{"product_id":"9780132703741","title":"Conversational Capital: How to Create Stuff People Love to Talk About","description":"\u003cp\u003e“In \u003ci\u003eThe Tipping Point\u003c\/i\u003e, 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.”\u003c\/p\u003e  \u003cp\u003e \u003ci\u003eStewart Emery\u003c\/i\u003e, coauthor of international best-seller \u003ci\u003eSuccess Built to Las\u003c\/i\u003et\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e“Ultimately, magic is unexplainable. Still, \u003ci\u003eConversational Capital\u003c\/i\u003e provides the most insightful analysis of what makes our shows ring in the heart of fans.”\u003c\/p\u003e  \u003cp\u003e \u003ci\u003eGuy Laliberte, \u003c\/i\u003efounder, Cirque du Soleil\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e“Like all great ideas, \u003ci\u003eConversational Capital\u003c\/i\u003e 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.”\u003c\/p\u003e  \u003cp\u003e \u003ci\u003eRupert Duchesne\u003c\/i\u003e,CEO of Aeroplan\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e“Marketing is an art that \u003ci\u003eConversational Capital\u003c\/i\u003e turns smartly into science. This book provides the complete prescription for getting consumers excited about your ideas.”\u003c\/p\u003e  \u003cp\u003e \u003ci\u003eJim Champy\u003c\/i\u003e, coauthor, \u003ci\u003eReenginering the Corporation\u003c\/i\u003e, and author, \u003ci\u003eOutsmart!\u003c\/i\u003e \u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e \u003cb\u003eEmbed into Your Products and Experiences the Ingredients that Drive Advocacy:\u003c\/b\u003e \u003c\/p\u003e  \u003cul\u003e  \u003cli\u003e  Create products and services that consumers find truly significant \u003c\/li\u003e  \u003cli\u003e  Intensify consumption experiences to transform your brands into market leaders \u003c\/li\u003e  \u003cli\u003e  Don’t settle for serendipity: manage and control the word-of-mouth around your brand by manipulating eight powerful experience amplifiers \u003c\/li\u003e \u003c\/ul\u003e  \u003cp\u003eFor 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.\u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e  \u003cp\u003e1% of the proceeds from the royalties earned by the authors will be donated to the One Drop Foundation. The mission of the One Drop\u003csup\u003eTM\u003c\/sup\u003e Foundation is to fight poverty around the world by giving everyone access to safe water.\u003c\/p\u003e  \u003cp\u003e  \u003c\/p\u003e\u003cp\u003e \u003c\/p\u003e  \u003cp\u003e \u003c\/p\u003e","brand":"Pearson Education","offers":[{"title":"Default Title","offer_id":47077530337520,"sku":"9780132703741","price":27.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780132703741_p0.jpg?v=1763640459","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780132703741","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}