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Berrett–KoehlerPublishersFall 2019 CatalogBK LifeBK CurrentsBK BusinessBK ProfessionalConnecting people and ideasto create a world that works for all
Connecting People and Ideas toCreate a World That Works for AllNew Titles for Fall 2019The Outward Mindset, 2nd Edition1The Hidden History of the Supreme Courtand the Betrayal of America2Powerarchy37 Rules for Positive, Productive Change4Leadership in Higher Education5Outward Bound Lessons to Live a Life of Leadership6Navigating the Impossible7Customer-Driven Disruption8Hello, My Name is Awesome, 2nd Edition9The Ethical Sellout10Building Better Ideas11Everyday Project Management12There’s No Such Thing as an IT Project13Creating an Environment for Successful Projects, 3rd Edition14Project Decisions, 2nd Edition15The Influential Project Manager16On the cover: Our cover features the three books so far in our Thom Hartmann Hidden Historyseries. The Hidden History books break down the biggest obstacles of today, placing them inhistoric context and providing real, tangible calls to action both for individuals and society atlarge. Thom is the New York Times bestselling author of thirty books, and America’s #1 progressive radio host. The Hidden History of Guns and the Second Amendment was published inJune of 2019. See page 2 for a description of The Hidden History of the Supreme Court and theBetrayal of America. The Hidden History of the War on Voting comes out in February of 2020.Berrett-Koehler is both a B Corporation and a California Benefit Corporation—a certification anda for-profit legal status that require us to meet rigorous standards of social and environmentalperformance, accountability, and transparency.
BK LifeThe Arbinger InstituteThe Outward MindsetHow to Change Lives and Transform Organizations,Second EditionThe new edition of an international bestseller helps individuals and organizationsshift to a new mindset that will improve performance, spark collaboration, accel‑erate innovation, and make your life and the lives of everyone around you better.Without even being aware of it, many of us operate from an inward mindset,a single-minded focus on our own goals and objectives. This book points out themany ways, some quite subtle and deceptive, that this mindset invites tensionand conflict. But incredible things happen when people switch to an outwardmindset. They intuitively understand what coworkers, colleagues, family, andfriends need to be successful and happy. Their organizations thrive, and aston‑ishingly, by focusing on others they become happier and more successful them‑selves! This new mindset brings about deep and far-reaching changes.The Outward Mindset presents compelling true stories to illustrate the gaps thatindividuals and organizations typically experience between their actual inwardmindsets and their needed outward mindsets. And it provides simple yet pro‑found guidance and tools to help bridge this mindset gap. This new edition in‑cludes a new preface, updated case studies, and new material covering Arbinger’slatest research on mindsets. In the long run, changing negative behavior withoutchanging one’s mindset doesn’t last—the old behaviors always reassert themselves.But changing the mindset that causes the behavior changes everything.The Arbinger Institute is a worldwide organization that provides training, consult‑ing, coaching, and implementation tools that move individuals, teams, and organi‑zations from the default self-focus, an inward mindset, to the results focus of anoutward mindset. Its programs and methodology are based on forty-five years ofresearch in the psychology of human behavior and motivation and more thanthirty-five years of experience working with organizations worldwide.ContentsPart I: Something New1. A Different Approach2. What Drives Performance3. Isolated or Together?4. Two Mindsets5. Seeing TruthfullyPart II: Turning Mindset Inward6. Getting out of Our Own Way7. The Lure of Inwardness8. The Outward Mindset Solution9. The Outward-Mindset Pattern10. Applying the Outward-Mindset Pattern11. Don’t Wait on OthersPart