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| 作者简介： MAXINE CLARK is the founder, Chairman, and Chief Executive Bear of Build-A-Bear Workshop®. A veteran of the retail industry, she has been widely recognized for her innovative work and is regularly featured in the media. Clark spent twenty years with The May Department Stores Company and later served as president of Payless ShoeSource, which she turned into the number one seller of children's licensed footwear in the world. Since 1997, Clark has focused her attention on Build-A-Bear Workshop, a retail store that lets customers create their own stuffed companions. The first store opened in 1997, and there are¿now more than 200 locations around the world. |
| Introduction PART ONE: GETTING STARTD Dream the Dream Supreme Let a Child Inspire You Do What You Love Beware of Conventional Wisdom Pour Your Heart Into It Envision the Core User Imagine Your Company from the Inside Out It’s All in the Details Develop Strong Partnerships Be Financially Secure Put Your Plans in Writing Make Investors Come to You PART TWO: BEING A GREAT BOSS Show a Willingness to Do Any Job Seek and Find Those Who Share Your Passion Create a Fun Place to Work Celebrate Mistakes with a Red Pencil Award Respect Those Around You Empower Your Employees to Contribute Know What You Don’t Know Seek the Help of Outside Experts Keep Score Read, Act, and Share PART THREE: CONNECTING WITH YOUR COMPUTER See Yourself Through the Public’s Eyes Learn from Your Customers Build an Advisory Board Bring Out the Child in Everyone Spending More Creates More Value Don’t Cater to All Audiences Ensure That Each Person Feels Special Answer Customer Letters PART FOUR: CREATING AN INCREDIBLE EXPERIENCE Make First Impressions Last Turn Every Day into a Holiday Emulate the Five Pillars of Success Keep Inventory in Check Pay Attention to Packaging Offer an Escape from the Ordinary PART FIVE: USING ESSENTIAL MARKETING STRATEGIES Be a Great Brand The Best Advertising Is Free Target Your Pitches Respond to the Media Advertise Smart Create Buzz Use the Web Wisely Embrace Viral Marketing PART SIX: GROWING YOUR BUSINESS 1 + 1 = 10 Live in the Now and the Future Learn from the Experiences of Others Grow Without Compromise Be Prepared for the Unimaginable Innovate Incessantly Speak in All Languages Turn “No” into Your Own “Yes” The Harder You Work, the Luckier You Get Five Questions That Will Help Propel Your Business PART SEVEN: GIVING BACK Good Works Are Good Business Begin in Your Own Backyard Share and Share Alike Bearisms to Live and Work By Acknowledgments About the Authors Index |
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