Index

A.M. Chicago, 59Active listening, 85AdAge, 10Adbusters, 7Advertising

car rental companies, 64–65cigarette, 9–10distrust of, 14–15Google, 55mass perception principle, 10–11pioneers, 10

Advertising Age, 90Advertising Value Equivalents (AVEs),

54–55Africa, 131Age of equivalence, 37–39Albert, Stuart, 135All Marketers Are Liars (Godin), 15Altruism gene, 96–97Amazon, 116American Express (Amex), 21–22, 51American Express Financial Advisor

Network, 20Ammons, Elias M., 4Analytics, 47–48And to Think That I Saw It on Mulberry Street

(Giesel), 148Anderson, Chris, 111–113Annenberg Public Policy Center, 70Anti-truth policy, 63–64Apple, 89

co-founders of, 113criticism of, 90design principles of, 121

Appreciation, 25

Armed Forces Journal, 123Asia, 14–15Average session time, 52Avis Car Rental, 64–66

Back of the Napkin (Roam), 124Banking, 80–83, 122–123Barnett, Thomas, 133Barriers of entry, 39–40Batten, Frank, 128Beever, Antony, 8–9Believability crisis, 15–18Benkler, Yochai, 97Berman, Sara, 120Bernoff, Josh, 64Best Buy, 106Bhargava, Vinay, 82Bhutan, tourism in, 153–154Big ideaL theory

definition of, 91impact of, 92–93real world application of, 91–92technological simplicity and, 120

Bill and Melinda Gates Foundation, 108,158

Blackshaw, Pete, 29Blah, Blah, Blah: What to Do When Words

Won’t Work (Roam), 124Blink (Gladwell), 99BMI (body mass index), 55Borghesi, Carol, 105–106Bowling Along (Putnam), 95Brands

humanity, 90, 146real value for, 92self-interests, 91

175

COPYRIG

HTED M

ATERIAL

176 Index

Brands (continued)social media and, 106success of, 90–93

Brandt, Willy, 133Brandwashed, 12–13Branson, Richard, 160The Bucksbaum Institute for Clinical

Excellence, 98–99, 101Bucksbaum, Carolyn, 98Buffett, Warren, 108–109A Bug’s Life, 134Burkin, Alice, 99Bush, George W., 53Business Week, 146, 153Businesses

anti-truth policies at, 63–64ethical, 90–93foreign investments by, 26–27global trends, 24–25mean, 145personal relations in, 23–24visionary, 27–29

C-Span, 133CADRE (Connecting Advocates,

Deepening, Relationships,Exclusively), 101–102

Calibration service, 117Canadian Radio Broadcasting Commission

(CBC), 8Canon, 119Capital One, 123Carnegie, Dale, 17Castaway, 22Catholic Charities, 34The Checklist Manifesto (Gawande), 99Center for Compassion and Altruism

Research and Education, 97Center for Integrity in Business and

Government (CIBG), 70Center for Plain Language, 114–115Central European University (CEU), 70CF&I. See Colorado Fuel and Iron

Corporation (CF&I)Charles XII, 115Cheadle, Don, 36Cheek, Annetta, 114–115China, 38–39

Cigarette advertising, 9–10ClearMark award, 115Climate change, 73–76Clinton, Bill, 53Clooney, George, 36Coburn, Derek, 101–102Coburn, Melanie, 101Coca-Cola, 23–24, 106Cohen, June, 112Coleman, John, 128Collaborations, 95–97Collins, Jim, 27–28Colorado Fuel and Iron Corporation

(CF&I), 3–6Colorado National Guard, 4Comcast, 106Commercial Alert, 12Communications

books on, 13listening, 84–85unscrupulous, 15–16

Companies. See BusinessesCompetition

differentiation ideal in, 40–42internal, 38–39originality loss and, 39–40reality shows, 38social media, 37–38

Complexity. See also Simplicitygadget choices, 116–118good, myth of, 115–116judged intelligence and, 114

