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Executive Summary 10
Chapter 1 Co-creating from the Bottom-Up 18
Chapter 2 Step One: Focus on Key Voices 36
Chapter 3 Step Two: Get the Story 50
Chapter 4 Step Three: Listen 68
Chapter 5 Step Four Find Inspiration 82
Chapter 6 Step Five: Hone Your Intuition 94
Chapter 7 Step Six: Find the Center of Gravity 106
Chapter 8 Step Seven: Tell the Story 124
Posted January 3, 2011
Marketing expert John Winsor offers hope to companies that are disconnected from their customers. They must turn the way they do business on its head - employing a "bottom-up" instead of "top-down" approach. Rather than dictating to others from on high, companies should seek closer relationships with their customers and their communities. This book walks business owners through seven important steps to bottom-up business success. It explains the internal strategies organizations should use to get employees thinking in bottom-up terms. And it makes an excellent case for the efficacy of each company developing its own narrative or "story." While generally applicable, the book suffers from occasional repetition. The bottom line on this bottom-up primer: Although you may not "flip" over it, getAbstract believes this book's easy-to-follow steps could help you develop a closer, more effective dialogue with your customers, which could lead to lead to new and sustained sales.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted July 26, 2013
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