Book description
Rocket tells the story of how sixteen remarkable business leaders created great brands. Leslie Wexner tells you how he turned a two-store chain into a $6.5 billion worldwide brand called Victoria Secret, and Howard Schultz shares how he took his passion for a little coffee shop in Seattle and grew it into a 22,000-store chain, just to name two. Every story is connected to a “how-to” lesson, and by the end, you’ll have what you need to turn your best customers into apostles, cravers, and brand ambassadors.
A must-have guide for everyone who wants to grow their business faster than a competitor, this authentic, vibrant, and engaging book brings you the latest practical techniques for knowing your customers’ desires and behaviors in order to deliver intimately rewarding experiences every time they shop—including knowing what they need before they do. Included is a “self critique” to identify where you are currently before you transform your career and company by mastering how to:
• Create a demand-space map and predict how big a share of a demand space you can win with the proper mix of emotional and functional benefits satisfying the attributes of that space
• Determine a strategic direction for where to place investment bets, identify which brands are best suited to win, and which are most responsive to investment
• Deliver all the core benefits of a particular demand space in your product—from packaging, shelving, pricing, and promotion to message development, store operations, delivery, and employee engagement
• Maintain a long-term vision to continuously quantify and modify for ongoing improvement, while using your successes to convert more champions along the way
With Rocket, you can rise into a cycle of renewal, energy, and power that can launch startups to phenomenal success and turn around the fate of multinational corporations.
Table of contents
- Cover Page
- Title Page
- Copyright Page
- Dedication
- CONTENTS
- PREFACE
- INTRODUCTION: Cultivate the Apostles to Become a Beloved, Iconic Brand
- CHAPTER ONE: Don’t Ask Your Customers What They Want (Because They Don’t Know Until You Show Them)
- CHAPTER TWO: Woo Your Biggest Fans (Because They’re Absolutely Worth It)
- CHAPTER THREE: Always Welcome Your Customers’ Scorn (Because You’ll Come Back Stronger)
- CHAPTER FOUR: Looks Do Count (Because People Really Do Judge a Book by Its Cover)
- CHAPTER FIVE: Transform Your Employees into Passionate Disciples (Because Love Is Truly Infectious)
- CHAPTER SIX: Better Ramp Up Your Virtual Relationships (Because That’s What Your Customers Are Doing)
- CHAPTER SEVEN: Take Giant Leaps (Because You’re Not Going to Win with Timid Steps)
- CHAPTER EIGHT: Find Out What Schismogenesis Means (Because It Will Save Your Relationships)
- EPILOGUE: Tools, Techniques, Challenges, and Words of Advice
- FINAL WORDS OF ADVICE: So What Does It Take to Build a Great Brand?
- NOTES
- SELECTED BIBLIOGRAPHY
- ACKNOWLEDGMENTS
- INDEX
Product information
- Title: Rocket: Eight Lessons to Secure Infinite Growth
- Author(s):
- Release date: October 2015
- Publisher(s): McGraw-Hill
- ISBN: 9781259585432
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