today¿s millennial workforce is all too often misjudged andmisunderstood because most of us can¿t communicate with thisfast-moving, diverse and growing generation. we better learn how.By 2025 they will make up 75% of our employees and customers, and by 2017 they willcarry the bulk of the world¿s spending power. Companies that want to thrive and succeedcannot afford to ignore them.Chasing Relevance empowers businesses and their leaders by bridging youth andexperience to create powerful, connected workplaces.Chasing Relevance delivers a step-by-step framework that teaches organizational leadershow to bust through generational disconnects and find their own relevance to trulyunderstand, engage and maximize their millennial employees and customers.
Cool isn't just a state of mind, a celebrity fad, or an American obsession -- it's a business. In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering how do we make this thing cool? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it factor? In this wide-ranging exploration the authors Noah Kerner, a celebrated marketing maverick, and Gene Pressman, legendary creative visionary and former co-CEO of Barneys New York, have uncovered surprising and universal patterns and trends. They systematically parse the successes and failures of the last few decades -- in music and fashion, magazines and food, spirits and hip-hop culture. Their discoveries are pulled together in this definitive book on the commerce of cool. Nike and Target endure as relevant brands not because of a shortsighted and gimmicky campaign. A dash of bling and a viral website don't amass long-term value. Brands are effectively developed when companies take substantial risk -- and face the possibility of real failure -- in order to open up the opportunity for real success. Chasing Cool includes interviews with more than seventy of today's most respected innovators from Tom Ford and Russell Simmons to Ian Schrager and Christina Aguilera. And through this accomplished assemblage, Pressman and Kerner dig beneath the surface and reveal how emphasizing long-lasting relevance trumps a fleeting preoccupation with what's hot and what's not. In a multidimensional, entertaining, and eminently readable book that redefines how to appeal to today's savvy consumer, Kerner and Pressman explore the lessons to be learned by America's ongoing search for the ever-changing concept of cool. Readers will learn how to apply these lessons to their own businesses and creative projects in order to stand out in today's cluttered marketplace. "Simply chasing cool is really a bad idea; inspired by cool is a great idea. Walk the street, see what's going on, and spit it out in your own way. Don't do it because you research it, do it because you breathe it." -- Russell Simmons, chairman and CEO of Rush Communications "I can't imagine having to hire a so-called Cool Hunter. If I had to go to someone else to be cool, I'd just pack up my bags and find a new profession." -- Tony Hawk, professional skateboarder "It's possible to be both mainstream and edgy. You can be the Goliath but you always have to think and behave like the David." -- Scott Bedbury, former Nike and Starbucks marketing executive "I love looking at trend reports because then I know exactly what I shouldn't be doing." -- John Demsey, group president, Estée Lauder, MAC Cosmetics, Prescriptives, Sean John, and Tom Ford Beauty "I don't believe in creation by committee. I think it's impossible." -- Bonnie Fuller, chief editorial director and executive vice president of American Media Inc. "We had to make a big decision at MTV when I was there. Do we grow old with our audience or are we going to be the voice of young America? We made the decision to be the voice of young America, which meant we had to let people grow out of MTV." -- Bob Pittman, cofounder of MTV, former president of AOL
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
From the acclaimed author of Twenty Years Later comes a twisting, impossible-to-put-down novel of suspense in which a filmmaker helps clear a woman convicted of murder—only to find she may be a puppet in a sinister game. Fans of Freida McFadden and Alice Feeney will be left breathless by this unforgettable thriller that builds to a shocking conclusion... The Girl of Sugar Beach is the most watched documentary in television history—a riveting, true-life mystery that unfolds over twelve weeks and centers on a fascinating question: Did Grace Sebold murder her boyfriend, Julian, while on a Spring Break vacation, or is she a victim of circumstance and poor police work? Grace has spent the last ten years in a St. Lucian prison, and reaches out to filmmaker Sidney Ryan in a last, desperate attempt to prove her innocence. As Sidney begins researching, she uncovers startling evidence overlooked during the original investigation. Before the series even finishes filming, public outcry leads officials to reopen the case. Delving into Grace’s past, Sidney peels away layer after layer of deception. But as she edges closer to the real heart of the story, Sidney must decide if finding the truth is worth risking her newfound fame, her career . . . even her life. “You can’t blame Charlie Donlea if the ending of his novel makes your jaw drop. The title alone is fair warning that his characters are no more to be trusted than our initial impressions of them.” —The New York Times Book Review
A Guide to Sample Size for Animal-based Studies Understand a foundational area of experimental design with this innovative reference Animal-based research is an essential part of basic and preclinical research, but poses a unique set of experimental design challenges. The most important of these are the 3Rs − Replacement, Reduction and Refinement − the principles comprising the ethical framework for humane animal-based studies. However, many researchers have difficulty navigating the design trade-offs necessary to simultaneously minimize animal use, and produce scientific information that is both rigorous and reliable. A Guide to Sample Size for Animal-based Studies meets this need with a thorough, accessible reference work to the subject. This book provides a straightforward systematic approach to “rightsizing” animal-based experiments, with sample size estimates based on the fundamentals of statistical thinking: structured research questions, variation control and appropriate design of experiments. The result is a much-needed guide to planning animal-based experiments to ensure scientifically valid and reliable results. This book offers: Step-by-step guidance in diverse methods for approximating and refining sample size Detailed treatment of research topics specific to animal-based research, including pilot, feasibility and proof-of-concept studies Sample size approximation methods for different types of data − binary, continuous, ordinal, time to event − and different study types − description, comparison, nested designs, reference interval construction and dose-response studies Numerous worked examples, using real data from published papers, together with SAS and R code A Guide to Sample Size for Animal-based Studies is a must-have reference for preclinical and veterinary researchers, as well as ethical oversight committees and policymakers.