Conclusions, inconclusive, 49Confidence, survey of, 14Conley, Chip, 160Conscious listening, 84Consumer protection, 16Consumer Reports, 117Consumerism, me-first, 90Context

effect, 86importance of, 86surrounding, 85

Copenhagen Summit, 74Core concepts, 128Corporate speak, 16Cosby, Bill, 34Costco, 26–27, 93–94, 146

Index 177

Covey, Steven, 15Cullinane, Diddy, 34Cultivating emotional balance

(CEB), 62Cultural tension, 91Culture

as asset, 147cult-like, 28incentive-rich, 25principle-based, 20time-shifted, 137

Current events, 142CVS pharmacies, 118

Dalai Lama, 62, 97Dallas Cowboys, 156Damon, Matt, 36Dangerous Dinners, 159Darwin, Charles, 131Data

meaningless, 49–50overload, 48overvaluing of, 51–52puking, 47results vs., 54–55websites, 52

Dawkins, Richard, 94–95DDB advertising agency, 64–65de Vivre, Joie, 160Dead Poets Society, 22Defense mechanisms, 16Diamandis, Peter, 160Differentiation

achieving, 41examples of, 40–43necessity of, 40

DiGiammarino, Scott, 24, 147childhood of, 19culture created by, 20guiding belief of, 23inspirational video messages by, 22McKinsey study of, 21–22

Disney, Walt, 28Doctor-patient relationships

improving, 98–99malpractice suits and, 99–101negative, 98

Dole, Bob, 53

Domino’s Pizza, 66–67, 69Donahue, Phil, 59–60Doty, James, 97Douglass, Charles, 136downs ‘‘The Downside of Doctors Who

Feel Your Pain,’’ 98Doyle, Patrick, 66Dr. Seuss, 148Dreher, Bill, 94Droughts, 75‘‘Dumb-Dumb Bullets,’’ 123Dunlap, Al, 145–146Dusenberry, Phil, 10

Edelman Trust Barometer Survey, 14Educational Leadership, 46Edwards, Audrey, 60Ekman, Paul, 61–62Empathy, 108Employees

empowerment of, 63–64global recruitment of, 24–25inspirational messages for, 22personal connections, 32

Empowered (Bernoff, Schadler), 64Empowerment, 25, 63–64Esquire, 121Essence, 60Ethical companies, 90–93Ethisphere Institute, 92–93Europe, 14Executives

esteemed, 36level 5, 28respect for, 35–36worst, 145

Expatriate failure, 79

Facebook, 37–39, 162Facelessness, 16FactCheck.org, 70‘‘Facts Concerning the Struggle in

Colorado for IndustrialFreedom,’’ 6

Falcon Crest, 31Famina, Jerry Della, 10Fare codes, 116Fast Company, 112

178 Index

Ferrazzi, Keith, 35Five whys, 127‘‘Five Cs of Chinese Innovation, 39–40Flip Ultra camera, 119, 121FMOT (first moment of truth), 139–140Forbes, 60Ford, Henry, 28, 51Forrester Research, 64Four Seasons hotel, 63Free Hugs, 102Friends, 135From Those Wonderful Folks Who Gave You

Pearl Harbor, 10Frost, Randy, 13Fukushima Daiichi, 103–104Fuld, Dick, 145

Gadget confusion, 116–118Gall orthographic projection map, 132Gall, James, 131–133Gallup survey, 14Gap, 139Garcia, Andy, 36Garfield, Bob, 10Gates Foundation. See Bill and Melinda

Gates FoundationGates, Bill, 158Gawande, Atul, 99Geek Squads, 117Geisel, Teddy, 147–148Gillette, 28Gilt.com, 138, 141Gitomer, Jeffrey, 138Giving freely, 108Giving Pledge, 108–109Gladwell, Malcolm, 99, 112Godin, Seth, 15Goldcorp, 96Golf networking, 33–34Good to Great (Collins), 27–28Goodnight Moon (Munsch), 78Google

advertising on, 55differentiation by, 40simplicity of, 113ZMOT analysis by, 139–140

