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“In The Tipping Point, Malcolm Gladwell presents an important idea without any ‘how to.’ Now Bertrand Cesvet provides the ‘how to’ you need to create ‘Tipping Points’ for your business and success. This book is a compelling presentation of a powerful idea. This is how the new world will do business. Highly recommended if you care about your future.”
Stewart Emery, coauthor of international best-seller Success Built to Last
“Ultimately, magic is unexplainable. Still, Conversational Capital provides the most insightful analysis of what makes our shows ring in the heart of fans.”
Guy Laliberte, founder, Cirque du Soleil
“Like all great ideas, Conversational Capital is at its core simple: word-of-mouth momentum can be created, harnessed, and used to build consumer passion for a brand better and more cost-effectively than almost any other marketing medium.”
Rupert Duchesne,CEO of Aeroplan
“Marketing is an art that Conversational Capital turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.”
Jim Champy, coauthor, Reenginering the Corporation, and author, Outsmart!
Embed into Your Products and Experiences the Ingredients that Drive Advocacy:
For all the books that speak of the value of consumer advocacy, few indicate how to create it to begin with. Armed with a compelling set of examples from their own work in fostering leading brands, the authors reveal the triggers of word-of-mouth and a process to embedding them in your own products, helping you create stuff people love to talk about. From Bertrand Cesvet, chairman of Sid Lee, a leading purveyor of experiential design and communications services that leverages commercial creativity for breakthrough brands including Cirque du Soleil, adidas, and Red Bull.
1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One DropTM Foundation is to fight poverty around the world by giving everyone access to safe water.
About the Authors x
How This Book Came Together xi
This Is an Open Source Book xiii
Foreword by Hermann Deininger xv
PART 1: Defining Conversational Capital
1 What Is Conversational Capital? 3
2 The Eight Engines of Conversational Capital 9
3 How Conversational Capital Works 15
4 Why Conversational Capital Works 35
5 Conversational Capital Is Not Buzz 45
6 Conversational Capital and Advocacy 53
7 Conversational Capital Is for Everyone 55
PART 2: The Engines of Conversational Capital
8 Rituals 63
9 Initiation 69
10 Exclusive Product Offering (EPO) 77
11 Over-Delivery 85
12 Myths 91
13 Relevant Sensory Oddity (RSO) 99
14 Icons 107
15 Tribalism 115
16 Endorsement 123
17 Continuity 127
PART 3: Implementing Conversational Capital
18 Getting Started 135
19 Designing a Solution 143
20 Implementation 153
21 And Two More Questions 161
Glossary of Terms 165