Author: Ryan O'Callaghan
Publisher: Akashic Books
ISBN: 1617757705
Category : Biography & Autobiography
Languages : en
Pages : 161
Book Description
A riveting account of life as a closeted professional athlete from gay NFL player O’Callaghan, against the backdrop of depression, opioid addiction, and the threat of suicide. “[O’Callaghan’s] story is one of beautiful vulnerability, and it further shows the importance of knowing you aren’t alone.” —Oprah Daily, recommended by Gayle King Ryan O’Callaghan’s plan was always to play football and then, when his career was over, kill himself. Growing up in a politically conservative corner of California, the not-so-subtle messages he heard as a young man from his family and from TV and film routinely equated being gay with disease and death. Letting people in on the darkest secret he kept buried inside was not an option: better death with a secret than life as a gay man. As a kid , Ryan never envisioned just how far his football career would take him. He was recruited by the University of California, Berkeley, where he spent five seasons, playing alongside his friend Aaron Rodgers. Then it was on to the NFL for stints with the almost-undefeated New England Patriots and the often-defeated Kansas City Chiefs. Bubbling under the surface of Ryan’s entire NFL career was a collision course between his secret sexuality and his hidden drug use. When the league caught him smoking pot, he turned to NFL-sanctioned prescription painkillers that quickly sent his life into a tailspin. As injuries mounted and his daily intake of opioids reached a near-lethal level, he wrote his suicide note to his parents and plotted his death. Yet someone had been watching. A member of the Chiefs organization stepped in, recognizing the signs of drug addiction. Ryan reluctantly sought psychological help, and it was there that he revealed his lifelong secret for the very first time. Nearing the twilight of his career, Ryan faced the ultimate decision: end it all, or find out if his family and football friends could ever accept a gay man in their lives.
My Life on the Line: How the NFL Damn Near Killed Me and Ended Up Saving My Life
Author: Ryan O'Callaghan
Publisher: Akashic Books
ISBN: 1617757705
Category : Biography & Autobiography
Languages : en
Pages : 161
Book Description
A riveting account of life as a closeted professional athlete from gay NFL player O’Callaghan, against the backdrop of depression, opioid addiction, and the threat of suicide. “[O’Callaghan’s] story is one of beautiful vulnerability, and it further shows the importance of knowing you aren’t alone.” —Oprah Daily, recommended by Gayle King Ryan O’Callaghan’s plan was always to play football and then, when his career was over, kill himself. Growing up in a politically conservative corner of California, the not-so-subtle messages he heard as a young man from his family and from TV and film routinely equated being gay with disease and death. Letting people in on the darkest secret he kept buried inside was not an option: better death with a secret than life as a gay man. As a kid , Ryan never envisioned just how far his football career would take him. He was recruited by the University of California, Berkeley, where he spent five seasons, playing alongside his friend Aaron Rodgers. Then it was on to the NFL for stints with the almost-undefeated New England Patriots and the often-defeated Kansas City Chiefs. Bubbling under the surface of Ryan’s entire NFL career was a collision course between his secret sexuality and his hidden drug use. When the league caught him smoking pot, he turned to NFL-sanctioned prescription painkillers that quickly sent his life into a tailspin. As injuries mounted and his daily intake of opioids reached a near-lethal level, he wrote his suicide note to his parents and plotted his death. Yet someone had been watching. A member of the Chiefs organization stepped in, recognizing the signs of drug addiction. Ryan reluctantly sought psychological help, and it was there that he revealed his lifelong secret for the very first time. Nearing the twilight of his career, Ryan faced the ultimate decision: end it all, or find out if his family and football friends could ever accept a gay man in their lives.
