Get To Aha

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Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition

Author : Andy Cunningham
Publisher : McGraw Hill Professional
ISBN 13 : 1260031217
Total Pages : 273 pages
Book Rating : 4.2/5 (6 download)

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Book Synopsis Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition by : Andy Cunningham

Download or read book Get to Aha!: Discover Your Positioning DNA and Dominate Your Competition written by Andy Cunningham and published by McGraw Hill Professional. This book was released on 2017-09-29 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance Andy Cunningham has been at the forefront of tech and innovation since day one, and she’s been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries. Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company—Who are we? And why do we matter?—before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding). There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented―and it’s absolutely critical for business leaders to know which type their company is to create an authentic and ultimately “sticky” position in the market. A company’s DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won’t gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor. Get to Aha! presents a clear step-by-step framework that will help you determine your company’s precise position in the marketing landscape, using Andy’s DNA-based methodology. It takes you through the process of performing “genetic testing” on your company, examining the market through the six Cs of positioning, and developing your positioning statement—a rational, factual statement about your company’s role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition. Trust Andy. Steve Jobs did.

The Aha! Moment

Author : David Jones
Publisher : JHU Press
ISBN 13 : 1421404060
Total Pages : 380 pages
Book Rating : 4.4/5 (214 download)

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Book Synopsis The Aha! Moment by : David Jones

Download or read book The Aha! Moment written by David Jones and published by JHU Press. This book was released on 2012-01-24 with total page 380 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about having ideas and—a much longer haul—making them work. David Jones, best known for his Daedalus column, tells a multitude of stories about creators and their creations, including his own fantastical-seeming contributions to mainstream science such as the unrideable bicycle and chemical gardens in space. His theory of creativity endows each of us with a Random-Ideas Generator, a Censor, and an Observer-Reasoner. Jones applies his theory to a wide range of weird scientific experiments that he has conducted for serious scientific papers, for challenging printed expositions, and for presentations to a TV audience. He even suggests new ones, not yet tried! Creativity is as essential to science as curiosity, physical intuition, and shrewd deduction from well-planned experiments. But, says Jones, ingenuity is very uncertain. Even for the greatest inventors, about 80 percent of ideas fail. Jokiness can help, and so can lots of random data. Jones has plenty of clever advice that will help spark that madly brilliant private thought in the first place—and will encourage you to take it further. Neither dense nor demanding, The Aha! Moment is engrossing, edifying, and scientifically serious; yet it is lightly written and asks lots of silly questions. As Jones shows, it can often pay to take an absurd idea seriously.

Aha!

Author : Jordan Ayan
Publisher : Crown Archetype
ISBN 13 : 030755418X
Total Pages : 262 pages
Book Rating : 4.3/5 (75 download)

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Book Synopsis Aha! by : Jordan Ayan

Download or read book Aha! written by Jordan Ayan and published by Crown Archetype. This book was released on 2010-06-30 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Aha! is a joyful, upbeat survey of ideas for enhancing creativity. Jordan Ayan's enthusiasm is hard to resist, and every reader will find personally suitable strategies. Aha! is an inspiring yet practical guidebook for freeing the creative spirit." --Betty Edwards, author of Drawing on the Right Side of the Brain "A delightful romp through the rich and complicated field of creativity. Ayan's Aha! is bound to make the reader's thinking more interesting and original." --Mihaly Csikszentmihalyi, ph.d., author of Flow: the Psychology of Optimal Experience "The future belongs to those who create it. Jordan Ayan's exceptional book will show you how to create yours by providing the keys to unlock your great ideas." --Daniel Burrus, author of Technotrends and a leading technology forecaster Behind every successful venture, there's a great idea. If you haven't found your great idea yet, or if you've always thought you "just weren't the creative type," Jordan Ayan's accessible and entertaining book will give you the confidence to listen to your own creative spirit and to find the breakthrough you've been waiting for. Based on the notion that creativity is a life skill that must be continually cultivated, Ayan offers ten strategies for finding and harnessing inspiration--wherever and whenever it occurs. His mini workshops will show you how travel, reading, the arts, new technology, journaling, and more can form the basic building blocks of a more creative and rewarding life.

