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Table of Contents

Preface. 1. The Default Choice. 2. The Five Drivers. 3. Case Study: Deluxe. 4. Back to the Six New Basics. 5. Case Study: W Hotels. 6. Create Community. 7. Case Study: Gitomer. 8. Obvious but Often Overlooked. 9. Right Place?Right Time. 10. Case Study: The Pancake Pantry. 11. Big Picture Outcome. 12. Twenty-Eight Indispensable Lessons. 13. Case Study: Pinnacle Financial Partners. 14. Repeatable Process. 15. Stop Apologizing?Start Doing Your Job. 16. Case Study: LawTalk. 17. The Customer Decides. Index.

About the Author

JOE CALLOWAY is a consultant on branding and competitive positioning whose client list reads like a Who's Who in business from newspapers in Sweden, hotels in Great Britain, and computer companies in South Africa to world brands like BMW and American Express. He speaks frequently on business trends, and has been inducted into the International Speaker's Hall of Fame. He owns an award-winning restaurant in Nashville, Tennessee, where he lives with his wife, Annette, and daughter, Jess. He is also the author of Becoming a Category of One, from Wiley.

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