2 Put the Seeker at the Center

Chapters in this book

1. Frontmatter i
2. CONTENTS v
3. Introduction: Embrace the Winning Formula vii
4. 1 Break Online/Offline Boundaries 1
5. 2 Put the Seeker at the Center 8
6. 3 Swap Customers for Seekers 21
7. 4 Harness the Three As 36
8. 5 Build Your Digital Dreams; Don’t Buy Them 60
9. 6 Design for Disaster 76
10. 7 Recast Your Team to Ship 95
11. 8 Create Your Money-Making Architecture 118
12. 9 The Winning B2B Experience 138
13. 10 Max Out the R₀ 155
14. Acknowledgments 171
15. Index 173