't Sue Likeable Doctors
- How the Unselfish and Compassionate Will Rule the World
- How Japanese Citizens Responded to Disaster with Unselfishness
- The Customer Service Revolution Will Be Twitterized
- Why We Are Selfish
- The Three Elements of Unselfishness
-
Chapter 7: Simplicity
- Desperately Seeking Simplicity
- The Plain Language Movement
- The Myth of Good Complexity
- Gadget Confusion
- Flipping the Video Camera Market
- Winning on Simplicity
- How Simplicity Inspires Trust
- How Orange Got People Saving Again
- Hypnotizing Chickens
- How Napkins Can Explain Health Care
- Why Simplicity Gets So Complicated
- The Three Elements of Simplicity
- Chapter 8: Timing
- Conclusion
-
Part III: The StoryBook
- Introduction: How the StoryBook Works
- Bhutan—The Real Happiest Place on Earth: Industry
- Green Bay Packers—Why Cheeseheads Rule the NFL: Industry
- Khan Academy—Flipping the Rules of Education: Industry
- Maverick Adventures—Kitesurfing with Richard Branson: Industry
- Anupy Singla—The Fast Rise of Slow Cooking: Industry
- The Backstory—The Making of Likeonomics
- Special Thanks
- Notes
- About the Author
- Index
Product information
- Title: Likeonomics: The Unexpected Truth Behind Earning Trust, Influencing Behavior, and Inspiring Action
- Author(s):
- Release date: May 2012
- Publisher(s): Wiley
- ISBN: 9781118238820
You might also like
book
Business Express: Sharpen your influencing strategies
If you need to be in the know in no time at all, Business Express will …
book
The Laws of Brand Storytelling:Win—and Keep—Your Customers’ Hearts and Minds
From the bestselling authors of The Power of Visual Storytelling comes the highly anticipated follow-up, The …
book
Opt-Out Effect, The: Marketing Strategies that Empower Consumers and Win Customer-Driven Brand Loyalty
&>will control your brand relationship, there’s only way to win: help them do it. shows you …
book
The Truth About Creating Brands People Love
Branding: secrets revealed, best practices explained, pitfalls exposed! • The truth about positioning brands and developing …