Publisher: Akashic Books
ISBN: 1617757705
Category : Biography & Autobiography
Languages : en
Pages : 161
Book Description
A riveting account of life as a closeted professional athlete from gay NFL player O’Callaghan, against the backdrop of depression, opioid addiction, and the threat of suicide. “[O’Callaghan’s] story is one of beautiful vulnerability, and it further shows the importance of knowing you aren’t alone.” —Oprah Daily, recommended by Gayle King Ryan O’Callaghan’s plan was always to play football and then, when his career was over, kill himself. Growing up in a politically conservative corner of California, the not-so-subtle messages he heard as a young man from his family and from TV and film routinely equated being gay with disease and death. Letting people in on the darkest secret he kept buried inside was not an option: better death with a secret than life as a gay man. As a kid , Ryan never envisioned just how far his football career would take him. He was recruited by the University of California, Berkeley, where he spent five seasons, playing alongside his friend Aaron Rodgers. Then it was on to the NFL for stints with the almost-undefeated New England Patriots and the often-defeated Kansas City Chiefs. Bubbling under the surface of Ryan’s entire NFL career was a collision course between his secret sexuality and his hidden drug use. When the league caught him smoking pot, he turned to NFL-sanctioned prescription painkillers that quickly sent his life into a tailspin. As injuries mounted and his daily intake of opioids reached a near-lethal level, he wrote his suicide note to his parents and plotted his death. Yet someone had been watching. A member of the Chiefs organization stepped in, recognizing the signs of drug addiction. Ryan reluctantly sought psychological help, and it was there that he revealed his lifelong secret for the very first time. Nearing the twilight of his career, Ryan faced the ultimate decision: end it all, or find out if his family and football friends could ever accept a gay man in their lives.
I Love Jesus, But I Want to Die
Author: Sarah J. Robinson
Publisher: WaterBrook
ISBN: 0593193539
Category : Religion
Languages : en
Pages : 257
Book Description
A compassionate, shame-free guide for your darkest days “A one-of-a-kind book . . . to read for yourself or give to a struggling friend or loved one without the fear that depression and suicidal thoughts will be minimized, medicalized or over-spiritualized.”—Kay Warren, cofounder of Saddleback Church What happens when loving Jesus doesn’t cure you of depression, anxiety, or suicidal thoughts? You might be crushed by shame over your mental illness, only to be told by well-meaning Christians to “choose joy” and “pray more.” So you beg God to take away the pain, but nothing eases the ache inside. As darkness lingers and color drains from your world, you’re left wondering if God has abandoned you. You just want a way out. But there’s hope. In I Love Jesus, But I Want to Die, Sarah J. Robinson offers a healthy, practical, and shame-free guide for Christians struggling with mental illness. With unflinching honesty, Sarah shares her story of battling depression and fighting to stay alive despite toxic theology that made her afraid to seek help outside the church. Pairing her own story with scriptural insights, mental health research, and simple practices, Sarah helps you reconnect with the God who is present in our deepest anguish and discover that you are worth everything it takes to get better. Beautifully written and full of hard-won wisdom, I Love Jesus, But I Want to Die offers a path toward a rich, hope-filled life in Christ, even when healing doesn’t look like what you expect.
Publisher: WaterBrook
ISBN: 0593193539
Category : Religion
Languages : en
Pages : 257
Book Description
A compassionate, shame-free guide for your darkest days “A one-of-a-kind book . . . to read for yourself or give to a struggling friend or loved one without the fear that depression and suicidal thoughts will be minimized, medicalized or over-spiritualized.”—Kay Warren, cofounder of Saddleback Church What happens when loving Jesus doesn’t cure you of depression, anxiety, or suicidal thoughts? You might be crushed by shame over your mental illness, only to be told by well-meaning Christians to “choose joy” and “pray more.” So you beg God to take away the pain, but nothing eases the ache inside. As darkness lingers and color drains from your world, you’re left wondering if God has abandoned you. You just want a way out. But there’s hope. In I Love Jesus, But I Want to Die, Sarah J. Robinson offers a healthy, practical, and shame-free guide for Christians struggling with mental illness. With unflinching honesty, Sarah shares her story of battling depression and fighting to stay alive despite toxic theology that made her afraid to seek help outside the church. Pairing her own story with scriptural insights, mental health research, and simple practices, Sarah helps you reconnect with the God who is present in our deepest anguish and discover that you are worth everything it takes to get better. Beautifully written and full of hard-won wisdom, I Love Jesus, But I Want to Die offers a path toward a rich, hope-filled life in Christ, even when healing doesn’t look like what you expect.
