ISBN 9788126537150,Likeonomics




Wiley India Pvt. Ltd.

Publication Year 2012

ISBN 9788126537150

ISBN-10 8126537159


Number of Pages 224 Pages
Language (English)


People decide who to trust, what advice to heed, and which individuals to forge personal or transactional relationships with based on a simple metric of believability. Success, in turn, comes from understanding one basic principle: how to be more trusted. Likeonomics offers a new vision of a world beyond Facebook where personal relationships, likeability, brutal honesty, extreme simplicity, and basic humanity are behind everything from multi-million dollar mergers to record-breaking product sales. There is a real ROI to likeability, and exactly how big it is will amaze you.Likeonomics provides real-world case studies of brands and individuals that have used these principles to become wildly successful. About the Author Rohit Bhargava is a founding member of the world's largest group of social media strategists at Ogilvy where he has led marketing strategy for clients including Intel, Pepsi, Lenovo, Seiko, Unilever, and dozens of other large companies. He has been featured in The Wall Street Journal, BusinessWeek, and NPR as a marketing expert and is an Adjunct Professor of Marketing at Georgetown University. He has presented at Blogworld, Adweek, and TEDx, as well as numerous other events around the world. TABLE OF CONTENTS PART I The Crisis and the Solution Chapter 1 Inside the Modern Believability Crisis: How Rockefeller's Dimes, War Propaganda, and the Marlboro Man Ruined the World The Birth of Modern PR #occupywallstreet The Propaganda of Revolutions When Advertising Ruled the World The Mass Perception Principle Marketing as the Bad Guy Living in the Society of Distrust What Is the Believability Crisis? Solving the Believability Crisis Chapter 2 Navigating the Likeability Gap: What Rwanda, Golf Courses, and Ocean's Eleven Can Teach Us about the Decisions We Make The Movie Man What Business Are You In? The Engagement Problem The Reinvention of Rwanda Humility Wanted The Likeability Gap The Toilet Business Understanding Weak Ties Golf and the Likeability Gap Why Relationships Are Not about Networking Getting Julia Roberts The Age of Equivalence How Originality Died--and How We Can Get It Back The Differentiation Ideal The Likeability Gap and the World Chapter 3 The ROI of Likeability: Why Spreadsheets Need to Die, Websites Stink, and Likeable Politicians Always Win The New Stupid The Sexiness of Analytics Data Overload, Insight Underload Four Ways Data Becomes Meaningless Rethinking ROI The Flip Side of Data Why Context Matters (and Your 20182018Sticky'' Website Actually Stinks) The Real Reason Likeable Politicians Always Win Why Results Matter More than Data The Five Principles of Likeonomics PART II The Five Principles of Likeonomics Chapter 4 Truth Oprah's Secret Are You Building on a Sinkhole? The Lie Doctor and the Dalai Lama Empowerment versus the Anti-Truth Policy Embracing Your Inconvenient Truth Selling Cardboard Why Being Truthful Is So Hard The Three Elements of Truth Chapter 5 Relevance The Relevance Challenge Canada's Favorite Storyteller Handshakes in Kazakhstan The Renaissance Banker Making the Bank Relevant Again Everyone Who Matters Knows You Why Is Relevance So Hard? The Three Elements of Relevance Chapter 6 Unselfishness Creating an Ideal World The Ethical Warehouse What about the Selfish Gene? Wikinomics and the Rise of Collaboration Finding the Altruism Gene Do Doctors Need to Be Competent and Kind? Why People Don't Sue Likeable Doctors How the Unselfish and Compassionate Will Rule the World How Japanese Citizens Responded to Disaster with Unselfishness The Customer Service Revolution Will Be Twitterized Why We Are Selfish The Three Elements of Unselfishness Chapter 7 Simplicity Desperately Seeking Simplicity The Plain Language Movement The Myth of Good Complexity Gadget Confusion Flipping the Video Camera Market Winning on Simplicity How Simplicity Inspires Trust How Orange Got People Saving Again Hypnotizing Chickens How Napkins Can Explain Health Care Why Simplicity Gets So Complicated The Three Elements of Simplicity Chapter 8 Timing The Most Creative Lunch in History Timing Is Everything How Sweetening Changed Television History Our Time-Shifted Culture Gilt and Luxury with an Expiration The Rise of Shopper Marketing Google ZMOT Why Timing Is So Tough The Three Elements of Timing Conclusion Living in the Era of Likeonomics Likeonomics on Mulberry Street PART III The StoryBook Introduction: How the StoryBook Works Bhutan: The Real Happiest Place on Earth Green Bay Packers: Why Cheeseheads Rule the NFL Khan Academy: Flipping the Rules of Education Maverick Adventures: Kitesurfing with Richard Branson Anupy Singla: The Fast Rise of Slow Cooking The Backstory: The Making of Likeonomics Special Thanks Notes: Further Reading and Research About the Author Index