Index 249 Index A accuracy, survey, 55-56 active listening, 33 activity, too much, 97 advance-planning process, 200 advertisers, potential, 36 advertising box, the, 36 advertising campaigns, 59 clutter, 39 television, 61 agreement, intellectual, 64 alternatives, supply, 175 ambition, 113 American Broadcasting Company, 33-34 American dream, achieving the, 111 analyst expectations, expecting, 234 appeal, personalizing the, 166-167 assumptions, fake, 68-70 testing current, 124 atmosphere, pressure-free, 69 B Baby Boomers, 101-103 graduates, 161 motivations of, 163 values of, 115 behavior, influenced, 49 patterns of, 90 body language, 23 bonuses, sign-on, 115 brand, building the, 123-132 brand extension opportunities, 123 business, inventing a new, 147-158 repositioning a, 171-182 business environment, shifting the, 241 models, new, 96 owners, peer pressure and, 63-64 C campaigns, advertising, 59 career path, dual, 117-119 cash flow, managing, 152 chief financial officer, targeting, 103 249