1. UnSelling
2. Joshie Is Branding
3. Funnel Vision
4. Remedies for Funnel Vision
5. Pulse
6. Air Canada versus WestJet
7. External Pulse Factors and Trends
8. Our Return Policy Is for You Not to Return
9. Taking the Customer Pulse
10. Are You in the Customer Tolerating Business?
11. Internal Factors and AIM
12. Aspiring to Be a Jedi
13. Information
14. Motivation
15. Why Boston Will Have Fewer Check-Ins
16. Brand Flatline: It’s Not Me; It’s You.
17. Avoid the Brand Attack
18. The Three Types of Pulse We Need to Pay Attention To
19. The Game of Loyalty
20. What Really Matters in Branding
21. The Pulse of an UnAwesome Industry
22. Flying the Kite of Community
23. Taking My Pulse
24. Big Ass Chapter
25. Direct versus Moral Offense
26. Offensive Real Estate
27. The Moral Offense
28. The Politics of Engagement
29. Insubordinate Customers
30. Outrage Outreach
31. The Impenetrable Brand
32. Pivot
33. Hiring at Rock Bottom
34. From the Walkman to the iPod
35. Why I Didn’t Invent Spanx
36. What Happens When You Pivot and No One Notices?
37. Netflix versus Blockbuster
38. The Secret World of Book Publishing
39. Crowdfunding
40. Customer Reviews: The Good, the Bad, and the Future
41. Beware of Mountain Climbers Who Sell Equipment
42. Social Media by the Dozen
43. What Really Matters in Social
44. Who Polices the Police Presentations?
45. How Not to Apologize
46. Lack of Tartar Sauce Tact
47. Your Community Is an Allen Key
48. Return the Brand High Five
49. Stopping the Share
50. The Value of a Read: AKA Sensational Headlines Are Evil
51. Avoid the Cleanse: How to Keep Your Subscribers
52. Should You Trade in Trade Shows?
53. What Really Matters in Speaking
54. What Really Matters in Podcasting
55. What Really Matters in Blogging
56. Company-Created Community
57. Up the Customer Creek
58. Passive versus Active Exposure
59. The Inner Social Circle
60. Social Media Success Is None of Your Brand’s Business
61. Conclusion
Index