Google Analytics, 47Gore, Al, 53

‘‘Got Milk’’ slogan, 10Granovetter, Mark, 31–32Green Bay Packers, 155–156Greenland, 131Gretzky, Wayne, 76Grey’s Anatomy, 61Gross national happiness (GNH), 153–154Gross national product (GNP), 154Guatemalan coffee, 41–42

Habitual connection, 142Hammes, Thomas X., 123Hanks, Tom, 22Hartley, J. Brain, 133Harvard Business Review, 23Hayes, John, 51Health care system, 125–126Heath, Chip, 126Heath, Dan, 126Henry V, 8‘‘Heroes of the Environment,’’ 73Herring, Jim, 28Hertz, 64Hess, Frederick M., 46Highly shareable, 128The History of Cartography Project (Hartley),

133Horn of Africa, 75–76Houghton Mifflin, 148How to Work for an Idiot, 25‘‘How Good Grows,’’ 102Huffington, Ariana, 113Human empathy, 108Hypnotizing chickens, 124

I Love You Forever (Munsch), 77–78Ideas, 89–90Ignatious, Adi, 23IKEA, 40Inconclusive conclusions, 49The Indian Slow Cooker (Singla), 162ING Direct, 122–123Innovation, 39Inspirational message, 22Instapaper, 137Institutio Oratoria, 8Institutions, distrust of, 14–16Intercultural Intelligence, 78–80Internal Revenue Services (IRS), 115

Index 179

Internetcollaborations on, 95commerce on, 137–138information on, 12

Internet Retailer, 138iPod shuffle, 121Ive, Jony, 89

Japan, 102–105Japan Times, 102Jawbone, 48Job seekers, 32Jobs, Steve, 113

eulogy for, 89Pixar deal, 133vision of, 51

Jolie, Angelina, 47Jones, C. Anthony, 125Journal of Medical Ethics, 100The Jungle (Sinclair), 6

Kagame, Paul, 26–27Kaplan, Jonathan, 118Karmic kickback, 109Kaushlik, Avinash, 47–48, 54Kent, Muhtar, 23–24Kenya, 75Kerin, Tim, 31Kerwin, Pam, 134Khan Academy, 157–158Khan, Nadia, 157Khan, Sal, 157–158Kimberly-Clark, 28Kiss, Bow, or Shack Hands,

78–79Kleisterlee, Gerard, 119–120KLM, 106Knowledge, curse of, 126Kohl’s, 139Kotter, John, 143Kouzes, James M., 68Kroger, 28Krone, Helmut, 64Kuhlmann, Arkadi, 122–123

Laff box, 136Lassiter, John, 134The Laws of Simplicity (Maeda), 121Lazarus, Shelly, 90

Leading Change (Kotter), 143Lee, Ivy Ledbetter, 5–6Lehman Brothers, 145Leo Burnett Advertising Agency, 9Level 5 executives, 28Levinson, Wendy, 100Lie to Me, 62Lies

benefits of, 63spin as, 15–16study of, 61–63types of, 62

Likeability gapdefinition of, 30Falcon Crest example, 31–32film making bridging of, 36–37global aspects of, 42golf bridging of, 33–34political candidates, 53–54social network sites, 37–38understanding of, 29weak ties and, 32–33

Lindstrom, Martin, 12Listening, 84–85The Little Red Book of Selling (Gitomer),

138Lockheed-Martin, 50Lombardi, Vince, 156Lorde, Audre, 39Love, Hate, and Propaganda, 8‘‘The Ludlow Massacre,’’ 4–5, 7Lyons, Jeff, 93