Maybe you’ve never asked the question out loud, but you’ve wondered. You do the things that look good on paper: read your Bible, pray, attend study groups and go to church on Sundays. But you aren’t convinced you really know Him. Angie Smith understands, because she had run circles around the same paths searching for Him, frustrated at her lack of progress. And she probably would have continued to do so had it not been for one realization that changed everything. She wasn’t following God; she was trying to catch up with Him. And without realizing it, you may be as well. It’s a distinction that affects every aspect of our lives with Christ, and it begins with learning where we’ve relied more on man’s explanation of God than God Himself. So many requirements, so many rules, and so much guilt where there is supposed to be freedom. It’s the reason you wonder if you’ve measured up, and the nagging voice that tells you you’re a failure as a Christian. Three simple words changed everything for Angie, and she believes they can do the same for you. Stop chasing God.
Have you hit a wall with your church, ministry or non-profit organization? In spite of a genuine calling, an exceptional team and solid investment in the vision, have you noticed that the spark never catches fire? Media and marketing expert Phil Cooke wants every ministry to ask, Who are we? By identifying what makes your organization different from the thousands clamoring for attention, you can get your message heard. Cooke has consulted with many of the most recognized churches and non-profits in the world, and in Branding Faith; Why Some Ministries Impact Culture and Others Don't, he shares his road-tested strategies for using media and marketing to make your mark on people's minds and hearts. Whatever the size of your organization, his helpful hints and insider know-how will give you the tools to set your ministry's strategies ablaze.
Today's culture is more connected than any time in history, but all of this connectivity comes with a price. We live in a world that's become cluttered, distracted, and disrupted by social media, with the average person receiving as many as 5,000 messages a day in one form or another. If you're a pastor, nonprofit leader, artist, filmmaker, entrepreneur, or creative professional in this hyper-connected, highly distracted world, how do you get your unique idea, project, or vision on the radar of the people who need to respond? In Unique, Phil Cooke, a highly respected media producer and consultant, addresses both the challenges and the opportunities of branding and social media in the 21st century. If you have a vision or message to share with the world, Unique provides a blueprint to cut through the clutter, communicate your story, and impact your audience.
Recovering the Lost Art of Contentment The biblical practice of contentment can seem like a lost art—something reserved for spiritual giants but out of reach for the rest of us. In our discontented age—characterized by impatience, overspending, grumbling, and unhappiness—it’s hard to imagine what true contentment actually looks (and feels) like. But even the apostle Paul said that he learned to be content in any and every circumstance. Paul’s remarkable contentment was something grown and developed over time. In Chasing Contentment, Erik Raymond helps us understand what biblical contentment is—the inward gracious spirit that joyfully rests in God’s providence—and then how we learn it. Giving us practical guidance for growing in contentment in various areas of our lives, this book will encourage us to see contentment as a priority for all believers. By God’s grace, it is possible to pursue the high calling of contentment and anchor our joy in God himself rather than our changing circumstances.
A vivid look at how India has developed the idea of entrepreneurial citizens as leaders mobilizing society and how people try to live that promise Can entrepreneurs develop a nation, serve the poor, and pursue creative freedom, all while generating economic value? In Chasing Innovation, Lilly Irani shows the contradictions that arise as designers, engineers, and businesspeople frame development and governance as opportunities to innovate. Irani documents the rise of "entrepreneurial citizenship" in India over the past seventy years, demonstrating how a global ethos of development through design has come to shape state policy, economic investment, and the middle class in one of the world’s fastest-growing nations. Drawing on her own professional experience as a Silicon Valley designer and nearly a decade of fieldwork following a Delhi design studio, Irani vividly chronicles the practices and mindsets that hold up professional design as the answer to the challenges of a country of more than one billion people, most of whom are poor. While discussions of entrepreneurial citizenship promise that Indian children can grow up to lead a nation aspiring to uplift the poor, in reality, social, economic, and political structures constrain whose enterprise, which hopes, and which needs can be seen as worthy of investment. In the process, Irani warns, powerful investors, philanthropies, and companies exploit citizens' social relations, empathy, and political hope in the quest to generate economic value. Irani argues that the move to recast social change as innovation, with innovators as heroes, frames others—craftspeople, workers, and activists—as of lower value, or even dangers to entrepreneurial forms of development. With meticulous historical context and compelling stories, Chasing Innovation lays bare how long-standing power hierarchies such as class, caste, language, and colonialism continue to shape opportunity in a world where good ideas supposedly rule all.
