"In a business environment where everything looks the same to the consumer, Phil Fragasso helps his clients rise above the competition. His innovative methods and thought–provoking ideas helped our sales force seriously consider ways they might differentiate themselves from the crowd."
Todd Clarke, President, CLS Investment Firm
"Phil Fragasso is a marketing leader with a track record of success demonstrating that good sales and marketing ideas can also be fun. He has a history of introducing breakthrough marketing techniques applicable to companies of all sizes. Phil′s approach to marketing has always been creative, effective, and irreverent but never irrelevant."
Charles Salmans, Principal, Global Public Relations, Mercer
"Effective marketing is less about what you do and more about how you think. Phil′s book provides a strong foundation to build a marketing mindset that will help set you apart from the competition."
Karen Kaplan, President, Hill Holliday
"Phil′s years of experience in marketing are evident in this incredibly comprehensive, easy–to–use guide for marketing practitioners at all levels."
Christy White, Principal, Cogent Research, LLC
"Old–school marketing still reigns supreme except in the minds of a small number of innovative marketers like Phil Fragasso. Phil has an innate ability to put himself in the place of the customer and drive marketing programs that engage and inspire."
Tom Asacker, author of Sandbox Wisdom and A Clear Eye for Branding
"Marketing for Rainmakers offers a brilliant and long–needed compilation of good old–fashioned common sense, coupled with Phil′s penetrating insight masterfully placed in one entertaining and informative narrative. What a gift; what an opportunity!"
Marcia S. Wagner, President, The Wagner Law Group
Introduction: Making Rain While the Sun Shines.
Section One: The Brand–Focused Rainmaking Marketer.
Roe #1: Begin at the End.
Roe #2: Be a Hobgoblin.
Roe #3: Get Yourself Some Culture.
Roe #4: Be True to Your School.
Roe #5: Say It Like You Mean It.
Roe #6: Broaden Your Brandwidth.
Roe #7: Bow to the Wow.
Roe #8: Stay Up, Sell Out, Cash In.
Section Two : The Strategic Rainmaking Marketer.
Roe #9: See the Forest in Every Tree.
Roe #10: Feed the Lion and Spare the Mouse.
Roe #11: Smarten Up.
Roe #12: Manifest Your Destiny.
Roe #13: Kill the Cat.
Roe #14: Fuhgeddabout Woulda Coulda Shoulda.
Roe #15: Muddy the Waters.
Roe #16: Start From Scratch.
Section Three: The Tactical Rainmaking Marketer.
Roe #17: Celebrate Smilestones.
Roe #18: Ignore the Bliss.
Roe #19: Stick It.
Roe #20: Shorten Up to Sweeten Up.
Roe #21: Face the Facts.
Roe #22: Say No to Yes But.
Roe #23: Sweat Like a Pig.
Roe #24: Lose Your Head.
Roe #25: Slow Down to Speed Up.
Roe #26: Don′t Just Because You Can.
Roe #27: Show Them the Money.
Section Four : The Customer–Focused Rainmaking Marketer.
Roe #28: Walk a Mile in Your Customer′s Shoes BACKWARDS.
Roe #29: Reject IOUs.
Roe #30: Act Big, Feel Small.
Roe #31: Speak Greek Only in Greece.
Roe #32: Listen to be Heard.
Roe #33: Say NYET to Nyuk!
Roe #34: Love′em OR Leave′em.
Roe #35: Go the Extra 18 Inches.
Roe #36: Tarnish the Golden Rule.
Section Five: The Competitive Rainmaking Marketer.
Roe #37: See the Whites of Their Eyes.
Roe #38: Shop Till You Drop.
Roe #39: Experience the Experience.
Roe #40: Choose to Lose.
Roe #41: Analyze This.
Roe #42: Expect the Unexpected.
Roe #43: Give Up.
Section Six: The Hardwired Rainmaking Marketer.
Roe #44: Tell a Story Worth a Thousand Pictures.
Roe #45: French KISS.
Roe #46: Light Your Lying Pants on Fire.
Roe #47: Sell Soft, Market Hard.
Roe #48: Reduce Your Attention Spam.
Roe #49: Choose Them Over Us.
Roe #50: Just Don′t Do ID.
Roe #51: Suck It Up.
Roe #52: Burn This Book.