III: Turning Teams and OrganizationsInward12. Start with Mindset13. Mobilize around a Collective Goal14. Allow People to Be Fully Responsible15. Shrink Distinctions16. Turn Systems Outward17. Implement a Game Plan18. The Road AheadList of Stories New edition of a bestseller: The firstedition of The Outward Mindset hassold over 200,000 copies in Englishsince its publication a little over twoyears ago. Gets at the roots: Rather than tryingto simply change self-sabotaging be‑havior in individuals and organizations,The Outward Mindset goes deeper,showing how to transform the mindsetthat causes this behavior.Publication date: September 2019 17.95, paperback208 pages, 5½" x 8½"ISBN 978-1-5230-8730-3PDF ebook ISBN 978-1-5230-8731-0ePub ebook ISBN 978-1-5230-8732-7Digital audio ISBN 978-1-5230-8734-1Business/Personal DevelopmentRights: worldU.S. Orders (800) 929-2929 1
BK CurrentsThom HartmannThe Hidden History ofthe Supreme Court andthe Betrayal of AmericaThom Hartmann, the most popular progressive radio host in America and a NewYork Times bestselling author, explains how the Supreme Court has spilled beyondits constitutional powers and how we the people can take our power back.What if the Supreme Court didn’t have the power to strike down laws? ThomHartmann says that, according to the Constitution, it doesn’t. From the founding ofthe republic until 1803, the Supreme Court was simply the final court of appeals,as it was always meant to be. He lays out the history of the court, from AlexanderHamilton’s defense to modern-day debates, with key examples of cases where itoverstepped its constitutional powers. The ultimate remedy to the Supreme Court’sabuse of power is with the people—the ultimate arbiter of the law—using the ballotbox. America does not belong to the kings and queens of the court; it belongs tothe people. Hot topic: The Supreme Court hasbecome deeply politicized and as aresult was a major issue in the 2016election and is an even more signifi‑cant issue in the 2020 elections. Deep background, solid solutions:Hartmann gives both an in-depth,historically based analysis of theproblem and offers visionary butachievable solutions.Publication date: October 2019 15.00, paperback192 pages, 5" x 7"ISBN 978-1-5230-8594-1PDF ebook 978-1-5230-8596-5ePub ebook ISBN 978-1-5230-8597-2Digital audio ISBN 978-1-5230-8595-8Current AffairsRights: world2 Berrett-Koehler PublishersThom Hartmann is a progressive national and internationallysyndicated talk show host. Talkers Magazine named himAmerica's #1 most important progressive host and the hostof one of the top 10 talk radio shows in the country every yearfor over a decade. A four-time recipient of the Project CensoredAward, Hartmann is also a New York Times bestselling authorof thirty books, translated into multiple languages.Contents (Partial)Introduction: A Rebellion against theMonarchyA Suicide PactCorporate America Seizes the CourtPart One: The Hidden History of JudicialReviewThe Founders’ VisionThe Power GrabJefferson: “The People Themselves”Who Decides What the Constitution Means?The Powell Memo and the CourtPartisan Politics in “Original Intent”The Corruption of the Court ItselfFossil Fuels Seize the CourtRight-Wing Takeover and Corporate HandoutsThe Constitution Protects Property and ItsOwnersThe Constitution Protects Killers and SlaveOwnersThe Constitution Prefers Property Rightsto Human RightsPart Two: The Hidden History of the Peopleand the CourtHaymarket and Allgeyer: The Public Turnsagainst Labor and the Court FollowsThe Great Depression: The Public EmbracesLabor and the Supreme Court FollowsFDR Tries to Pack the Supreme CourtThe Court Devastates Union Rights“Separate but Equal”: Created by the Court,Ended through Popular StruggleBrown: The Supreme Court Overrules ItselfHow Roe Empowered the RightA New Hurdle to Climate JusticeHow Communities Fight BackHow Ideologues and Partisans Seized theCourt: From Nixon to TrumpIf We’d Had Clean ElectionsPart Three: To Save the Planet, Democratizeand Modernize the Supreme CourtRegulating the Number of Justices onthe CourtTerm LimitsThe Constitutional Amendment Remedy foran Out-of-Control CourtThe Last Resort: Strip the CourtsThe Roberts Plan to Strip the CourtsA Planetary EmergencyTaking Democracy Back from the Court