Macros, Ferdinand, 82Mad Men, 10Made to Stick (Heath), 126Maeda, John, 121, 127Mainwaring, Simon, 90–91Maldives, 73–75Mallaby, Sebastian, 81, 83Mallik, Chitta, 147Malpractice suits, 99–101Mandela, Nelson, 147Maplight.org, 109Maria J. Krabbe Stichting Beelddenken

organization, 125Marketing

books on, 13

180 Index

Marketing (continued)corruptive force of, 12–14lies in, 15

Marlboro Man, 9–10Marriott hotel, 27Masala dabba, 162Mass perception principle, 10–11Mattis, James N., 123Maverick Adventures, 159–160McCain, John, 53McChrystal, Stanley A., 123McKinsey study, 21–23Me-first consumerism, 90Meaningful point of view, 85‘‘Measuring the ROI in a Cooperative

Education Program,’’ 50Media

impact of, 11PR use of, 5research, 139

Microsoft, 133–134Midgley, Mary, 95‘‘Mild as May’’ slogan, 9Mind and Life Institute, 62Mitchell, Colin, 90Mockler, Colman, 28Monsters Inc., 134Moon, Youngme, 40–41Mosteller, Frederick, 45Motion Picture Association of America

(MPAA), 35Motivation, 25Mud Puddle (Munsch), 76Mulberry Street, 147–148Munsch, Robert, 76–78Myhrvold, Nathan, 134

Nader, Ralph, 12Nagari, Paolo, 78–80, 84Nanny 911, 38Nasheed, Mohamed, 73–75, 85National Football League (NFL), 155–156National Public Radio (NPR), 148Natural disasters, 102–105Natural language, 115, 128–129Necessary urgency, 142Necker Island, 160Negativity, 11

Nestle, 29Networking, 34–36, 101–102New England Journal of Medicine, 98New York Times

AVE coverage by, 54–55best-selling children’s book list, 77–78coldhearted physician op. ed., 98Ludlow massacre coverage, 4–5

Newsjacking, 143‘‘The New Stupid,’’ 46–47Nike Plus system, 48Niyikiza, Clet, 27NOWNESS, 85–86

Obama, Barack, 53, 60Observation, 51‘‘Occupy Wall Street,’’ 7Ocean’s Eleven, 36Offering value, 108Ogilvy, David, 90Ogilvy & Mather, 55

big ideaL theory of, 90–91, 93global reach of, 93Putter reign at, 89–90

Okuyama, Ken, 120opera ‘‘Operation Beautiful,’’ 102Oppenheimer, Daniel M., 114‘‘Oprah Effect,’’ 60The Orange Code, 122Origin of Species (Darwin), 131Originality, loss of, 39–40Outsourcing, 40

Pairing, 135Palmer, Mary, 147The Paperbag Princess (Munsch), 77Parker and Lee, 5Patagonia, 92Pennsylvania Railroad, 5Pepsi-Cola, 38‘‘Pepsi Generation’’ slogan, 10Personality Not Included (Bhargava), 16Peters projection map, 132Peters, Arno, 132Philip Morris, 9Philippines, 82–83Philips, Jack J., 50PhotoRealistic RenderMan, 133–134Pickering, William G., 100

Index 181

Pirillo, Chris, 106Pitt, Brad, 36Pixar, 133–135‘‘Pizza Turnaround’’ ad, 67Plain Writing Act of 2010, 115Plan language movement, 114–115Planning paralysis, 49–50Point of view, meaningful, 85The Political Brain (Westen), 53Political and Economic Risk Consultancy,

115Politicians, 53–54Portfolio, 145Posner, Barry, 68PowerPoint, 123–124Principle-based decisions, 20PRMan, 133–134Proactive integrity, 69–70Procter & Gamble (P&G), 138–139Products

competition for, 37–39overload, 113rapid obsolesces of, 116–118uncomplicated, 119–121