Aha!

Author : William Braxton Irvine
Publisher :
ISBN 13 : 0199338876
Total Pages : 377 pages
Book Rating : 4.1/5 (993 download)

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Book Synopsis Aha! by : William Braxton Irvine

Download or read book Aha! written by William Braxton Irvine and published by . This book was released on 2015 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: Great ideas often develop gradually after studying a problem at length--but not always. Sometimes, an insight hits like a bolt from the blue. For Archimedes, clarity struck while he was taking a bath. For Gustav Mahler, it came as the blades of his oars touched the water. And for Albert Einstein, it emerged while he was talking to a friend. Why do these moments of insight strike so suddenly? Why do they so often come to us when we are focused on something completely unrelated? And when great ideas "come to" us, where do they come from? In Aha!: The Moments of Insight that Shape Our World, philosopher William B. Irvine, author of A Guide to the Good Life and On Desire, explores these epiphanies, from the minor insights that strike us all daily, to the major realizations that alter the course of history. Focusing on aha moments as they take place in five different domains--religion, morality, science, math, and art--Irvine provides case studies that shed light on the different ways epiphanies happen in the different domains, and on their differing social impact. Along the way, he describes some of the great aha moments in history, from ancient times to the present day. We like to think that our greatest thoughts are the product of our conscious mind. Irvine demonstrates, though, that it is our unconscious mind that is the source of our most significant insights, and that the role the conscious mind plays in eliciting these insights is to try, unsuccessfully, to solve certain problems. Only if the conscious mind is willing to do this--and thereby experience considerable frustration--is the unconscious mind likely to reward it with a breakthrough insight-that the conscious mind will then take credit for. Irvine explores not only the neuroscience of aha moments but also their personal and social ramifications. How does a person respond to having a breakthrough insight that goes against a dominant paradigm? And how does the world respond when she shares that insight? Irvine shows that in many cases, what is most remarkable about those who have had the great insights of human history is not their but their courage and perseverance in fighting for the world to accept those insights. Aha! is a must-read for cognitive scientists, intellectual historians, philosophers, and anyone who has ever been blown away by the ideas that enlighten us when we least expect it.

Lovability

Author : Brian de Haaff
Publisher : Greenleaf Book Group
ISBN 13 : 1626344043
Total Pages : 291 pages
Book Rating : 4.6/5 (263 download)

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Book Synopsis Lovability by : Brian de Haaff

Download or read book Lovability written by Brian de Haaff and published by Greenleaf Book Group. This book was released on 2017-04-25 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: Love is the surprising emotion that company builders cannot afford to ignore. Genuine, heartfelt devotion and loyalty from customers — yes, love — is what propels a select few companies ahead. Think about the products and companies that you really care about and how they make you feel. You do not merely likethose products, you adore them. Consider your own emotions and a key insight is revealed: Love is central to business. Nobody talks about it, but it is obvious in hindsight. Lovability: How to Build a Business That People Love and Be Happy Doing It shares what Silicon Valley-based author and Aha! CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products. He reveals the secret to the phenomenal growth of Aha! and the engine that powers lasting customer devotion — a set of principles that he pioneered and named The Responsive Method. Lovability provides valuable lessons and actionable steps for product and company builders everywhere, including: • Why you should rethink everything you know about building a business • What a product really is • The magic of finding what your customers truly desire • How to turn business strategy and product roadmaps into customer love • Why you should chase company value, not valuation • Surveys to measure your company’s lovability Brian de Haaff has spent the last 20 years focused on business strategy, product management, and bringing disruptive technologies to market. And in preparation for writing this book, he interviewed well-known startup founders, product managers, executives, and CEOs at hundreds of name brand and agile organizations. Their experiences, along with headline-grabbing case studies (both inspiring successes and cautionary tales), will help readers discover how to build something that matters. Much has been written about how entrepreneurs build innovative products and successful businesses, but the author's message is original and refreshing. He convincingly explains that there is a better path forward — a people-first way grounded in love. In a business world that has increasingly emphasized hype over substance and get-big-at-any-cost thinking over profitable and sustainable growth, it's time for a new recipe for company success. Insightful, thought-provoking, and sometimes controversial, Lovability is the book that you turn to when you know there has to be a better way.