The Talent Code
Author: Daniel Coyle
Publisher: Bantam
ISBN: 0553906496
Category : Self-Help
Languages : en
Pages : 258
Book Description
What is the secret of talent? How do we unlock it? This groundbreaking work provides readers with tools they can use to maximize potential in themselves and others. Whether you’re coaching soccer or teaching a child to play the piano, writing a novel or trying to improve your golf swing, this revolutionary book shows you how to grow talent by tapping into a newly discovered brain mechanism. Drawing on cutting-edge neurology and firsthand research gathered on journeys to nine of the world’s talent hotbeds—from the baseball fields of the Caribbean to a classical-music academy in upstate New York—Coyle identifies the three key elements that will allow you to develop your gifts and optimize your performance in sports, art, music, math, or just about anything. • Deep Practice Everyone knows that practice is a key to success. What everyone doesn’t know is that specific kinds of practice can increase skill up to ten times faster than conventional practice. • Ignition We all need a little motivation to get started. But what separates truly high achievers from the rest of the pack? A higher level of commitment—call it passion—born out of our deepest unconscious desires and triggered by certain primal cues. Understanding how these signals work can help you ignite passion and catalyze skill development. • Master Coaching What are the secrets of the world’s most effective teachers, trainers, and coaches? Discover the four virtues that enable these “talent whisperers” to fuel passion, inspire deep practice, and bring out the best in their students. These three elements work together within your brain to form myelin, a microscopic neural substance that adds vast amounts of speed and accuracy to your movements and thoughts. Scientists have discovered that myelin might just be the holy grail: the foundation of all forms of greatness, from Michelangelo’s to Michael Jordan’s. The good news about myelin is that it isn’t fixed at birth; to the contrary, it grows, and like anything that grows, it can be cultivated and nourished. Combining revelatory analysis with illuminating examples of regular people who have achieved greatness, this book will not only change the way you think about talent, but equip you to reach your own highest potential.
Publisher: Bantam
ISBN: 0553906496
Category : Self-Help
Languages : en
Pages : 258
Book Description
What is the secret of talent? How do we unlock it? This groundbreaking work provides readers with tools they can use to maximize potential in themselves and others. Whether you’re coaching soccer or teaching a child to play the piano, writing a novel or trying to improve your golf swing, this revolutionary book shows you how to grow talent by tapping into a newly discovered brain mechanism. Drawing on cutting-edge neurology and firsthand research gathered on journeys to nine of the world’s talent hotbeds—from the baseball fields of the Caribbean to a classical-music academy in upstate New York—Coyle identifies the three key elements that will allow you to develop your gifts and optimize your performance in sports, art, music, math, or just about anything. • Deep Practice Everyone knows that practice is a key to success. What everyone doesn’t know is that specific kinds of practice can increase skill up to ten times faster than conventional practice. • Ignition We all need a little motivation to get started. But what separates truly high achievers from the rest of the pack? A higher level of commitment—call it passion—born out of our deepest unconscious desires and triggered by certain primal cues. Understanding how these signals work can help you ignite passion and catalyze skill development. • Master Coaching What are the secrets of the world’s most effective teachers, trainers, and coaches? Discover the four virtues that enable these “talent whisperers” to fuel passion, inspire deep practice, and bring out the best in their students. These three elements work together within your brain to form myelin, a microscopic neural substance that adds vast amounts of speed and accuracy to your movements and thoughts. Scientists have discovered that myelin might just be the holy grail: the foundation of all forms of greatness, from Michelangelo’s to Michael Jordan’s. The good news about myelin is that it isn’t fixed at birth; to the contrary, it grows, and like anything that grows, it can be cultivated and nourished. Combining revelatory analysis with illuminating examples of regular people who have achieved greatness, this book will not only change the way you think about talent, but equip you to reach your own highest potential.
