Foreword xi
Introduction xv
Part One The Band 1
Chapter 1 Create a Unique Business Model 3
Chapter 2 Choose Memorable Brand (and Band) Names 13
Chapter 3 Build a Diverse Team 21
Chapter 4 Be Yourself 29
Chapter 5 Experiment, Experiment, Experiment 37
Chapter 6 Embrace Technology 45
Chapter 7 Establish a New Category 53
Part Two The Fans 59
Chapter 8 Encourage Eccentricity 61
Chapter 9 Bring People on an Odyssey 69
Chapter 10 Put Fans in the Front Row 79
Chapter 11 Build a Following 87
Part Three The Business 95
Chapter 12 Cut Out the Middleman 97
Chapter 13 Free Your Content 105
Chapter 14 Be Spreadable 113
Chapter 15 Upgrade to Premium 119
Chapter 16 Loosen Up Your Brand 127
Chapter 17 Partner with Entrepreneurs 135
Chapter 18 Give Back 143
Chapter 19 Do What You Love 151
Acknowledgments 157
“Furthur” Reading 159
About the Photographs 161
About the Illustrations 161
About the Authors 163
Brian Halligan has seen the Grateful Dead perform more than 100 times. He is CEO & confounder of HubSpot, a marketing software company that helps businesses transform the way theymarket thier products by "getting found" on the Internet. Brian is also coauthor of Inbound Marketing: Get Found Using Google, Social Media, and Blogs and is an Entrepreneur-In-Residence at MIT. In his spare time, he sits on a few boards of directors, follows his beloved Red Sox, goes to the gym, and is learning to play guitar. Learn more at www.hubspot.com. Follow Brian at twitter.com/bhalligan. Since his first Grateful Dead show when he was a teenager in 1979, David Meerman Scott has seen the band perform over 40 times. David is a marketing strategist and a professional speaker. He is the author of the Business Week bestselling book The New Rules of Marketing & PR and several other books. He speaks at conferences and corporate events around the world. He loves to surf (but isn't very good at it), collects artifacts from the Apollo moon program, and maintains a database, with 308 entries at this writing, of every band he has seen in concert. He is a graduate of Kenyon College where he listened to a heck of a lot of Grateful Dead in his dorm room. Learn more at www.webinknow.com. Follow David at twitter.com/dmscott.
"Like all the best teachers, this book inspires you to do your own thinking... I found it enlightening and liberating." ( Financial Times , August 2010) "...a short but inspiring book which will give every business person pause for thought and some good ideas." ( TheBookBag.co.uk , August 2010) "...fits four decades' worth of guitar solos and weed smoking into the context of recent American marketing." ( The Guardian.co.uk , September 2010) "...there's certainly much to be taken away from this book." ( Business Life , October 2010) "...a well-written and sprightly little book...they may just be on to something." ( Management Today , Octobe 2010) "...offers advice to marketing executives across a broader range of industries." ( Director , October 2010) '...everyone should read this book.' (Journal of Product & Brand Management,March 2011).
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