The Eureka Factor

Author : John Kounios
Publisher : Random House
ISBN 13 : 0679645292
Total Pages : 290 pages
Book Rating : 4.6/5 (796 download)

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Book Synopsis The Eureka Factor by : John Kounios

Download or read book The Eureka Factor written by John Kounios and published by Random House. This book was released on 2015-04-14 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a book perfect for readers of Charles Duhigg’s The Power of Habit, David Eagleman’s Incognito, and Leonard Mlodinow’s Subliminal, the cognitive neuroscientists who discovered how the brain has aha moments—sudden creative insights—explain how they happen, when we need them, and how we can have more of them to enrich our lives and empower personal and professional success. Eureka or aha moments are sudden realizations that expand our understanding of the world and ourselves, conferring both personal growth and practical advantage. Such creative insights, as psychological scientists call them, were what conveyed an important discovery in the science of genetics to Nobel laureate Barbara McClintock, the melody of a Beatles ballad to Paul McCartney, and an understanding of the cause of human suffering to the Buddha. But these moments of clarity are not given only to the famous. Anyone can have them. In The Eureka Factor, John Kounios and Mark Beeman explain how insights arise and what the scientific research says about stimulating more of them. They discuss how various conditions affect the likelihood of your having an insight, when insight is helpful and when deliberate methodical thought is better suited to a task, what the relationship is between insight and intuition, and how the brain’s right hemisphere contributes to creative thought. Written in a lively, engaging style, this book goes beyond scientific principles to offer productive techniques for realizing your creative potential—at home and at work. The authors provide compelling anecdotes to illustrate how eureka experiences can be a key factor in your life. Attend a dinner party with Christopher Columbus to learn why we need insights. Go to a baseball game with the director of a classic Disney Pixar movie to learn about one important type of aha moment. Observe the behind-the-scenes arrangements for an Elvis Presley concert to learn why the timing of insights is crucial. Accessible and compelling, The Eureka Factor is a fascinating look at the human brain and its seemingly infinite capacity to surprise us. Praise for The Eureka Factor “Delicious . . . In The Eureka Factor, neuroscientists John Kounios and Mark Beeman give many other examples of [a] kind of lightning bolt of insight, but back this up with the latest brain-imaging research.”—Newsweek “An incredible accomplishment . . . [The Eureka Factor] is not just a chronicle of the journey that numerous scientists (including the authors) have taken to examine insight but is also a fascinating guide to how advances in science are made in general. Messrs. Kounios and Beeman examine how a parade of clever experiments can be designed to answer specific questions and rule out alternative possibilities. . . . Wonderful ideas appear as if out of nowhere—and we are delighted.”—The Wall Street Journal “An excellent title for those interested in neuroscience or creativity . . . The writing is engaging and readable, mixing stories of famous perceptions with explanations of how such revelations happen.”—Library Journal (starred review) “A lively and accessible ‘brain’ book with wide appeal.”—Booklist “[An] ingenious, thoughtful update on how the mind works.”—Kirkus Reviews “The Eureka Factor presents a fascinating and illuminating account of the creative process and how to foster it.”—James J. Heckman, Nobel laureate in economics

From Oops to Aha

Author : Maleka Donaldson
Publisher : Rowman & Littlefield
ISBN 13 : 1475857039
Total Pages : 186 pages
Book Rating : 4.4/5 (758 download)

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Book Synopsis From Oops to Aha by : Maleka Donaldson

