Likeonomics – The Unexpected Truth Behind Earning Trust, Influencing Behavior and Inspiring Action

<p>Warning: Unexpected Honesty. . . xiii</p>
<p>Prologue: How a Lard Salesman, an NFL Agent, and a YouTube Star Explain Likeonomics xv</p>
<p>Introduction: Likeability, Rogue Economists, and the Lovable Fool xxv</p>
<p>Author s Note: Why I Don t Write about Synergy and Paradigm Shifts xxxix</p>
<p>PART I The Crisis and the Solution 1</p>
<p>Chapter 1 Inside the Modern Believability Crisis: How Rockefeller s Dimes, War Propaganda, and the Marlboro Man Ruined the World 3</p>
<p>The Birth of Modern PR 5</p>
<p>#occupywallstreet 6</p>
<p>The Propaganda of Revolutions 7</p>
<p>When Advertising Ruled the World 9</p>
<p>The Mass Perception Principle 10</p>
<p>Marketing as the Bad Guy 12</p>
<p>Living in the Society of Distrust 14</p>
<p>What Is the Believability Crisis? 15</p>
<p>Solving the Believability Crisis 16</p>
<p>Chapter 2 Navigating the Likeability Gap: What Rwanda, Golf Courses, and Ocean s Eleven Can Teach Us about the Decisions We Make 19</p>
<p>The Movie Man 21</p>
<p>What Business Are You In? 23</p>
<p>The Engagement Problem 24</p>
<p>The Reinvention of Rwanda 26</p>
<p>Humility Wanted 27</p>
<p>The Likeability Gap 29</p>
<p>The Toilet Business 31</p>
<p>Understanding Weak Ties 32</p>
<p>Golf and the Likeability Gap 33</p>
<p>Why Relationships Are Not about Networking 34</p>
<p>Getting Julia Roberts 36</p>
<p>The Age of Equivalence 37</p>
<p>How Originality Died and How We Can Get It Back 39</p>
<p>The Differentiation Ideal 40</p>
<p>The Likeability Gap and the World 42</p>
<p>Chapter 3 The ROI of Likeability: Why Spreadsheets Need to Die, Websites Stink, and Likeable Politicians Always Win 45</p>
<p>The New Stupid 46</p>
<p>The Sexiness of Analytics 47</p>
<p>Data Overload, Insight Underload 48</p>
<p>Four Ways Data Becomes Meaningless 49</p>
<p>Rethinking ROI 50</p>
<p>The Flip Side of Data 51</p>
<p>Why Context Matters (and Your Sticky Website Actually Stinks) 52</p>
<p>The Real Reason Likeable Politicians Always Win 53</p>
<p>Why Results Matter More than Data 54</p>
<p>The Five Principles of Likeonomics 55</p>
<p>PART II The Five Principles of Likeonomics 57</p>
<p>Chapter 4 Truth 59</p>
<p>Oprah s Secret 60</p>
<p>Are You Building on a Sinkhole? 61</p>
<p>The Lie Doctor and the Dalai Lama 61</p>
<p>Empowerment versus the Anti–Truth Policy 63</p>
<p>Embracing Your Inconvenient Truth 64</p>
<p>Selling Cardboard 66</p>
<p>Why Being Truthful Is So Hard 67</p>
<p>The Three Elements of Truth 68</p>
<p>Chapter 5 Relevance 73</p>
<p>The Relevance Challenge 75</p>
<p>Canada s Favorite Storyteller 76</p>
<p>Handshakes in Kazakhstan 78</p>
<p>The Renaissance Banker 80</p>
<p>Making the Bank Relevant Again 81</p>
<p>Everyone Who Matters Knows You 81</p>
<p>Why Is Relevance So Hard? 83</p>
<p>The Three Elements of Relevance 84</p>
<p>Chapter 6 Unselfishness 89</p>
<p>Creating an Ideal World 90</p>
<p>The Ethical Warehouse 93</p>
<p>What about the Selfish Gene? 94</p>
<p>Wikinomics and the Rise of Collaboration 95</p>
<p>Finding the Altruism Gene 96</p>
<p>Do Doctors Need to Be Competent and Kind? 97</p>
<p>Why People Don t Sue Likeable Doctors 99</p>
<p>How the Unselfish and Compassionate Will Rule the World 101</p>
<p>How Japanese Citizens Responded to Disaster with Unselfishness 102</p>
<p>The Customer Service Revolution Will Be Twitterized 105</p>
<p>Why We Are Selfish 106</p>
<p>The Three Elements of Unselfishness 108</p>
<p>Chapter 7 Simplicity 111</p>
<p>Desperately Seeking Simplicity 113</p>
<p>The Plain Language Movement 114</p>
<p>The Myth of Good Complexity 115</p>
<p>Gadget Confusion 116</p>
<p>Flipping the Video Camera Market 118</p>
<p>Winning on Simplicity 119</p>
<p>How Simplicity Inspires Trust 121</p>
<p>How Orange Got People Saving Again 122</p>
<p>Hypnotizing Chickens 123</p>
<p>How Napkins Can Explain Health Care 124</p>
<p>Why Simplicity Gets So Complicated 126</p>
<p>The Three Elements of Simplicity 127</p>
<p>Chapter 8 Timing 131</p>
<p>The Most Creative Lunch in History 133</p>
<p>Timing Is Everything 135</p>
<p>How Sweetening Changed Television History 136</p>
<p>Our Time–Shifted Culture 137</p>
<p>Gilt and Luxury with an Expiration 137</p>
<p>The Rise of Shopper Marketing 138</p>
<p>Google ZMOT 139</p>
<p>Why Timing Is So Tough 141</p>
<p>The Three Elements of Timing 142</p>
<p>Conclusion 145</p>
<p>Living in the Era of Likeonomics 146</p>
<p>Likeonomics on Mulberry Street 147</p>
<p>PART III The StoryBook 149</p>
<p>Introduction: How the StoryBook Works 151</p>
<p>Bhutan: The Real Happiest Place on Earth 153</p>
<p>Green Bay Packers: Why Cheeseheads Rule the NFL 155</p>
<p>Khan Academy: Flipping the Rules of Education 157</p>
<p>Maverick Adventures: Kitesurfing with Richard Branson 159</p>
<p>Anupy Singla: The Fast Rise of Slow Cooking 161</p>
<p>The Backstory: The Making of Likeonomics 165</p>
<p>Special Thanks 167</p>
<p>Notes: Further Reading and Research 169</p>
<p>About the Author 173</p>
<p>Index 175</p>