Half Title -- Title -- Copyright -- Content -- Preface -- About the Author -- Introduction -- Acknowledgments -- Section I -- Chapter 1 - Understand Your Audience -- Insights Only Appear When You're Looking for Them -- Don't Be a Segway -- Research without Insight Is Wasted -- Don't Confuse Customer Research with Science . -- Why Focus Groups Fail and an Easier Alternative . -- The Right and Wrong Way to Do Audience Personas -- Mapping the Consumer Journey -- The Awareness Phase . -- The Consideration Phase -- The Decision Phase -- Marketing Isn't About Selling to Customers. It's About Loving and Delighting Them . -- References -- Chapter 2 - Brand Strategy -- What Is a Brand? -- Identifying Opportunities for Differentiation -- Questions to Ask When Thinking About Competitors . -- Sample Brand Positioning for Import Luxury Cars . -- Don't Emulate the Market Leader . -- Authenticity Is Important -- Find and Cultivate a Tribe of People with Similar Worldviews -- Take a Stand and Have a Point of View -- Look toward the Past . -- Purposely Break Industry Conventions -- B2B Doesn't Have to Be Boring -- Strong Brand = Strong Impact . -- References -- Chapter 3 - The Process of Ideation and Concepting -- The Ideation Process -- It Starts with Clearly Defining the Objective . -- Give Yourself Time for Research and Inspiration . -- Creativity Is a Numbers Game -- Why I Avoid Group Brainstorming -- The Value of Letting Things Settle -- Narrowing Down Your Ideas . -- Pick Your Top Three and Create Concept Boards . -- The Golden Rules of Giving Feedback -- Listen Carefully, and Ask Questions . -- Start with the Nice . -- Make It Actionable -- Be Completely Honest and Don't Pull Punches -- References -- Chapter 4 - The Elements of Great Design -- What Is Great Design? . -- Great Design Is Intuitive . -- Great Design Is Aesthetically Pleasing