Rules to Break and Laws to Follow

Chapter 1. False Assumptions. A "Perfect Storm" of New Technologies. Imitation, Circular Mills, and Mythbusting. Crisis of Short-Termism: The Mother of All Problems. Questions Every Business Needs to Answer. Primacy of Customer Trust. Chapter 2. "Value" is the New "Profit". Jabbing at the Elevator Button in the Stock Market. Focus only on the Short Term and You'll Lose Sight of the Long Term. Customers Create Long-Term Value, Too. The Secret Life of Companies: Short Games. Take the Money and Run. Business Models Behaving Badly. Short-Term Gain, Long-Term Loss. Stupid Is as Stupid Does. Chapter 3. Customers are a Scarce Resource. Using Up Customers. Which Do You Choose? Customers or Money? Money is Still the Root of All Investment What's in Your Budget? Re-Thinking Your Whole Business. Chapter 4. In the Long Term, the Good Guys Really Do Win. Reciprocity: The Golden Rule Applied to Customers. The Man with the Folding Chair. Does Your Firm Practice Reciprocity? Customer Trust is an Antidote to Short-Termism. Treat Employees the Way You Want Them to Treat Customers. Chapter 5. Increasing the Value of Your Business. Embroider on Your CFO's Pillowcase: Customer Equity. Ratcheting Up Your Customer Equity. What Return Are You Getting on Your Customers? Value Creators, Value Harvesters, and Value Destroyers. Getting Credit for Earning Customer Trust. Chapter 6. Culture Rules. Defining and Managing Culture. Do as I Say, Not as I Do. Welcome to the "Conceptual Age". Galloping Decentralization Means Culture is More Important. Creating a Culture of Customer Trust. Hey! There's a Person in There! Chapter 7. Capitalism Redux: Greed Is Good, But Trust Is Even Better. Reputations Go Online. Taking the Friction Out of Commerce Playing the Ultimatum Game. Technology Facilitates Reciprocity. Technology Seen Through the Wrong End of the Telescope. Chapter 8. Customers and Honeybees. Who's on Your Speed-Dial? Diverse Connections. Customer-Inspired Innovation. Word of Mouth: Business Opportunity? Chapter 9. Oops! Mistakes Happen: Recovering Lost Trust. Competence Also Required. Recovering Lost Trust. Competitive Success Can Harm Trust. Trust, Competence, and You. Chapter 10. Innovate Or Die. Responding to Change. Technology, Progress, and Change. Creating a Climate of Innovation. Supporting the Lunatic Fringe. Creativity Cannot Be Commanded. Chapter 11. Order and Chaos. Efficiency Often Undermines Innovation 3M Loses Its Innovative Mojo, Then Gets Its Groove Back. Having It Both Ways. Your Customers Can Help You Strike the Right Balance. Does Trust Encourage Innovation? Chapter 12. The Wisdom Of Dissent. Diversity and Variety. Size Does Matter. Avoiding Bad Group Decision Making. Chapter 13. Engaged and Enabled. The Power of the Network. Employee Engagement. Employees with a Sense of Mission. Giving Your Employees the Tools and the Power They Need to Create Value. Chapter 14. Leaders Needed. Inquire Within. The Twelve "Laws To Follow". Endnotes. References. Index.