BK CurrentsMelanie Joy, PhDPowerarchyUnderstanding the Psychology of Oppressionfor Social TransformationHarvard-educated psychologist and bestselling author Melanie Joy exposes thepsychology that underlies all forms of oppression and abuse and the belief systemthat gives rise to this psychology—which she calls powerarchy.Melanie Joy had long been curious as to why people who were opposed to oneor more forms of oppression—such as racism, sexism, speciesism, and so forth—often stayed mired in many others. She also wondered why people who wereworking toward social justice sometimes engaged in interpersonal dynamics thatwere unjust. Or why people who valued freedom and democracy might neverthe‑less vote and act against these values. Where was the disconnect?In this thought-provoking analysis, Joy explains how we’ve all been deeply con‑ditioned by the invisible system of powerarchy to believe in a hierarchy of moralworth—to view some individuals and groups as either more or less worthy ofmoral consideration—and to treat them accordingly.Powerarchy conditions us to engage in power dynamics that violate integrity andharm dignity, and it creates unjust power imbalances among social groups andbetween individuals. Joy describes how powerarchies—both social and interper‑sonal—perpetuate themselves through cognitive distortions, such as denial andjustification, narratives that reinforce the belief in a hierarchy of moral worth,and privileges that are granted to some and not others. She also provides toolsfor transformation.By illuminating powerarchy and the psychology it creates, Joy helps us to workmore fully toward transformation for ourselves, others, and our world.Melanie Joy, PhD, is a psychologist, international speaker,NGO director, and organizational and relationship coach. Joytaught courses on psychology and social change at the Uni‑versity of Massachusetts Boston for over a decade, and shehas been featured in media outlets around the world, includingthe BBC, NPR, and ABC Australia. She has received numerousawards, including the Ahimsa Award, previously given to theDalai Lama and Nelson Mandela. She is the author of the award-winning WhyWe Love Dogs, Eat Pigs, and Wear Cows.Contents1. Oppression: A Relational Dysfunction2. The Process of Power3. Systems of Power4. Distortions and Power5. Narratives of Power6. The Power of Privilege7. Transforming Power8. Beyond Oppression A major contribution: Joy’s bookoffers a new, psychological approachto understanding the commonaltiesamong all forms of oppression andabuse. Powerful and unifying: The currentprogressive political climate is highlyfocused on issues of power and op‑pression—this book offers a way tobring everyone challenging differentforms of oppression together.Publication date: September 2019 24.95, hardcover208 pages, 5½" x 8½"ISBN 978-1-5230-8666-5PDF ebook ISBN 978-1-5230-8667-2ePub ebook ISBN 978-1-5230-8668-9Digital audio ISBN 978-1-5230-8670-2Political/Social JusticeRights: worldU.S. Orders (800) 929-2929 3
BK BusinessEsther Derby7 Rules for Positive,Productive ChangeMicro Shifts, Macro ResultsChange is difficult but essential—Esther Derby offers seven guidelines for changeby attraction, an approach that draws people into the process so that instead ofresisting change, they embrace it.Even if you don’t have change management in your job description, your job involveschange. Change is a given as modern organizations respond to market and technology advances, make improvements, and evolve practices to meet new challenges.These are not simple issues with one right answer. Responding in complex environments requires trial and error, learning and unlearning.Rather than creating more rigorous preconceived plans or imposing change by decree,organizational change expert Esther Derby offers change by attraction, an agile ap‑proach that engages, empowers, and attracts people to create and own a new way.She presents a set of seven heuristics—guides to problem-solving—that