Download or read book From Oops to Aha written by Maleka Donaldson and published by Rowman & Littlefield. This book was released on 2021-04-30 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Oops to Aha pulls back the curtain on learning from mistakes in four public school Kindergarten classrooms: urban, charter, Montessori, and suburban. With each chapter, the reader is transported directly into the daily lives of teachers and their students. The portraits offer poignantly-detailed, moment-by-moment illustrations of how teachers respond to mistakes and interact with students. At the micro-level, this perspective reveals how teachers’ beliefs, intentions, and instructional practices play out in context during daily life in the classroom. By juxtaposing the true stories of the lives of Kindergarten teachers and children, Donaldson makes plain that even in this very early grade, there is a wide and striking range of children’s interpersonal and learning experiences in school. All Kindergarten classrooms are not the same; the nuanced way teachers respond to mistakes in the moment is impacted by access to resources and by policies enacted at a broader level. This book will inform and inspire readers to reexamine preconceived notions of mistakes, feedback, and early childhood learning and teaching, and to reconsider their impact on educational equity.

Getting to Aha!

Author : Dale Matheny
Publisher :
ISBN 13 : 9780991356225
Total Pages : pages
Book Rating : 4.3/5 (562 download)

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Book Synopsis Getting to Aha! by : Dale Matheny

Download or read book Getting to Aha! written by Dale Matheny and published by . This book was released on 2017-07-21 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Dive into the powerful world of business analytics and take the journey from insight to getting your Aha moments of business clarity where you see exciting new possibilities that lead to improved business productivity. The journey starts with developing your analytical thinking and learning how to use analytic tools and techniques that are especially useful with business data. The journey continues by combining the reader¿s own deep situational knowledge and experience with their new analytical viewpoint¿this creates opportunities for insight and Aha! moments.

The Aha! Factor

Author : Mariana Cooper
Publisher : Watkins Media Limited
ISBN 13 : 178028893X
Total Pages : 257 pages
Book Rating : 4.7/5 (82 download)

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Book Synopsis The Aha! Factor by : Mariana Cooper

Download or read book The Aha! Factor written by Mariana Cooper and published by Watkins Media Limited. This book was released on 2016-01-19 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: What if the answers to your prayers are closer than you think? Do you keep asking, but feel your prayers are going unanswered or taking an extremely long time to come to fruition? Can you trust your gut feeling to guide you, when so far you’ve failed to manifest many of your goals? When Mariana Cooper hit up against the frustrations and heartbreak of dashed dreams, loss of loved ones and the complications that real life brings, she set out on a quest to learn the language in which we actually receive the answers to our desires. What she discovered is the Energetic Communication System that delivers the answers to our prayers – she calls it the Aha! Factor. Now it’s time for you to activate your own Aha! Factor - The little-known language of Answered Prayer In this eye-opening book Mariana shares: · How to access your Aha! Factor to receive and interpret the answers to your prayers and intentions · What an Aha! Moment actually is and how to have more of them throughout your day to help you to make decisions that you can believe in. · The list of 101 Signs, Symbols and Synchronicities that show when a message is coming to you and what it means. · How to easily incorporate your Aha! Factor into all aspects of your life, including money, love and other relationships, body, work, handling toxic people and situations and bringing your biggest dreams and goals to fruition much more quickly than you could ever do with logic alone. When you are fully aware of your Aha! Factor and how to use it, you can finally interpret the answers that are always being sent your way – and anything is possible!

Why Don't They Just Get a Job?

Author : Liane Phillips
Publisher : Aha Process Incorporated
ISBN 13 : 1934583375
Total Pages : 253 pages
Book Rating : 4.9/5 (345 download)

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Book Synopsis Why Don't They Just Get a Job? by : Liane Phillips

Download or read book Why Don't They Just Get a Job? written by Liane Phillips and published by Aha Process Incorporated. This book was released on 2010 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: WHY DON'T THEY JUST GET A JOB? describes the journey and the incredible results of Dave and Liane Phillips efforts to help those in poverty find their way to self sufficiency. Under the premise that existing job-readiness programs only focus on job placement and not retention to help the unemployed and underemployed, Dave and Liane Phillips created a poverty to economic self-sufficiency program with an 80% one-year employment retention rate. In the past three years this organization, Cincinnati Works, has brought $25 million in wages locally to over 1500 families. The not-for-profit offers a complete spectrum of free, lifetime employment services for the entry-level job-seeker to sustain and advance in today s work climate. The model is a winner of the 2009 Manhattan Institute Social Entrepreneur Award. Following its success, Dave Phillips is now volunteering as a consultant for similar programs in other cities.