Let the World See You
Author: Sam Acho
Publisher: Thomas Nelson
ISBN: 1400220459
Category : Religion
Languages : en
Pages : 240
Book Description
NFL linebacker, speaker, podcaster, and humanitarian Sam Acho gives a blueprint for taking off our masks and living lives of genuine authenticity. Most of us hide. We play small and don't live up to our full potential. Sam Acho was one of those people. As an NFL linebacker, for example, he earned his MBA but told no one because he was afraid of what people might think if they found out that he cared about things that weren't "normal" for his profession. After many years of hiding himself, the person he had become had no connection to the real Sam. Only when he lost a friend and a mentor did he realize he was doing it all wrong--just like many us do, when we try to become someone we're not. All the while, we ignore the unique gifts and talents and personality we truly possess. But there is another way of living: Let the world see you. Your quirks, your passions, and your inner desires were not given to you by accident. And the world needs your gifts. In Let the World See You, Sam Acho shares lessons from his own life as well as stories from others to reveal how you can overcome your fears and discover your true selves. Being the real you pays big. No one else has what you have. No one else can share what you share. Let the World See You helps crack the shell of people who are in hiding and reveals the benefits of a lifestyle lived on purpose.
Publisher: Thomas Nelson
ISBN: 1400220459
Category : Religion
Languages : en
Pages : 240
Book Description
NFL linebacker, speaker, podcaster, and humanitarian Sam Acho gives a blueprint for taking off our masks and living lives of genuine authenticity. Most of us hide. We play small and don't live up to our full potential. Sam Acho was one of those people. As an NFL linebacker, for example, he earned his MBA but told no one because he was afraid of what people might think if they found out that he cared about things that weren't "normal" for his profession. After many years of hiding himself, the person he had become had no connection to the real Sam. Only when he lost a friend and a mentor did he realize he was doing it all wrong--just like many us do, when we try to become someone we're not. All the while, we ignore the unique gifts and talents and personality we truly possess. But there is another way of living: Let the world see you. Your quirks, your passions, and your inner desires were not given to you by accident. And the world needs your gifts. In Let the World See You, Sam Acho shares lessons from his own life as well as stories from others to reveal how you can overcome your fears and discover your true selves. Being the real you pays big. No one else has what you have. No one else can share what you share. Let the World See You helps crack the shell of people who are in hiding and reveals the benefits of a lifestyle lived on purpose.
No Logo
Author: Naomi Klein
Publisher: Macmillan
ISBN: 9780312203436
Category : Business & Economics
Languages : en
Pages : 520
Book Description
"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.
Publisher: Macmillan
ISBN: 9780312203436
Category : Business & Economics
Languages : en
Pages : 520
Book Description
"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.
Tough Luck
Author: R. D. Rosen
Publisher: Atlantic Monthly Press
ISBN: 0802147119
Category : Biography & Autobiography
Languages : en
Pages : 346
Book Description
“Rosen artfully blends fascinating tales of the rise of the National Football League with the bloody demise of the mob.” —Bill Geist, New York Times–bestselling author In 1935, as eighteen-year-old Sid Luckman made headlines across New York City for his high school football exploits at Erasmus Hall High School in Brooklyn, his father, Meyer Luckman, was making headlines for the gangland murder of his own brother-in-law. Amazingly, when Sid became a star at Columbia and a Hall of Fame NFL quarterback in Chicago, all of it while Meyer Luckman served twenty-years-to-life in Sing Sing Prison, the connection between sports celebrity son and mobster father was studiously ignored by the press and ultimately overlooked for eight decades. Tough Luck traces two simultaneous historical developments through a single immigrant family in Depression-era New York: the rise of the National Football League led by the dynastic Chicago Bears and the demise—triggered by Meyer Luckman’s crime and initial coverup—of the Brooklyn labor rackets and Louis Lepke’s infamous organization Murder, Inc. Filled with colorful characters, it memorably evokes an era of vicious Brooklyn mobsters and undefeated Monsters of the Midway, a time when the media kept their mouths shut and the soft-spoken son of a murderer could become a beloved legend with a hidden past. “Remarkable . . . Artfully organized and deeply researched . . . This [secret] is finally being told, respectfully and stylishly.” —Chicago Tribune “This is a great and beautifully written untold story.” —Gay Talese, New York Times–bestselling author “A fascinating story of the NFL, its growth, and one of its star players. And it is more than just a sports biography.” —Illinois Times