empowerpeople to achieve outcomes within broad constraints using their personal ingenuityand creativity. Expert author: Esther Derby is arecognized thought leader and pio‑neer in her field, with over 60,000books sold. Addresses a universal problem:Resistance to change is a significantproblem for every type of organization—this book offers an innovativeand proven solution.Publication date: August 2019 26.95, paperback192 pages, 6" x 9"ISBN 978-1-5230-8579-8PDF ebook ISBN 978-1-5230-8580-4ePub ebook ISBN 978-1-5230-8581-1Digital audio ISBN 978-1-5230-8583-5BusinessRights: world4 Berrett-Koehler PublishersWhen you work by attraction, you give space and support for people to feel the lossthat comes with change and help them see what is valuable about the future youpropose. Resistance fades because people feel there is nothing to push against—only something they want to move toward. Derby’s approach clears the fog to pro‑vide a new way forward that honors people and creates safety for change.Esther draws on four decades of leading, observing, and living through organizationalchange, combining a deep knowledge of complex adaptive systems with an attentionto people.Esther Derby is the founder of Esther Derby Associates, Inc.,working with clients ranging from Fortune 500 companies tostart-ups. She also teaches workshops around the world, sup‑porting leaders to amplify empowerment, engage their organiza‑tions in joint problem solving, and evolve their systems towardbetter results. She is one of the founders of Scrum Alliance andthe AYE Conference and a former board director for the AgileAlliance. She is the coauthor of three books and has written over one hundredarticles.Contents1. Change by Attraction2. Strive for Congruence3. Honor the Past, Present, and People4. Assess What Is5. Attend to Networks6. Experiment7. Guide, and Allow for Variation8. Use Your Self
BK ProfessionalJames M. Kouzes and Barry Z. PosnerLeadership inHigher EducationPractices That Make a DifferenceThe authors of the classic bestseller The Leadership Challenge bring theirexpertise to higher education, offering five practices that can make any collegeor university leader into an exemplary leader.Drawing on the same pioneering research that formed the foundation of theirclassic bestseller The Leadership Challenge (over 2.7 million copies sold), JamesKouzes and Barry Posner offer a set of leadership skills and practices that willmake a significant difference in every area of higher education—faculty, adminis‑tration, library services, career counseling, auxiliary services, campus safety, andmore. It’s about the behaviors that leaders, regardless of their position, use totransform values into actions, visions into realities, obstacles into innovations,segments into solidarity, and risks into rewards.Kouzes and Posner tell the leadership story from the inside and move outward,describing it first as a personal journey and then as mobilizing others to want todo things they have never done before. The Five Practices of Exemplary Leader‑ship is the operating system for this adventure. Leadership in Higher Educationexplains the fundamental principles that support these practices and providescase examples of people in higher education who demonstrate each one.A core theme that weaves its way through all the chapters is that, whether it’sone to one or one to many, leadership is a relationship between those who aspireto lead and those who choose to follow. We need leaders who can unite us andignite us. This book lights the way.James M. Kouzes is the Dean’s ExecutiveFellow of Leadership and Barry Z. Posneris the Accolti Endowed Professor of Leader‑ship at the Leavey School of Business, SantaClara University. They are the coauthors ofthe award-winning and bestselling book TheLeadership Challenge and more than a dozenother leadership books. Kouzes founded theCenter for Human Services Development at San José State University and directedthe Executive Development Center at Santa Clara University. Posner has been asso‑ciate dean for graduate programs, managing partner for executive education, anddean for twelve