Laddering: Unlocking the Potential of Consumer Behavior

Overview

Praise for Laddering

"Laddering is your challenge to get to know your customers better. Before you share your next social media update, learn from Eric's insightful experience to improve your communication with the people who buy and use your products."
—BRETT FARMILOE, Employee 01, Markitors

"Big data isn't about the numbers. It's about the people who are represented by the ...

See more details below
Hardcover
$26.19
BN.com price
(Save 6%)$27.95 List Price

Pick Up In Store

Reserve and pick up in 60 minutes at your local store

Other sellers (Hardcover)
  • All (12) from $9.50   
  • New (9) from $15.82   
  • Used (3) from $9.50   

Overview

Praise for Laddering

"Laddering is your challenge to get to know your customers better. Before you share your next social media update, learn from Eric's insightful experience to improve your communication with the people who buy and use your products."
—BRETT FARMILOE, Employee 01, Markitors

"Big data isn't about the numbers. It's about the people who are represented by the numbers. Laddering shows you how to effectively build and nurture relationships with your customers."
—JOHN DAVIDSON, CEO, Curious Analytics

"This is the manual on interview techniques that anyone in the customer discovery phase of their lean startup should religiously read. Put this book next to Eric Ries's and Steve Blank's books on lean startups. Without it, you're just fooling yourself about what your customers want."
—MICHAEL MEALLING, cofounder, Pipefish

"The new economy requires that you get to know your customers intimately. Eric provides the techniques you need to ask, listen, and learn from your customers. The approach he outlines in Laddering drives new strategies that lead to increased customer engagement."
—SCOTT FREY, President and CEO, PossibleNOW

"From Bernays to Blakley . . . Holtzclaw goes beyond big data and asks the crucial question of consumer behavior: why? Eric is the consumer's champion, diving deep into our DNA. He explains why Groupon is failing and why big data is not our savior."
—BRANDY NAGEL, author of Digitally Famous

Read More Show Less

Product Details

  • ISBN-13: 9781118566121
  • Publisher: Wiley
  • Publication date: 7/15/2013
  • Edition number: 1
  • Pages: 224
  • Sales rank: 1,394,824
  • Product dimensions: 6.00 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

ERIC V. HOLTZCLAW is founder and CEO of Laddering Works, a marketing strategy firm, and Vice President at PossibleNOW, the industry leader in preference management. Eric has spent twenty-plus years identifying and capitalizing on emerging trends in technology. Eric's professional experience includes founding User Insight, a user research firm that advises Fortune 500 brands on consumer strategy. Eric's weekly radio show, The "Better You" Project, shines a spotlight on entrepreneurs' business journeys. His column, "Lean Forward," appears weekly on Inc.com, and he is a regular contributor to CMO.com.

Read More Show Less

Table of Contents

Preface ix

Chapter 1 History 1

Chapter 2 The Need for Laddering 19

BellSouth Case Study: But Would You? 37

Chapter 3 Laddering Defined 45

Cruise Line Case Study 59

Chapter 4 The Steps to Laddering 65

The Social TV Case Study 80

Chapter 5 Confirming and Fine-Tuning Your Ladders 91

The Social Media Family Case Study 106

Chapter 6 Latticing: Finding the Overlap in Ladders 117

Travel Personas Case Study 135

Chapter 7 Lensing 143

Chapter 8 Practical Application of Laddering 165

BISSELL Word-of-Mouth Marketing Case Study 182

Chapter 9 The Way Forward 189

Index 203

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)