Acknowledgments ix Leaders, Read This First xi
Chapter 1 First, You Must Attack Market Share 1
Chapter 2 Don't Let the Culture Embarrass You 9
Chapter 3 They Want Customer Urgency . . . Not Customer Service
23
Chapter 4 User-Generated Leadership Rocks! 37
Chapter 5 Which Trusted Advisors Will Lead the Recovery? 51
Chapter 6 Not All Contrarian Thinkers Are Crazy 63
Chapter 7 To Office or Not to Office 83
Last Words 93
Backing Up These Outrageous Claims 95
About the Author 105
ROSS SHAFER is one of the most sought-after keynote speakers, management advisors, and seminar leaders on the subjects of motivating change, customer empathy and urgency, and market relevance. Speaking over seventy-five times a year, Ross frequently shares the stage with heavyweights like Colin Powell, Tom Peters, Jack Welch, and Malcolm Gladwell. A six-time Emmy Award winning TV host, writer, and producer, Ross left the entertainment world and turned his talents toward studying how cultural changes determine why certain organizations thrive during tough economic times, while others disappear into extinction. Find more at RossShafer.com
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