years.Contents1. Leadership Is a Relationship2. Model the Way3. Inspire a Shared Vision4. Challenge the Process5. Enable Others to Act6. Encourage the Heart7. Leadership Is Everyone’s Business Bestselling authors: The LeadershipChallenge has sold over 2.7 millioncopies in six editions and been trans‑lated into over twenty-two languages. Higher education insiders: Longtimeprofessors as well as business consul‑tants, Kouzes and Posner have overfifty years of experience in higher ed‑ucation administration.Publication date: September 2019 29.95, hardcover208 pages, 6 1/8" x 9 1/4"ISBN 978-1-5230-8700-6PDF ebook ISBN 978-1-5230-8701-3ePub ebook ISBN 978-1-5230-8702-0Digital audio ISBN 978-1-5230-8704-4Business/EducationRights: worldU.S. Orders (800) 929-2929 5
BK BusinessMark Michaux BrownOutward Bound Lessonsto Live a Life of LeadershipTo Serve, to Strive, and Not to YieldThis is the first book to describe in detail the principles of Outward Bound, toldthrough the stories of former instructors and graduates who show how to applythem to create healthier, more effective teams, organizations, and communities.For nearly six decades Outward Bound USA’s education programs have shaped thelives of tens of thousands of participants. Strangers are put in an unfamiliar andunpredictable setting, where to succeed they must develop a sense of teamwork,resilience, self-confidence, and a focus on the greater good. But, Mark Brown asks,isn’t the modern world just as unpredictable and challenging as any mountain ordesert? He shows how the same principles that bind people together in the naturalworld work just as well in cities, companies, and communities.This book explores the concept of Expeditionary Leadership through the stories ofpeople such as third-generation business steward Laura Kohler, the Home Depotcofounder Arthur Blank, and former United States Senator Mark Udall, whose liveswere touched by Outward Bound and who then went on to make a positive difference in the world. They show how each of us can, in our own way, use the OutwardBound philosophy to bravely face the wild unknowns in our daily lives. Published in association withOutward Bound USA: OutwardBound pioneered the idea of out‑door education seventy-eight yearsago—this is the first book to takea deep dive into the philosophybehind its renowned programs. Filled with entertaining stories:Brown uses enlightening and in‑spiring stories from Outward Boundgraduates to show how lessonslearned in the wilderness haveenriched their professional andpersonal lives.Publication date: October 2019 18.95, paperback240 pages, 6" x 9"ISBN 978-1-5230-9830-9PDF ebook ISBN 978-1-5230-9831-6ePub ebook ISBN 978-1-5230-9832-3Digital audio ISBN 978-1-5230-9834-7BusinessRights: world6 Berrett-Koehler PublishersFrom training the first Peace Corps volunteers to partnering with thousands of edu‑cational institutions and corporations, Outward Bound has helped build the selfconfidence and character of participants who have gone on to live richer, morefulfilling, and successful lives. Outward Bound internationally operates in thirty-threecountries and impacts nearly a quarter of a million people annually.Mark Michaux Brown worked for twenty-two years as a field in‑structor and program manager for Outward Bound, where hehelped design some of the first Leadership Development Pro‑grams used by hundreds of companies as diverse as the HomeDepot and Cox Enterprises. He spent more than seven years onthe leadership team of a New England company using Expedi‑tionary Leadership principles to transform its culture. He cur‑rently works as a master organizational coach and consultant.ContentsIntroduction: The Modern World Needs aNew Model for Change1. From the Wilderness to the WorkplaceSection I: To Serve2. To Serve Others3. To Serve a Higher Calling4. To Serve a Community5. To Serve the Learning ExperienceSection II: To Strive6. To Strive through Uncertainty7. To Strive in Adversity8. To Strive for Your ValuesSection III: Not to Yield9. Not Yielding to Uncertainty10. Not Yielding to What’s Easy11. Not Yielding to DoubtConclusion: What Do These Keys Unlock?