Project STAR (student/teacherachievement ratio), 45

Projection maps, 131–133Propaganda, 7–9Proverbs, 128Psychoacoustic theory, 84The Psychopath Test (Ronson), 145Public Broadcasting System (PBS), 6Public relations. See also Advertising

modern, birth of, 5–7problems, 3–5

Pure Digital, 118Purpose, 25Putnam, Robert D., 95Putter, Robyn, 89–90

Qualitative data, 52Quantitative data, 52Quintilianus, Marcus Fabius, 7–8

Ragnetti, Andrea, 120Rand, Ayn, 95Rational egoism, 95Reader’s Digest Trusted European Brands

survey, 14

ReadItLater, 137Reagan, Ronald, 10Reality shows, 38ReelPotential, 23Relationships

doctor-patient, 98–101film making and, 36–37importance of, 148likeability gap and, 29–34networking group for, 101–102networking vs., 34–36

Relevanceachieving, difficulty of, 83–84Anupy Singla example, 161–163banking example, 80–83challenge, 75–76characterization of, 75climate change example, 73–75elements of, 84–86global leadership example, 78–80Green Bay Packers example, 153–154initiating, 79key facts, 86–87Khan Academy example, 157–158Maverick Adventures example,

159–160story teller example, 76–78understanding and, 85

Return on investments (ROI)analytics and, 47–48calculation of, 50early studies of, 50ethical companies, 92school reform, 45–47websites, 52

Reverse engineering, 40Roam, Dan, 124, 147Roberts, Julia, 36The Rockefellers, 6Rockefeller, John D., 3–6Rockefeller, John D. Jr., 5–6Rohde, Mike, 125–126ROI Methodology, 50Roman Empire, 7–8Ronson, Jon, 145–146Rosenbaum, Lisa, 97–98Roxbury Technology, 34

182 Index

Royal Philips Electronics, 119–120Rudy, 22Ruskin, Gary, 12Rwanda, 26–27

Sam’s Club, 94Samsung, 106San Francisco Chronicle, 139Sasaki, Shigeko, 103Satisfied Customers Tell Three Friends,

Angry Customers Tell 3,000(Blackshaw), 29

Schadler, Ted, 64School reform, 45–47Schultz, Howard, 26Scott, David Meerman, 143Scott, Stuart, 53The Scottish Geographical Magazine, 131The Seattle Times, 93Seigel, Alan, 114Seinfeld, 135Selfishness, 94–95, 107Serious lies, 62seven 7 Habits of Highly Effective People

(Covey), 15Shangri-La Hotel, 91Shaw, John, 90Shiotani, Nobuhiro, 104Short-termism, 107Siegler, Mark, 98Siemens AG, 70Siemens Integrity Initiative, 70Silver, Yanik, 159–160Simplicity. See also Complexity

banking, 122–123benefits of, 113–114Bhutan example, 153–154complication of, 126–127elements of, 127–129key facts, 129Khan Academy example, 157–158plan language movement,

114–115power of, 119PowerPoint example, 123–124presentations, 123–126product, 119–121TED example, 111–113

trust, 121–122visual thinking, 125–126

Simplicity Advisory Board, 120–121Sinclair, Upton, 6Sinegal, Jim, 26, 93–94, 146Singla, Anupy, 161–163Sinkholes, 61Sketchnote Army, 126Skilled Veterans Corps, 104Slideshare.com, 124–125SmartBrief, 105Smith, Darwin E., 28Social Darwinism, 94Social media

age of equivalence for, 37–39corporate investments in, 23customer care, 105–106customer complaints on, 29

Soderbergh, Stephen, 36Somalia, 75Sony, 38, 117, 119South By Southwest (SXSW) Music, Film

and Interactive Festival, 39Spice tiffin, 162Spin, 15Starbucks, 26–27, 92Statistical insignificance, 49Steketee, Gail, 13Stemberg, Thomas, 34Storer, Bill, 33–34‘‘A Story No One Can Beat’’ (Giesel), 148The Strength of Weak Ties (Granovetter),