The Therapeutic "Aha!": 10 Strategies for Getting Your Clients Unstuck

Author : Courtney Armstrong
Publisher : W. W. Norton & Company
ISBN 13 : 039370839X
Total Pages : 188 pages
Book Rating : 4.3/5 (937 download)

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Book Synopsis The Therapeutic "Aha!": 10 Strategies for Getting Your Clients Unstuck by : Courtney Armstrong

Download or read book The Therapeutic "Aha!": 10 Strategies for Getting Your Clients Unstuck written by Courtney Armstrong and published by W. W. Norton & Company. This book was released on 2015-04-27 with total page 188 pages. Available in PDF, EPUB and Kindle. Book excerpt: A concise guide to shaking things up in therapy. Courtney Armstrong’s The Therapeutic “Aha!” explores the thrilling and rare moment when a client reaches an elusive realization, allowing them to make meaningful change. In 10 straightforward strategies, this practical book demonstrates how to shake things up in therapy when a client is stuck or stalled to jumpstart progress. Readers will learn how to spark the “emotional brain”—the part of the brain that houses automatic, unconscious patterns—and create new neural pathways that engage and advance the healing process. Divided into three parts—(1) Awakening a Session, (2) Healing Emotional Wounds, and (3) Activating Experiential Change—the book walks readers through specific techniques for harnessing the emotional brain and re-patterning its routine. Elegant therapeutic insights and coping strategies only go so far; until we intervene with something our emotional brain can understand—a compelling felt experience—old, established neural patterns will persist. The brain-based strategies Armstrong presents include how to enliven the therapeutic alliance; elicit exciting goals; identify the root of an emotional conflict; reverse trauma with memory reconsolidation; invoke inspirational imagery; and use stories, humor, music, poetry, and even mindfulness to induce change. Concise, reader-friendly, and filled with helpful case stories and client–therapist dialogue, this wonderfully accessible book puts a new spin on neuroscience knowledge, showing clinicians exactly how it can be used to make those once-elusive therapeutic breakthroughs more frequent, leading to greater healing for your patients.

The AHA! Moment

Author : Cory The Author
Publisher : Createspace Independent Publishing Platform
ISBN 13 : 9781523409273
Total Pages : 242 pages
Book Rating : 4.4/5 (92 download)

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Book Synopsis The AHA! Moment by : Cory The Author

Download or read book The AHA! Moment written by Cory The Author and published by Createspace Independent Publishing Platform. This book was released on 2016-01-16 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Really, why aren't people more successful? If you've ever had that idea that made you go 'Aha!' or made that proverbial light bulb go off in your head, you've probably had an idea that was a game-changer: the type of idea that makes life better, easier or more enjoyable for all who use it, and makes you rich and successful by implementing it. We all have great ideas at one point in time or another, but few of us have confidence and know-how to follow through with the idea to completion. In each chapter, I lay out the process of preparing yourself to be a game-changer, and show you how to take an idea from concept to its complete manifest form.

The Imp of the Mind

Author : Lee Baer
Publisher : Penguin
ISBN 13 : 1101118083
Total Pages : 177 pages
Book Rating : 4.1/5 (11 download)

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Book Synopsis The Imp of the Mind by : Lee Baer

Download or read book The Imp of the Mind written by Lee Baer and published by Penguin. This book was released on 2002-02-26 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: A leading expert on Obsessive Compulsive Disorder explores the hidden epidemic that afflicts millions of Americans. In the first book to fully examine obsessive bad thoughts, Dr. Lee Baer combines the latest research with his own extensive experience in treating this widespread syndrome. Drawing on information ranging from new advances in brain technology to pervasive social taboos, Dr. Baer explores the root causes of bad thoughts, why they can spiral out of control, and how to recognize the crucial difference between harmless and dangerous bad thoughts. An illuminating and accessible guide to the kinds of thoughts that create extreme fear, guilt, and worry, The Imp of the Mind provides concrete solutions to a tormenting and debilitating disorder. Including special sections on the prescription medications that have proven effective, it is "a beautifully written book that can be a great help to people who want to know what to do about obsessions" (Isaac Marks, M.D., author of Living with Fear: Understanding and Coping with Anxiety).

