{"product_id":"the-power-of-unpopular-isbn-9781118134665","title":"The Power of Unpopular","description":"Every successful brand in history is inherently unpopular with a specific demographic. Somewhere along the way, people felt they had to be popular in order to be successful, when in fact, the opposite is true. The brands playing in the space you want to dominate have already figured out the inherent power of being unpopular. In The Power of Unpopular, you'll discover the difference between flash-in-the-pan brand tactics and those designed to place you miles above the competition.  \u003cul\u003e \u003cli\u003eBrand Personality: What's yours? Explore the importance of taking a stand and why brands become road kill without a distinct personality.\u003c\/li\u003e \u003cli\u003eCommunity: It's the number one thing that unpopular brands have figured out—learn how to build yours.\u003c\/li\u003e \u003cli\u003eBrand Advocacy: It knows no scale and your fans don't care how big you are. A guide for businesses on the proper care and feeding of their biggest asset.\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eErika Napoletano's irreverent yet never insincere tone takes readers on a colloquial and actionable journey, producing concepts that readers can immediately graft onto their existing business strategies. Complete with case studies of businesses from across the country, this is the book that couples theory with practice, creating pathways for business owners of any size and age. Change the way you do business and live your life—become unpopular.\u003c\/p\u003e Acknowledgments ix \u003cp\u003eIntroduction: Lessons Learned from a Lippy Lady on an Airplane xi\u003c\/p\u003e \u003cp\u003eChapter 1 Rethinking Unpopular 1\u003c\/p\u003e \u003cp\u003eChapter 2 Identifying Your Audience 23\u003c\/p\u003e \u003cp\u003eChapter 3 Personality—Pick One 47\u003c\/p\u003e \u003cp\u003eChapter 4 Approachability—Putting Out theWelcome Mat 75\u003c\/p\u003e \u003cp\u003eChapter 5 Sharability—Getting Your Audience to the Rooftops (and Letting Them Shout) 107\u003c\/p\u003e \u003cp\u003eChapter 6 Scalability—News Flash: You Can’t Do Everything Yourself 129\u003c\/p\u003e \u003cp\u003eChapter 7 Profitability—The Money’s Gotta Come from Somewhere 147\u003c\/p\u003e \u003cp\u003eChapter 8 Finally—They Hate Me! 165\u003c\/p\u003e \u003cp\u003eChapter 9 The Backyard Economy—A Bit on Nurturing What We’ve Built . . . 179\u003c\/p\u003e \u003cp\u003eEpilogue: Shutting Up 189\u003c\/p\u003e \u003cp\u003eAppendix A: Shit You Should Read, Who Wrote It, and Why 195\u003c\/p\u003e \u003cp\u003eAppendix B: Getting into It—Your Guide to Resources on the Book’s Website 201\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eERIKA NAPOLETANO\u003c\/b\u003e was never the prom queen, but that’s never stopped her from doing whatever the hell she set her mind to. She’s the Head Redhead at RHW Media, a digital strategies consultancy based in Denver, Colorado. The voice behind RedheadWriting.com (a destination for unpopular thoughts and blunt advice), she’s also a columnist for \u003ci\u003eEntrepreneur\u003c\/i\u003e magazine and was recognized by both the \u003ci\u003eDenver Post\u003c\/i\u003e and \u003ci\u003e5280\u003c\/i\u003e magazine as one of Colorado’s top Twitter personalities.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eBeing popular sucks.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eSomewhere along the way, business owners got the idea they had to be popular in order to be successful, when, in fact, the opposite is true. Every successful brand in history—from corporate behemoths to your neighborhood coffee shop—is vastly unpopular with a distinct demographic, yet succeeds wildly with the right audience. Isn’t it time to rethink “unpopular”? In \u003ci\u003eThe Power of Unpopular\u003c\/i\u003e, you’ll discover what the world’s greatest innovators have always known: popular is the \u003ci\u003elast\u003c\/i\u003e thing you ever want to build a business to be. \u003c\/p\u003e\u003cp\u003eStop focusing your brand-building on groups who will never like you and learn how to identify the audience you want to serve. \u003ci\u003eThe Power of Unpopular\u003c\/i\u003e simply—and bluntly—explains concepts that you can immediately graft onto your existing business strategies: \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eDiscover your brand personality and explore what you gain from taking a stand\u003c\/li\u003e \u003cli\u003eFind the people who will benefit from what you have to offer, and then tell them a story that they want to hear\u003c\/li\u003e \u003cli\u003eBecome an approachable brand that invites conversation and a high level of customer input\u003c\/li\u003e \u003cli\u003eBuild your community and get your brand shared\u003c\/li\u003e\n\u003cli\u003eScale your brand in a way that ensures that it will survive its own growth\u003c\/li\u003e \u003cli\u003eUnderstand profitability—in both financial and emotional terms\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eFeaturing real businesses from across the globe, this irreverent guide couples theory with practice, blazing pathways that businesses of any size or age can follow. Becoming unpopular shows you who you are and what you have to offer—and lets you tell all the naysayers to shove it. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eChange the way you do business \u003ci\u003eand\u003c\/i\u003e live your life—become unpopular.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eLearn more about her and the book at \u003cb\u003ewww.erikanapoletano.com\u003c\/b\u003e and \u003cb\u003ewww.unpopularbook.com\u003c\/b\u003e.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990318334181,"sku":"NP9781118134665","price":24.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118134665.jpg?v=1761787334","url":"https:\/\/k12savings.com\/es\/products\/the-power-of-unpopular-isbn-9781118134665","provider":"K12savings","version":"1.0","type":"link"}