SXSW 2013 Sampler

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Contents ix Analogy 89 Common Craft Videos 90 On the Explanation Scale 92 Summary 92 Chapter 9 Description 93 Explaining Web Browsers 95 Explanation Is Not a Recipe 97 On The Explanation Scale 99 Summary 99 Chapter 10 Simplification 103 Chapter 11 Constraints 113 Common Craft and Constraints 115 Constraints and Your Explanations 117 Summary 119 Chapter 12 Preparing for and Writing an Explanation 121 The Common Craft Writing Process 122 Big Ideas 123 Research and Discovery 123 Script Writing 125 The Real Thing 128 Chapter 13 Bringing an Explanation Together 131 PART 3 Present 147 Chapter 14 Common Craft’s Lessons Learned 149 Common Craft Gets Started 149 Ten Lessons Learned from Common Craft Explanations 151 Chapter 15 Right Medium for the Message 157 A Transformation 158 Media Options 159 Presentation Modes 161
x Contents Recording and Distribution Options 164 Constraints Come to the Rescue 165 Summary 171 Chapter 16 Visuals 173 You Can Use Visuals 178 Dan Roam’s 6 × 6 Rule 178 Common Craft Visual Metaphors 186 Noise and Simplicity in Visuals 188 Infographics 191 Creating Digital Visuals 193 Summary 193 Chapter 17 Emma and Carlos 195 Epilogue 202 Chapter 18 Explanation Culture and Your Life as an Explainer 203 Your Life as An Explainer 206 Acknowledgments 209 Links to Common Craft Videos 211 About the Author 215 Bibliography 217 Index 219
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SXSW ® 2013 Sampler Foreword by Je
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Contents Acknowledgements ix Introd
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4 Twitter 53
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56 Channels Percentage of Tweets Th
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58 Channels tweeted around 22 times
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60 Channels Average # of Followers
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62 Channels Percentage of Tweets Re
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64 Channels 6 5 4 3 2 1 0 12:00 am
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66 Channels life, feel free to talk
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68 Channels 1. game 2. going 3. hah
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70 Channels CTR 18% 16% 14% 12% 10%
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72 Channels If you ’re sharing co
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74 Channels 0.2% 0% -0.2% -0.4% -0.
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Chapter 1 Great Britain ‘‘In a
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Great Britain 29 programs. This aus
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Great Britain 31 that made WhipCar
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Great Britain 33 younger drivers, s
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Great Britain 35 On the night we me
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Great Britain 37 she recalled, ‘
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Great Britain 39 things as basic as
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Great Britain 41 system and from so
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Great Britain 43 proposals to suppo
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Great Britain 45 motivate others to
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Great Britain 47 The average return
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Great Britain 49 The consumers are
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Great Britain 51 well-known local o
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Great Britain 53 Remarkably, Cherie
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11 IMPROVING THE UMOT TO OPTIMIZE T
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TOTAL RECALL
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How do we ensure that our customers
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Yet even with the pervasiveness of
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looking for the experience. Busines
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SORRY, WE’RE CLOSED How to Surviv
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The customer journey is still evolv
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[ ] DISRUPTIVE TECHNOLOGY IS A CATA
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They include: Blockbuster Borders C
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Case Study: What’s the Worst That
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world—faster, more competitive, a
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No one can pinpoint where we exist
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xx INTRODUCTION
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To that end, we’ve engaged a tale
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Contents Foreword: The Benchmark of
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Introduction In my last corporate j
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Introduction xxvii day, I gain insi
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Introduction xxix from studying bas
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Introduction xxxi is happening in r
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Introduction xxxiii Part Three allo
Page 105 and 106: INTRODUCTION Properly organized and
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Page 133 and 134: viii CONTENTS Chapter 3 Take Stock
Page 135 and 136: x CONTENTS Chapter 29 Celebrate Suc
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Page 139 and 140: xvi PREFACE it became that focusing
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Page 145 and 146: Why a Guide? 5 If it were as simple
Page 147 and 148: Why a Guide? 7 4. Taking the Road L
Page 149 and 150: How to Be a Passion Hit 33 Those wh
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Page 163 and 164: xxii Introduction The next question
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I M P O R TA N C E A N D E F F I C
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vi Contents 13 How to Apologize to
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1 How One Man Changed a Billion-Dol
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How One Man Changed a Billion-Dolla
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Marketing Is a Verb 5 haven’t eve
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3 Companies Aren’t Awesome; Peopl
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Companies Aren’t Awesome; People
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Contents 1 Usually High Call Volume
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Contents vii 33 Hall of Shame 103 3
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2 The Book of Business UnAwesome do
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4 The Book of Business UnAwesome If
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3 Customers Don’t See Silos Being
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4 How to Flip Off Your Customers It
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10 The Book of Business UnAwesome T
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xii Contents The Toilet Business 31
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xiv Contents Hypnotizing Chickens 1
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xxviii Introduction: Likeability, R
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xxx Introduction: Likeability, Rogu
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xxxii Introduction: Likeability, Ro
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xxxvi Introduction: Likeability, Ro
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xxxviii Introduction: Likeability,
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xl Introduction: Likeability, Rogue
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CONTENTS Foreword vii by Jeff Dachi
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FOREWORD Everything that can be soc
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Foreword ix commit to the path of s
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2 SOCIAL BUSINESS BY DESIGN future
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4 SOCIAL BUSINESS BY DESIGN moving
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viii Contents 9 Connected TVs: Blen
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x Preface screen” companion conte
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2 Introduction see Granny chase a k
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4 Introduction us to watch and expe
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6 Introduction share the programmin
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Contents Introduction 1 1 The Art o
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Introduction Though I’ve run a sm
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Introduction 3 Small businesspeople
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Introduction 5 the ads that refl ec
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Introduction 7 Consider any job or
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Introduction 9 You might say that,
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Introduction 11 of your customers c
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Contents Foreword by David Meerman
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Contents ix Off-Page SEO: The Power
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Contents xi Chapter 13. Picking and
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4 Inbound Marketing well. More rece
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6 Inbound Marketing Ten years ago,
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8 Inbound Marketing co-founder of F
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