Publisher: Atlantic Monthly Press
ISBN: 0802147119
Category : Biography & Autobiography
Languages : en
Pages : 346
Book Description
“Rosen artfully blends fascinating tales of the rise of the National Football League with the bloody demise of the mob.” —Bill Geist, New York Times–bestselling author In 1935, as eighteen-year-old Sid Luckman made headlines across New York City for his high school football exploits at Erasmus Hall High School in Brooklyn, his father, Meyer Luckman, was making headlines for the gangland murder of his own brother-in-law. Amazingly, when Sid became a star at Columbia and a Hall of Fame NFL quarterback in Chicago, all of it while Meyer Luckman served twenty-years-to-life in Sing Sing Prison, the connection between sports celebrity son and mobster father was studiously ignored by the press and ultimately overlooked for eight decades. Tough Luck traces two simultaneous historical developments through a single immigrant family in Depression-era New York: the rise of the National Football League led by the dynastic Chicago Bears and the demise—triggered by Meyer Luckman’s crime and initial coverup—of the Brooklyn labor rackets and Louis Lepke’s infamous organization Murder, Inc. Filled with colorful characters, it memorably evokes an era of vicious Brooklyn mobsters and undefeated Monsters of the Midway, a time when the media kept their mouths shut and the soft-spoken son of a murderer could become a beloved legend with a hidden past. “Remarkable . . . Artfully organized and deeply researched . . . This [secret] is finally being told, respectfully and stylishly.” —Chicago Tribune “This is a great and beautifully written untold story.” —Gay Talese, New York Times–bestselling author “A fascinating story of the NFL, its growth, and one of its star players. And it is more than just a sports biography.” —Illinois Times
Reality Is Broken
Author: Jane McGonigal
Publisher: Penguin
ISBN: 1101475498
Category : Psychology
Languages : en
Pages : 334
Book Description
“McGonigal is a clear, methodical writer, and her ideas are well argued. Assertions are backed by countless psychological studies.” —The Boston Globe “Powerful and provocative . . . McGonigal makes a persuasive case that games have a lot to teach us about how to make our lives, and the world, better.” —San Jose Mercury News “Jane McGonigal's insights have the elegant, compact, deadly simplicity of plutonium, and the same explosive force.” —Cory Doctorow, author of Little Brother A visionary game designer reveals how we can harness the power of games to boost global happiness. With 174 million gamers in the United States alone, we now live in a world where every generation will be a gamer generation. But why, Jane McGonigal asks, should games be used for escapist entertainment alone? In this groundbreaking book, she shows how we can leverage the power of games to fix what is wrong with the real world-from social problems like depression and obesity to global issues like poverty and climate change-and introduces us to cutting-edge games that are already changing the business, education, and nonprofit worlds. Written for gamers and non-gamers alike, Reality Is Broken shows that the future will belong to those who can understand, design, and play games. Jane McGonigal is also the author of SuperBetter: A Revolutionary Approach to Getting Stronger, Happier, Braver and More Resilient.
Publisher: Penguin
ISBN: 1101475498
Category : Psychology
Languages : en
Pages : 334
Book Description
“McGonigal is a clear, methodical writer, and her ideas are well argued. Assertions are backed by countless psychological studies.” —The Boston Globe “Powerful and provocative . . . McGonigal makes a persuasive case that games have a lot to teach us about how to make our lives, and the world, better.” —San Jose Mercury News “Jane McGonigal's insights have the elegant, compact, deadly simplicity of plutonium, and the same explosive force.” —Cory Doctorow, author of Little Brother A visionary game designer reveals how we can harness the power of games to boost global happiness. With 174 million gamers in the United States alone, we now live in a world where every generation will be a gamer generation. But why, Jane McGonigal asks, should games be used for escapist entertainment alone? In this groundbreaking book, she shows how we can leverage the power of games to fix what is wrong with the real world-from social problems like depression and obesity to global issues like poverty and climate change-and introduces us to cutting-edge games that are already changing the business, education, and nonprofit worlds. Written for gamers and non-gamers alike, Reality Is Broken shows that the future will belong to those who can understand, design, and play games. Jane McGonigal is also the author of SuperBetter: A Revolutionary Approach to Getting Stronger, Happier, Braver and More Resilient.
