Shift & Reset: Strategies for Addressing Serious Issues in a Connected Society

Table of contents

1. Cover
2. Title
3. Copyright
4. Dedication
5. Contents
6. Foreword
7. Preface
8. Introduction: Knocking the Meteorite Off Its Course
9. Chapter 1: Starting the Shift and Reset Process
   1. A Wake-up Call
   2. The Need for Better Marketing
   3. No More Excuses: An Invitation
   4. Go Big or Go Home
   5. Don’t Forget to Be Impressed
   6. In Summary
10. Chapter 2: Embracing a New Approach: Mission and Measurement
    1. Paging Don Draper: Both the Method and the Conversation Have Changed
    2. An “Inconvenient Truth” about How Complicated a Small Change Can Be
    3. Why “Why?” Matters
    4. Serving Causes versus Solving Them
    5. The Determinants of Brand: It Should Be about Experience
    6. Narrower Focus Equals Bigger Opportunity
    7. Put Yourself Out of Business
    8. Mission and Measurement
    9. In Summary
11. Chapter 3: Knowing (Your Audience) Is Half the Battle
    1. Consider the Snuggie
    2. Demographic Doppelgangers
    3. Using Data toward Creating Solutions
    4. How the Brain Works Today
    5. Remember the Long Tail
    6. Understanding the Customer Experience
12. Chapter 4: Shift Your Language or Get Left Behind
    1. Language Will Always Matter
    2. How Language Works
    3. If It Bleeds, It’s Probably Hurt
    4. Information Moves Quickly, While Real Change Takes Time
    5. The Tao of Zappos
    6. The Language of Influence
    7. In Summary
13. Chapter 5: Shift Your Awareness and Really Support Your Mission
    1. Awareness Is a Gateway Drug
    2. Awareness Campaigns (Alone) Are Bullsh*t
    3. The Limits of Awareness
    4. Giving a Mouse a Cookie
    5. Meaningful Experiences Create Meaningful Change
    6. The Commoditization of Important Issues
    7. Whizbang and the Swoopie Thing
    8. In Summary
14. Chapter 6: Shift Your Education and Leverage Everyone’s Passions
    1. Marketing Channels
    2. Why Education Matters
    3. How the Web Works: A Series of Tubes
    4. The Evolution of Learning
    5. Making the “Complex” Less Difficult to Understand
    6. Can You Tell Me How to Be Like Sesame Street?
    7. Waiting for the Fantastic Four
    8. No Time for Waiting
    9. In Summary
15. Chapter 7: Shift Your Engagement: It’s about Being Active, Not Just Being Present
    1. Factoring in the Inevitable Fatigue
    2. How Technology Impacts Engagement
    3. Why People Do Things
    4. An Olympic-Sized Challenge
    5. A More Focused Approach
    6. Mere Presence Is Not a Strategy
    7. Walk Backwards and Carry a Big Stick
    8. Circle of Friends: Finding Out How People Engage, and What They Are Engaging Around
    9. In Summary
16. Chapter 8: Shift Your Mobilization Efforts and Perform the Right Actions
    1. Awareness Is Not Enough
    2. The Importance of Mobilization
    3. The Shiny Object Syndrome
    4. It’s Easier to Sit on the Couch than Go Running
    5. Behind Curtain Number One
    6. You Like Me, You Really Like Me
    7. A Million Little Pieces
    8. In Summary
17. Chapter 9: Shift Your Game Plan in Supporting Big Issues
    1. Organizing and Supporting in a Way that Connected Society Demands
    2. Winning Isn’t Everything, It’s the Only Thing
    3. A Commitment to Doing Things a Certain Way—Then Changing
    4. What Would Google Do?
    5. Rewarding the Difficult Stuff
    6. Size Doesn’t Matter (As Much As You Think)
    7. Show Me the Mission
    8. In Summary
18. Chapter 10: The Franken-org: Ways to Increase the Functionality of an Organization and Its Staff (to Drive the Mission)
    1. Walmart Is a Franken-org
    2. Forcing Change
    3. Measure Ability (Not Experience)
    4. Is It Time to Fire Your Staff?
    5. Don’t Settle: Expect the Best
    6. Real Skills Aren’t Schooled
    7. Stop the Insanity
    8. Launching Fast, Failing Quick, and Learning
    9. Changing before It’s Too Late
    10. In Summary
19. Chapter 11: Stop Doing These Four Things
    1. 1: Stop Giving Gifts (and Stop Asking for Them, Too)
    2. 2: Stop Creating New Organizations
    3. 3: Stop (Over)Using Social Media
    4. 4: Stop Creating Case Studies (or Listening to Them)
    5. In Summary
20. Chapter 12: Once You Have Shifted . . . Now Reset and Think Bigger!
    1. The Time Is Now (to Think Bigger)
    2. It Takes a Mega-Region
    3. Nowhere to Go But Up
    4. The Big Red Button
21. Chapter 13: After Impact
    1. Making Your Shift-and-Reset Plan Work
22. Notes
23. About the Author
24. Contributor Biographies
25. Acknowledgments
26. Index