Table of Contents
Finding Your Vision
1 Finding Your Target Market 1
2 Researching Your Target Market 25
3 Effective Goal Setting 39
Crafting Your Workspace
4 The Office Concept 57
5 Your Workspace 77
Getting the Word Out
6 Marketing, Advertising, and Sales: Theory 99
7 Marketing, Advertising, and Sales: Alignment 129
8 Marketing, Advertising, and Sales: Collateral 157
9 Marketing, Advertising, and Sales: Executing Wisely 181
Caring for Your Key Asset
10 Customers: The Lynchpin 207
Transforming Your Thinking
11 Required! An Extreme Makeover 233
Appendix A: Forms and Tools 249
Appendix B: Creating a Formal Research Report 253
Appendix C: Ergonomics Resources 263
Glossary 265
Index 285
About the Author 305
Bonus Preview of Next Book 311
Learn More 343