The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters)ISBN: 978-1-118-13466-5
Hardcover
224 pages
March 2012
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Introduction: Lessons Learned from a Lippy Lady on an Airplane xi
Chapter 1 Rethinking Unpopular 1
Chapter 2 Identifying Your Audience 23
Chapter 3 Personality—Pick One 47
Chapter 4 Approachability—Putting Out theWelcome Mat 75
Chapter 5 Sharability—Getting Your Audience to the Rooftops (and Letting Them Shout) 107
Chapter 6 Scalability—News Flash: You Can’t Do Everything Yourself 129
Chapter 7 Profitability—The Money’s Gotta Come from Somewhere 147
Chapter 8 Finally—They Hate Me! 165
Chapter 9 The Backyard Economy—A Bit on Nurturing What We’ve Built . . . 179
Epilogue: Shutting Up 189
Appendix A: Shit You Should Read, Who Wrote It, and Why 195
Appendix B: Getting into It—Your Guide to Resources on the Book’s Website 201
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The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters) (US $24.95)
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