BK BusinessJason CaldwellNavigating the ImpossibleBuild Extraordinary Teams and Shatter ExpectationsWorld-record endurance athlete and professional leadership coach Jason Caldwelldraws on his amazing experiences to show how anyone can build and lead teamsthat accomplish incredible things.Thirty-five days, 14 hours, and 3 minutes. That’s how long it took Jason Caldwelland the crew of the American Spirit to row 3,000 miles across the Atlantic Oceanduring the 2016 Talisker Whiskey Atlantic Challenge—or, as it’s known to thosewho attempt it, “The World’s Toughest Row.” They not only succeeded but set aworld record.This was an extraordinary team effort. And that’s what this book is about. Caldwelltransfers the hard-won lessons of his transatlantic adventure out of the ocean andinto your office, showing how to build and lead teams that do what others saycannot be done and sustain that level of performance.The thrilling details of Caldwell’s quest to break the world’s record deliver a “justone-more-page” experience, during which you’ll also learn lessons like How to quit like a winner Why results aren’t the measure of a high-performance team What four questions you should ask yourself before you set any goal How to harness the power of emotion-first leadership Why the best people aren’t necessarily the right people for your teamThis book is a distillation of Caldwell’s worldwide speaking programs deliveredto packed crowds at Fortune 500 companies and universities worldwide. It isthe answer to a question he is constantly asked: How were you and your teamsable to accomplish such seemingly impossible goals? And it’s also a guidebookthat can teach anyone how to do the same.Jason Caldwell is the founder of Latitude 35, a leadershiptraining firm that operates around the world. He is also anadventure racer who currently holds over a dozen world rec‑ords across five continents. He has worked with companiessuch as Nike, Booking.com, and Santander Bank and has of‑fered programs at institutions of higher education includingColumbia Business School, the Wharton School, and the HaasSchool of Business at the University of California, Berkeley.ContentsIntroductionQuit Like a WinnerLead By EmotionWin Before You RaceGathering PointsFour QuestionsBeyond MotivationCelebrate ConnectionEat BreakfastMultiply the MultipliersEighty-Mile DaysEpilogue Extraordinary author: Jason Caldwellhas built teams that had to succeedin literally life-threatening situations—but the underlying principles are thesame whether you are trying to sur‑vive in the middle of the ocean ormake your quarterly sales quotas. Irresistible read: Filled with twists,turns, and surprises, the story ofCaldwell and his team breaking theworld record makes this an unusu‑ally compelling business book.Publication date: October 2019 19.95, paperback168 pages, 5½" x 8½"ISBN 978-1-5230-8671-9PDF ebook ISBN 978-1-5230-8672-6ePub ebook ISBN 978-1-5230-8673-3Digital audio ISBN 978-1-5230-8675-7BusinessRights: worldU.S. Orders (800) 929-2929 7
BK BusinessSuman SarkarCustomer-Driven DisruptionFive Strategies to Stay Ahead of the CurveBusinesses worry about new technologies, but customers are the ultimate disruptors—Suman Sarkar offers bold strategies for making sure you understand yourcustomers and keep up with their ever-changing needs.Disruption—the brutal roiling of markets, the decline of long-established brandsand products, and the rise of new upstarts—drives business failure and success.Most people think technology causes disruption, but technology merely enables it.Changing customer needs cause disruptions, and too many businesses get caughtunaware.Practical solution to a constant problem: Every business leaderknows fulfilling customer wants andneeds is important, but knowingand doing are two different things—this book offers five keys to doing. Proven with leading companies:This book is based on the author’swork with Fortune 100 companiessuch as Amgen, P&G, and Boeing.Publication date: September 2019 24.95, hardcover192 pages, 6" x 9"ISBN 978-1-5230-9975-7PDF ebook ISBN 978-1-5230-9976-4ePub ebook ISBN 978-1-5230-9977-1Digital audio ISBN 978-1-5230-9979-5BusinessRights: world8 Berrett-Koehler PublishersSuman Sarkar offers proven strategies that will enable any business to stay radi‑cally close to its customers and address their evolving needs. He argues that bus‑inesses need to focus on existing customers first—research shows they’re likely tospend more and are more profitable than new customers. Personalization is becoming important for the newer generations in both developed and developing markets,so Sarkar describes approaches to make them cost-effective. In our era of instantgratification, customers want what they want now—Sarkar explains how you