Introduction xiii

A note on Improvement xix

A note on Change xxi

Resources xxv

PART ONE: THE EPIDEMIC AND THE MIRACLE CURE

one • Good News and Bad News: You’re Leaving Billions on the Table 

Technology Is like Sports
Your “Marketing” Is Undermining You
Consumers Are Missing from your Consumer Marketing

two • Your Success Depends on a Series of Shifts
Shifting your Mindset
Shifting your Approach to Strategy formulation
Shifting your Consumers’ Perceptions
How Consumers Perceive Technology

three • A Revolutionary System for Creating Consumer Electronics Evangelists
Progress Must Be Chronological
Gravity Pushes Backward
Product excellence
Deep Insights About your Consumers
Powerful language
Streamlined Public Relations
Effective Platforms for Communicating directly with Mainstream Consumers
Facilitate and encourage Mainstream Word-of-Mouth Communication
What evangelists Will do for you and How to Maintain Them

PART TWO: PRODUCT EXCELLENCE

four • Your Product: Functional Excellence

Functional Excellence: The first 75 Percent
Singular Products Exceed Expectations
Perceived Quality of Life
The fGf: feel Good factor
Executives, Engineers, and Marketers (oh My!) 87

five • Product Names and Prices
Terrible Product names
The Consumer Pricing expectations Range (CPeR)
Shifting the CPeR
Why Wide Retail Availability Is Critical

PART THREE: CONSUMER INSIGHTS

six • Your Customers
Early Adopters vs. Mainstream Consumers
The Customers you Create
Customer Loyalty, Temptation, and the Greenest Grass
Keeping Customers Is More Challenging Than Ever

seven • Everything Begins with Consumer Insights
Imagine the Unimaginable: Talking to your Customers
How to Gather Consumer Insights
Sample Conversations with Customers
The Formula
Required Reading
Insights from Social Media

PART FOUR: THE COMMUNICATIONS

eight • Language Is Everything
 It’s All About lifestyle 165 Always Tell Stories
Always Be Simple
ABC: Always Be Communicating

nine • How Your Public Relations Kills Consumer Electronics
Imagine Being a Journalist
Public Relations Problems and Solutions

ten • Your Communications Platforms
 The Downside of Social Media
Effective Social Media Implementation
The Blogosphere
Big Media
Product Packaging
Product Manuals

PART FIVE: CONSUMER EVANGELISM

eleven • Word of Mouth and Buzz Building
How Apple Builds Buzz 229 Apple’s Communities
Word-of-Mouth Buzz Is What Tips You

twelve • The Joys of Having Evangelists
How to Attain evangelists
What evangelists Can do for you
How to Maintain evangelists

thirteen • The Evangelist Marketing Assessment

 Conclusion • Go Forth, Tell Everyone the Good You Do 

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