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The Power of Unpopular

By Erika Napoletano

The Power of Unpopular Law

The Power of Unpopular

0 - Default Title
Description
Being popular sucks. Somewhere along the way, business owners got the idea they had to be popular in order to be successful, when, in fact, the opposite is true. Every successful brand in history-from corporate behemoths to your neighborhood coffee shop-is vastly unpopular with a distinct demographic, yet succeeds wildly with the right audience. Isn't it time to rethink "unpopular"? In The Power of Unpopular, you'll discover what the world's greatest innovators have always known: popular is the last thing you ever want to build a business to be. Stop focusing your brand-building on groups who will never like you and learn how to identify the audience you want to serve. The Power of Unpopular simply-and bluntly-explains concepts that you can immediately graft onto your existing business strategies: - Discover your brand personality and explore what you gain from taking a stand - Find the people who will benefit from what you have to offer, and then tell them a story that they want to hear - Become an approachable brand that invites conversation and a high level of customer input - Build your community and get your brand shared- Scale your brand in a way that ensures that it will survive its own growth - Understand profitability-in both financial and emotional terms Featuring real businesses from across the globe, this irreverent guide couples theory with practice, blazing pathways that businesses of any size or age can follow. Becoming unpopular shows you who you are and what you have to offer-and lets you tell all the naysayers to shove it. Change the way you do business and live your life-become unpopular. Learn more about her and the book at www.erikanapoletano.com and www.unpopularbook.com.
Product details
Edition:
1
Number of Pages:
224
Release Date:
2012-04-10
Publication Date:
2012-03-27
Publisher:
Wiley
Languages:
Original: English
ISBN10:
1118134664
ISBN13:
9781118134665
GPSR Manufacturer Reference:
[email protected]
Weight:
481 g
Height:
157 cm
Width:
235 cm
Thickness:
17 cm
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