The Startup of You (Revised and Updated)
Author: Reid Hoffman
Publisher: Crown Currency
ISBN: 0307888924
Category : Business & Economics
Languages : en
Pages : 274
Book Description
The groundbreaking #1 New York Times bestseller that taught a generation how to transform their careers—now in a revised and updated edition “A profound book about self-determination and self-realization.”—Senator Cory Booker “The Startup of You is crammed with insights and strategies to help each of us create the work life we want.”—Gretchen Rubin, author of The Happiness Project In this invaluable book, LinkedIn co-founder Reid Hoffman and venture capitalist Ben Casnocha show how to accelerate your career in today’s competitive world. The key is to manage your career as if it were a startup business: a living, breathing, growing startup of you. Why? Startups—and the entrepreneurs who run them—are nimble. They invest in themselves. They build their professional networks. They take intelligent risks. They make uncertainty and volatility work to their advantage. These are the very same skills professionals need to get ahead today. This book isn’t about cover letters or résumés. Instead, you will learn the best practices of the most successful startups and how to apply these entrepreneurial strategies to your career. Whether you work for a giant multinational corporation, stitch together multiple gigs in a portfolio career, or are launching your own venture, you need to know how to • adapt your career plans as pandemics rage and technologies upend industries • develop a competitive advantage so that you stand out from others at work • strengthen your professional network by building powerful alliances and maintaining a diverse mix of relationships • engineer serendipity that produces life-changing career opportunities • take proactive risks to become more resilient to industry tsunamis • tap your network for information and intelligence that help you make smarter decisions The career landscape has changed dramatically in the decade since Hoffman and Casnocha first published this guide. In an urgent update to the frameworks that have helped hundreds of thousands of people transform their careers, this new edition of The Startup of You will teach you how to achieve your boldest professional ambitions.
Publisher: Crown Currency
ISBN: 0307888924
Category : Business & Economics
Languages : en
Pages : 274
Book Description
The groundbreaking #1 New York Times bestseller that taught a generation how to transform their careers—now in a revised and updated edition “A profound book about self-determination and self-realization.”—Senator Cory Booker “The Startup of You is crammed with insights and strategies to help each of us create the work life we want.”—Gretchen Rubin, author of The Happiness Project In this invaluable book, LinkedIn co-founder Reid Hoffman and venture capitalist Ben Casnocha show how to accelerate your career in today’s competitive world. The key is to manage your career as if it were a startup business: a living, breathing, growing startup of you. Why? Startups—and the entrepreneurs who run them—are nimble. They invest in themselves. They build their professional networks. They take intelligent risks. They make uncertainty and volatility work to their advantage. These are the very same skills professionals need to get ahead today. This book isn’t about cover letters or résumés. Instead, you will learn the best practices of the most successful startups and how to apply these entrepreneurial strategies to your career. Whether you work for a giant multinational corporation, stitch together multiple gigs in a portfolio career, or are launching your own venture, you need to know how to • adapt your career plans as pandemics rage and technologies upend industries • develop a competitive advantage so that you stand out from others at work • strengthen your professional network by building powerful alliances and maintaining a diverse mix of relationships • engineer serendipity that produces life-changing career opportunities • take proactive risks to become more resilient to industry tsunamis • tap your network for information and intelligence that help you make smarter decisions The career landscape has changed dramatically in the decade since Hoffman and Casnocha first published this guide. In an urgent update to the frameworks that have helped hundreds of thousands of people transform their careers, this new edition of The Startup of You will teach you how to achieve your boldest professional ambitions.
College Football and American Culture in the Cold War Era
Author: Kurt Edward Kemper
Publisher: University of Illinois Press
ISBN: 025203466X
Category : Cold War
Languages : en
Pages : 290
Book Description
Waging the Cold War's ideological battles on the gridiron
Publisher: University of Illinois Press
ISBN: 025203466X
Category : Cold War
Languages : en
Pages : 290
Book Description
Waging the Cold War's ideological battles on the gridiron
Brand Relevance
Author: David A. Aaker
Publisher: John Wiley & Sons
ISBN: 0470613580
Category : Business & Economics
Languages : en
Pages : 400
Book Description
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.
Publisher: John Wiley & Sons
ISBN: 0470613580
Category : Business & Economics
Languages : en
Pages : 400
Book Description
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.