Introduction: Why This Book Matters Right Now and for the Next Several Years!

“Tweetable Moment: Everyone is influential and through everyday conversations we influence others down the purchase funnel.

—#nextmediaco

About a year ago, I bought a special gift for my six-year-old daughter Savvy for her birthday. His name is Bailey, and he is a Teacup Yorkie. He was the cutest puppy ever, and we have taught him how to sit, shake, lie down, and roll over. He’s well-behaved and super spoiled, and he has certainly become a major part of our family. If you and I are friends on Facebook, Twitter, or Instagram, you already know this.

In the summer of 2012, we were planning a trip to Arizona to see my mom and sisters. My first thought was Bailey. Do we ...

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