Praise for Laddering
"Laddering is your challenge to get to know your customers better. Before you share your next social media update, learn from Eric′s insightful experience to improve your communication with the people who buy and use your products."
BRETT FARMILOE, Employee 01, Markitors
"Big data isn′t about the numbers. It′s about the people who are represented by the numbers. Laddering shows you how to effectively build and nurture relationships with your customers."
JOHN DAVIDSON, CEO, Curious Analytics
"This is the manual on interview techniques that anyone in the customer discovery phase of their lean startup should religiously read. Put this book next to Eric Ries′s and Steve Blank′s books on lean startups. Without it, you′re just fooling yourself about what your customers want."
MICHAEL MEALLING, cofounder, Pipefish
"The new economy requires that you get to know your customers intimately. Eric provides the techniques you need to ask, listen, and learn from your customers. The approach he outlines in Laddering drives new strategies that lead to increased customer engagement."
SCOTT FREY, President and CEO, PossibleNOW
"From Bernays to Blakley . . . Holtzclaw goes beyond big data and asks the crucial question of consumer behavior: why? Eric is the consumer′s champion, diving deep into our DNA. He explains why Groupon is failing and why big data is not our savior."
BRANDY NAGEL, author of Digitally Famous
Chapter 1 History 1
Chapter 2 The Need for Laddering 19
BellSouth Case Study: But Would You? 37
Chapter 3 Laddering Defined 45
Cruise Line Case Study 59
Chapter 4 The Steps to Laddering 65
The Social TV Case Study 80
Chapter 5 Confirming and Fine–Tuning Your Ladders 91
The Social Media Family Case Study 106
Chapter 6 Latticing: Finding the Overlap in Ladders 117
Travel Personas Case Study 135
Chapter 7 Lensing 143
Chapter 8 Practical Application of Laddering 165
BISSELL Word–of–Mouth Marketing Case Study 182
Chapter 9 The Way Forward 189