candevelop and deliver products and services faster than ever. And since a few badYelp reviews, social media posts, or angry tweets from customers can ruin you,Sarkar shows how to proactively make sure the quality of your products and serv‑ices stays better than that of your competitors.The key to survival in this era of changing customer needs is to focus on and ad‑dress them quickly so customers don’t switch to the competition. Drawing on hisexperiences with leading companies worldwide, Sarkar offers five strategies andtechniques that will keep you ahead of the curve.Suman Sarkar is a partner with Three S Consulting, located inSan Francisco. He has worked with clients in financial services,pharmaceuticals, technology, consumer goods, retail, outsourc‑ing, and government. Before launching his consulting practice,he was a management consultant at A.T. Kearney and worked atProcter & Gamble. He holds a master’s in industrial engineeringfrom NITIE, Mumbai, India, and an MBA from UCLA in strategyand finance. He is the author of The Supply Chain Revolution.Contents1. Customers Drive Disruption2. Customer-Focused StrategiesNeeded to Avoid Disruption3. Customer Focus Strategy 1:Win with Current Customersbefore Chasing After New4. Customer Focus Strategy 2:Personalization Is Not a Luxury5. Customer Focus Strategy 3:Customers Won’t Wait6. Customer Focus Strategy 4:Good Enough Is No LongerGood Enough7. Customer Focus Strategy 5:Disregard Strategies 1–4Conclusion: Choosing and Implementingthe StrategiesAppendix: Disruption Assessment
BK BusinessAlexandra WatkinsHello My Name Is AwesomeHow to Create Brand Names That Stick, Second EditionThe ultimate guide to naming your product or business has been updated through‑out with twice as many resources as before, new stories (of both hits and flops),and an entirely new chapter on the power of names in the workplace.Too many new companies and products have names that look like the results of adrunken Scrabble game (Xobni, Svbtle, Doostang). In this entertaining and engag‑ing book, ace-naming consultant Alexandra Watkins explains how anyone—evennoncreative types—can create memorable and effective brand names. No degreein linguistics required.The heart of the book is Watkins's proven SMILE and SCRATCH Test. A greatname makes you SMILE because it is Suggestive—evokes something about yourbrand; is Memorable—makes an association with the familiar; uses Imagery—aids memory through evocative visuals; has Legs—lends itself to a theme forextended mileage; and is Emotional—moves people.A bad name, on the other hand, makes you SCRATCH your head because itis Spelling challenged—looks like a typo; is a Copycat—similar to competitors’names; is Restrictive—limits future growth; is Annoying—seems forced and frus‑trates customers; is Tame—feels flat, merely descriptive, and uninspired; suffersfrom the Curse of Knowledge—speaks only to insiders; and is Hard to pronounce—confuses and distances customers.This 50 percent–new second edition has double the number of brainstormingtools and techniques, even more secrets and strategies to nab an available domainname, a brand-new chapter on how companies are using creative names aroundthe office to add personality to everything from cafeterias to conference rooms,and much more.Alexandra Watkins is the founder of Eat My Words, a nation‑ally recognized naming firm featured multiple times in the WallStreet Journal and Inc. Her clients include Disney, Microsoft,Wrigley, Turner networks, and Fujitsu. Watkins is a popularspeaker and frequently presents to MBA programs at Stanfordand other universities. Prior to creating Eat My Words, Watkinsworked as a copywriter for leading advertising agencies, includ‑ing Ogilvy.ContentsWhat’s New, Pussycat?1. SMILE: The 5 Qualities of a Super-Sticky Name2. SCRATCH: The 7 Deal Breakers3. Domain Names: Secrets, Strategies, and Silliness4. The Creative Brief: Your Brand Name Road Map5. Brainstorming: How to Be an Idea Machine6. Corporate Creativity: The Power of Names in the Workplace7. Name Changes: Pros and Cons8. Name Review: Guardrails for Groups Constant demand: Every year, 6million companies and over 100,000retail products are launched. They allneed names, and a bad name cansink a product. Simple, clever, and effective—indeed,proven: Watkins's acronymic modelfor evaluating a potential name, theSMILE and SCRATCH Test, is funnyand memorable (like a good name)and has been used by hundreds ofclients in a wide range of industries.
The Outward Mindset goes deeper, showing how to transform the mindset that causes this behavior. Publication date: September 2019 17.95, paperback 208 pages, 5½" x 8½" ISBN 978-1-5230-8730-3 PDF ebook ISBN 978-1-5230-8731-0 ePub ebook ISBN 978-1-5230-8732-7 Digital audio ISBN 978-
