English Research

Smart and accessible, The 22 Immutable Laws of Branding is the definitive text on branding, pairing anecdotes about some of the best brands in the world, like Rolex, Volvo, and Heineken, with the signature savvy of marketing gurus Al and Laura Ries. Combining The 22 Immutable Laws of Branding and The 11 Immutable Laws of Internet Branding, this book proclaims that the only way to stand out in today’s marketplace is to build your product or service into a brand - and provides the step-by-step instructions you need to do so.

Robert McKee's popular writing workshops have earned him an international reputation. The list of alumni with Academy Awards and Emmy Awards runs off the page. The cornerstone of his program is his singular book, Story, which has defined how we talk about the art of story creation. Now in Storynomics, McKee partners with digital marketing expert and Skyword CEO Tom Gerace to map a path for brands seeking to navigate the rapid decline of interrupt advertising.

Spread through the public in the form of popular stories, ideas can go viral and move markets - whether it's the belief that tech stocks can only go up or that housing prices never fall. Whether true or false, stories like these - transmitted by word of mouth, by the news media, and increasingly by social media - drive the economy by driving our decisions about how and where to invest, how much to spend and save, and more. But despite the obvious importance of such stories, most economists have paid little attention to them. Narrative Economics sets out to change that.

Shocking cases of abusive medical research and the whistleblowers who spoke out against them, sometimes at the expense of their careers. The Occasional Human Sacrifice is an intellectual inquiry into the moral struggle that whistleblowers face and why it is not the kind of struggle that most people imagine.

Hi, I’m Wes Bush, founder of the Product-Led Institute. And in Product-Led Growth, I show you how you can cut your acquisition costs and scale further than you ever thought possible...by making your product the tool that helps you acquire, convert, and retain customers. But what does it mean to be "product-led"? How do you know if a product-led growth strategy makes sense for your business? And most importantly, how do you execute it? You’ll find answers to all of these questions inside this audiobook.

Why do some products capture our attention, while others flop? What makes us engage with certain products out of habit? Is there a pattern underlying how technologies hook us? This audiobook introduces listeners to the "Hooked Model", a four-step process companies use to build customer habits. Through consecutive cycles through the hook, successful products reach their ultimate goal of bringing users back repeatedly - without depending on costly advertising or aggressive messaging.

In a ranch south of Texas, the man known as The Executioner dumps 500 body parts in metal barrels. In Brazil's biggest city, a mysterious prisoner orders hit men to gun down 41 police officers and prison guards in two days. In Southern Mexico a meth maker is venerated as a saint while enforcing Old Testament justice on his enemies. A new kind of criminal kingpin has arisen: part CEO, part terrorist, and part rock star, unleashing guerrilla attacks, strong-arming governments, and taking over much of the world's trade in narcotics, guns, and humans.

What is it that made Starbucks an overnight sensation and separated it from other coffee house companies? Why do many products with great product innovation, perfect locations, terrific customer experiences, even breakthrough advertising, fail to get the same visceral traction in the marketplace as brands like Apple and Nike?

Writing advice tends to be full of "rules" and "tips" which are either too broad to be helpful or outright wrong. In On Writing and Worldbuilding, we will discuss specific and applicable ideas to consider, from effective methods of delivering exposition and foreshadowing, to how communication, commerce, and control play into the fall of an empire.

Explanation - conveying meaning - is an art. And the BBC presenter and journalist Ros Atkins, creator of the viral 'Ros Atkins on...' explainer videos, is something of a master of the form. In this book, Ros shares the secrets he has learned from years of working in high-pressure newsrooms, identifying the ten elements of a good explanation and the seven steps you need to take to express yourself as persuasively and accurately as possible.

This completely revised second edition pulls from years of research, practice, and results to reanalyze and reevaluate the nine instructional strategies that have the most positive effects on teaching and learning. A new framework organizes the nine instructional strategies that have the most positive effects on teaching and learning in preparation for instructional planning, and it highlights the point that all of the strategies are effective and should be used to complement one another.

Todd Rogers and Jessica Lasky-Fink offer the most valuable practical writing advice today. Building on their own research in behavioral science, they outline cognitive facts about how people actually read and distill them into six principles that will transform the power of your writing. Including many real-world examples, a checklist and other tools, this guide will make you a more successful and productive communicator. Rogers and Lasky-Fink bring Strunk and White’s core ideas into the twenty-first century’s attention marketplace.

What good will it do to skillfully craft a written argument if you lose your audience? Simple emails, formal reports, blogs, presentations, articles—they need punch to gain influence. Clear structure and logic alone won’t do. To engage readers, you need to make mentally stimulating choices in language—choices that electrify your readers’ mental hotspots. Veteran journalist Bill Birchard reveals the secret of making that happen. He blends the findings from a global cadre of psychologists and neuroscientists with lessons from his long, successful career as a professional writer.

In this endlessly fascinating book, New Yorker columnist James Surowiecki explores a deceptively simple idea that has profound implications: large groups of people are smarter than an elite few, no matter how brilliant. Groups are better at solving problems, fostering innovation, coming to wise decisions, even predicting the future.

Theme—the mysterious cousin of plot and character. Too often viewed as abstract rather than actionable, theme is frequently misunderstood and left to chance. Some writers even insist theme should not be purposefully implemented. This is unfortunate, because in many ways theme is story. Theme is the heart, the meaning, the point. Nothing that important should be overlooked. Powerful themes are never incidental. They emerge from the conjunction of strong plots and resonant character arcs.

Stephen Fry believes that if you can speak and read English, you can write poetry. But it is no fun if you don't know where to start or have been led to believe that anything goes. Stephen, who has long written poems, and indeed has written long poems, for his own private pleasure, invites you to discover the incomparable delights of metre, rhyme and verse forms.

In this engaging book, the internationally best-selling author and famously private writer Haruki Murakami shares with listeners his thoughts on the role of the novel in our society; his own origins as a writer; and his musings on the sparks of creativity that inspire other writers, artists, and musicians.

Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It's more influential than advertising and far more effective. Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

Written in the trenches of helping hundreds of B2B SaaS businesses, The Pricing Roadmap will help you pour gasoline on the fire of your pricing. Ditch the guesswork with this step-by-step guide to designing SaaS pricing that grows your business—whether you’re a startup, prerevenue venture, or an established market leader.

There's a mantra real writers know but wannabe writers don’t. And the secret phrase is this: "Nobody wants to read your shit." Recognizing this painful truth is the first step in the writer's transformation from amateur to professional.