Aha! Aha! Insight

Author : Martin Gardner
Publisher :
ISBN 13 : 9780894540011
Total Pages : 196 pages
Book Rating : 4.5/5 (4 download)

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Book Synopsis Aha! Aha! Insight by : Martin Gardner

Download or read book Aha! Aha! Insight written by Martin Gardner and published by . This book was released on 1978 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contains puzzles that first baffle and then delight problem solving addicts. Grew out of a collaboration between Bob Tappay and Martin Gardner to enliven the learning of mathematics.

Getting to Aha!: Why Today's Insights Are Tomorrow's Facts

Author : Darshan Mehta
Publisher : Lioncrest Publishing
ISBN 13 : 9781619617728
Total Pages : 172 pages
Book Rating : 4.6/5 (177 download)

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Book Synopsis Getting to Aha!: Why Today's Insights Are Tomorrow's Facts by : Darshan Mehta

Download or read book Getting to Aha!: Why Today's Insights Are Tomorrow's Facts written by Darshan Mehta and published by Lioncrest Publishing. This book was released on 2021-11-02 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: The amount of information and analytics provided by today's digital and social media is overwhelming. To make sense of it all, companies must gain insights: knowledge of what consumers think and feel and what motivates them. In Getting to Aha!, Darshan Mehta explores the nature of insights: what they are, how to uncover them, and how to use them to drive innovation and audience engagement. He surveys the trends driving modern consumers' behaviors and discusses how technology is shaping the way buyers interact with brands and directly impact their performance. He also shares the steps brands can take to access and leverage the knowledge gained from external and internal audiences alike. Whether you're a CMO, a brand manager, or an entrepreneur, this book contains theoretical wisdom and practical tips that are ready to be put to use today in order to give your business the competitive edge it needs.

Basic Life Support Instructor Manual

Author : American Heart Association
Publisher :
ISBN 13 : 9781616697693
Total Pages : pages
Book Rating : 4.6/5 (976 download)

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Book Synopsis Basic Life Support Instructor Manual by : American Heart Association

Download or read book Basic Life Support Instructor Manual written by American Heart Association and published by . This book was released on 2020-10-21 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Has companion: BLS basic life support provider manual.

Summary of Andy Cunningham's Get to Aha!

Author : Everest Media,
Publisher : Everest Media LLC
ISBN 13 : 1669373002
Total Pages : 33 pages
Book Rating : 4.6/5 (693 download)

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Book Synopsis Summary of Andy Cunningham's Get to Aha! by : Everest Media,

Download or read book Summary of Andy Cunningham's Get to Aha! written by Everest Media, and published by Everest Media LLC. This book was released on 2022-03-27T22:59:00Z with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: Please note: This is a companion version & not the original book. Sample Book Insights: #1 The two most important questions for business leaders are: who they are and why they matter. To respond, they must understand what their company does and how it is positioned vis-à-vis their competitors. #2 The power of the yin and yang concept lies in the fact that the whole is greater than the sum of the two parts. It is the dynamic duality between the two halves that creates the whole. #3 Positioning is not the same as branding. Positioning is the process of determining your ideal position in the market before developing a brand. Branding is the emotional expression of positioning, and when they come together, you have a sense of the company's identity as a whole. #4 Companies are constantly spending money and resources on branding that doesn’t work. When a company begins the process of rebranding or refreshing its brand, its executives like to start with the look and feel of the brand, because logos and websites are the primary physical currency of a brand.