31–32Summus Limited, 105Surrounding context, 85

Tapscott, Don, 95–96Target, 139TED conference, 111–113TEDGlobal, 112TED Prize, 112TEDTalks, 112Telus, 105–106‘‘10 Inspiring Acts,’’ 102Tibet, 154Timberland, 93TIME Magazine, 73, 75Timetosignoff, 137

Index 183

TimingBhutan example, 153–154cultural changes in, 137difficulty of, 141ecommerce example, 137–138elements of, 142–143FMOT and, 139–140importance of, 135key facts, 144box example, 136Maverick Adventures example, 159–160Pixar example, 133–135projection map example, 131–133retail market, 138–139

Tokyo Electric Power (Tepco), 104TOMS Shoes, 92Tourism, 153–154Towers Perrin survey, 24Townsend, Robert C., 64–66Toy Story, 133–134Toyoda, Sakichi, 127Toyota Industries, 127Trade unions, 4–5, 7Trading Spouses, 38Transparency, 69Treasure, Julian, 84Trump, Donald, 33Trust

institutional, 14–15political candidates, 53simplicity and, 121–122

Truthburying of, 63–64challenges, 67–68daytime talk shows, 59–60detection of, 61–62elements of, 68–70inconvenient, 64–66key facts, 71lies vs., 61–63power of, 61

Truth tellingAnupy Singla example, 161–163Avis example of, 65–66difficulty of, 67–68Domino’s example of, 66–67Green Bay Packers example, 153–154

Turnaround artists, 146

Twitter, 106Tylenol, 38

Unbiased fact, 68–70Unexpected honesty, 69United Mine Workers, 4United Nations, 73United Nations Climate Change

Conference, 73United States, 14, 115Unselfishness

Anupy Singla example, 161–163Bhutan example, 153–154big ideaL example, 90–93challenges to, 107doctor-patient example, 97–101elements of, 108–109genetic theories on, 94–97Green Bay Packers example, 153–154Internet and, 95key facts, 110Khan Academy example, 157–158Maverick Adventures example,

159–160natural disasters example, 102–105network promoting, 101–102social media promotion of, 105–106warehouse example, 93–94

Useful Social Media, 105

Valenti, Jack, 35Value, 108Vanguard Press, 148Vaynerchuk, Gary, 51Vegan Indian (Singla), 162Video messages, 22Video technology, 117–119Virgin Unite, 160The Virtue of Selfishness (Rand), 95Visual thinking, 125–126Vkontakte, 37Vuitton, Louis, 85–86

Waito Management School, 135Wall-e, 134Wallance, B. Alan, 62Walters, Barbara, 59Washington Post, 81Washington Redskins, 156

184 Index

Web Analytics in an Hour a Day (Kaushlik),48

Websites, data on, 52Weibo, 38Weintraub, Jerry, 36Westen, Drew, 52, 53The West Wing, 133‘‘We Try Harder’’ slogan, 65–66When I Stop Talking, You’ll Know I’m Dead

(Weintraub), 36Whitesides, George, 113Whole Foods, 92WifeSwap, 38Wikinomics (Tapscott, Williams), 95–96Wikipedia, 95–96Williams, Anthony D., 95–96Williams, Archie, 34Williams, Robin, 22Williams-Sonoma, 162Wilson, Pete, 45–46Winfield, Darrell, 9Winfrey, Oprah

broadcasting break, 59honesty of, 60, 68, 147

Obama endorsement by, 53transparency of, 69

Wishful extrapolation, 49Wolfensohn, James D., 80–83, 85Workforce. See EmployeesWorld Bank

country directors policy, 81relationship building by, 81–83Siemens investment by, 70

World War II, 8‘‘The World’s Best Presentation Contest,’’

125Wozniak, Steve, 113Wurman, Richard Saul, 111

Yahoo!, 102Yamada, Yasuteru, 104Yankelovich, 16

Zappos, 25, 63, 106ZEO Sleep Manager, 48Zero-sum game, 107Zinn, Howard, 4–5ZMOT (Zero Moment of Truth), 140