INTRODUCTION: Cultivate the Apostles to Become a Beloved, Iconic Brand
CHAPTER ONE: Don’t Ask Your Customers What They Want (Because They Don’t Know Until You Show Them)
CHAPTER TWO: Woo Your Biggest Fans (Because They’re Absolutely Worth It)
CHAPTER THREE: Always Welcome Your Customers’ Scorn (Because You’ll Come Back Stronger)
CHAPTER FOUR: Looks Do Count (Because People Really Do Judge a Book by Its Cover)
CHAPTER FIVE: Transform Your Employees into Passionate Disciples (Because Love Is Truly Infectious)
CHAPTER SEVEN: Take Giant Leaps (Because You’re Not Going to Win with Timid Steps)
CHAPTER EIGHT: Find Out What Schismogenesis Means (Because It Will Save Your Relationships)
EPILOGUE: Tools, Techniques, Challenges, and Words of Advice
FINAL WORDS OF ADVICE: So What Does It Take to Build a Great Brand?