Likeonomics: The_unexpected_truth_behind_earning_trust_influencing_behaviour

Likeonomics......Page 7
Contents......Page 11
Warning: Unexpected Honesty.........Page 15
Prologue: How a Lard Salesman, an NFL Agent, and a YouTube Star Explain Likeonomics......Page 17
Introduction: Likeability, Rogue Economists, and the Lovable Fool......Page 27
Author's Note: Why I Don't Write about Synergy and Paradigm Shifts......Page 41
Part I The Crisis and the Solution......Page 43
Chapter 1 Inside the Modern Believability Crisis: How Rockefeller's Dimes, War Propaganda, and the Marlboro Man Ruined the World......Page 45
The Birth of Modern PR......Page 47
#occupywallstreet......Page 48
The Propaganda of Revolutions......Page 49
When Advertising Ruled the World......Page 51
The Mass Perception Principle......Page 52
Marketing as the Bad Guy......Page 54
Living in the Society of Distrust......Page 56
What Is the Believability Crisis?......Page 57
Solving the Believability Crisis......Page 58
Chapter 2 Navigating the Likeability Gap: What Rwanda, Golf Courses, and Ocean's Eleven Can Teach Us about the Decisions We Make......Page 61
The Movie Man......Page 63
What Business Are You In?......Page 65
The Engagement Problem......Page 66
The Reinvention of Rwanda......Page 68
Humility Wanted......Page 69
The Likeability Gap......Page 71
The Toilet Business......Page 73
Understanding Weak Ties......Page 74
Golf and the Likeability Gap......Page 75
Why Relationships Are Not about Networking......Page 76
Getting Julia Roberts......Page 78
The Age of Equivalence......Page 79
How Originality Died-and How We Can Get It Back......Page 81
The Differentiation Ideal......Page 82
The Likeability Gap and the World......Page 84
Chapter 3 The ROI of Likeability: Why Spreadsheets Need to Die, Websites Stink, and Likeable Politicians Always Win......Page 87
The New Stupid......Page 88
The Sexiness of Analytics......Page 89
Data Overload, Insight Underload......Page 90
Four Ways Data Becomes Meaningless......Page 91
Rethinking ROI......Page 92
The Flip Side of Data......Page 93
Why Context Matters (and Your ``Sticky'' Website Actually Stinks)......Page 94
The Real Reason Likeable Politicians Always Win......Page 95
Why Results Matter More than Data......Page 96
The Five Principles of Likeonomics......Page 97
Part II The Five Principles of Likeonomics......Page 99
Chapter 4 Truth......Page 101
Oprah's Secret......Page 102
The Lie Doctor and the Dalai Lama......Page 103
Empowerment versus the Anti-Truth Policy......Page 105
Embracing Your Inconvenient Truth......Page 106
Selling Cardboard......Page 108
Why Being Truthful Is So Hard......Page 109
The Three Elements of Truth......Page 110
Chapter Summary: Three Things to Remember about Truth......Page 113
Chapter 5 Relevance......Page 115
The Relevance Challenge......Page 117
Canada's Favorite Storyteller......Page 118
Handshakes in Kazakhstan......Page 120
The Renaissance Banker......Page 122
Everyone Who Matters Knows You......Page 123
Why Is Relevance So Hard?......Page 125
The Three Elements of Relevance......Page 126
Chapter Summary: Three Things to Remember about Relevance......Page 128
Chapter 6 Unselfishness......Page 131
Creating an Ideal World......Page 132
The Ethical Warehouse......Page 135
What about the Selfish Gene?......Page 136
Wikinomics and the Rise of Collaboration......Page 137
Finding the Altruism Gene......Page 138
Do Doctors Need to Be Competent and Kind?......Page 139
Why People Don't Sue Likeable Doctors......Page 141
How the Unselfish and Compassionate Will Rule the World......Page 143
How Japanese Citizens Responded to Disaster with Unselfishness......Page 144
The Customer Service Revolution Will Be Twitterized......Page 147
Why We Are Selfish......Page 148
The Three Elements of Unselfishness......Page 150
Chapter Summary: Three Things to Remember about Unselfishness......Page 152
Chapter 7 Simplicity......Page 153
Desperately Seeking Simplicity......Page 155
The Plain Language Movement......Page 156
The Myth of Good Complexity......Page 157
Gadget Confusion......Page 158
Flipping the Video Camera Market......Page 160
Winning on Simplicity......Page 161
How Simplicity Inspires Trust......Page 163
How Orange Got People Saving Again......Page 164
Hypnotizing Chickens......Page 165
How Napkins Can Explain Health Care......Page 166
Why Simplicity Gets So Complicated......Page 168
The Three Elements of Simplicity......Page 169
Chapter Summary: Three Things to Remember about Simplicity......Page 171
Chapter 8 Timing......Page 173
The Most Creative Lunch in History......Page 175
Timing Is Everything......Page 177
How Sweetening Changed Television History......Page 178
Gilt and Luxury with an Expiration......Page 179
The Rise of Shopper Marketing......Page 180
Google ZMOT......Page 181
Why Timing Is So Tough......Page 183
The Three Elements of Timing......Page 184
Chapter Summary: Three Things to Remember about Timing......Page 186
Conclusion......Page 187
Living in the Era of Likeonomics......Page 188
Likeonomics on Mulberry Street......Page 189
Part III The StoryBook......Page 191
Introduction: How the StoryBook Works......Page 193
Bhutan: The Real Happiest Place on Earth......Page 195
Green Bay Packers: Why Cheeseheads Rule the NFL......Page 197
Khan Academy: Flipping the Rules of Education......Page 199
Maverick Adventures: Kitesurfing with Richard Branson......Page 201
Anupy Singla: The Fast Rise of Slow Cooking......Page 203
The Backstory: The Making of Likeonomics......Page 207
Special Thanks......Page 209
Notes: Further Reading and Research......Page 211
About the Author......Page 215
Index......Page 217