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What Your Employees Need and Can’t Tell You offers a highly actionable roadmap to business executives and managers faced with the task of instituting successful organizational change.
List of contents
Contents
Part I: Big Plans and Micro-Moments
- Chapter 1: Culture, Change, and the Brain
- Chapter 2: Unlocking the Secrets of the Brain
- Chapter 3: Change Is All About You
- Chapter 4: And…It Has Nothing to Do with You
Part II: Roadblocks and Tools
- Chapter 5: Calming the Elephant
- Chapter 6: I’m Not Biased
- Chapter 7: Three Weeks? We’ll Do It in Two!
- Chapter 8: Questions? Concerns? Good. Let’s Get Started.
- Chapter 9: Status Quos and Shortcuts
- Chapter 10: We Tried That, It Doesn’t Work
- Chapter 11: I Want to Do My Own Research
- Chapter 12: He Always Meets His Goals, Just Do What He Does
- Chapter 13: Us vs. Them
- Chapter 14: He’s Out to Get Me, I Know It.
- Chapter 15: That’s Not Fair!
- Chapter 16: Late Again? She’s So Disrespectful
Part III: Leading Through Change
- Chapter 17: Where Are We Going?
- Chapter 18: It’s Not about the Cookie
- Chapter 19: Where’s the Fun?
- Chapter 20: Application and Final Thoughts
About the author
Melina Palmer is founder and CEO of The Brainy Business, which provides behavioral economics consulting to businesses of all sizes from around the world. Her podcast,
The Brainy Business: Understanding the Psychology of Why People Buy, has downloads in over 160 countries and is used as a resource for teaching applied behavioral economics for many universities and businesses. Melina obtained her bachelor’s degree in business administration: marketing and worked in corporate marketing and brand strategy for over a decade before earning her master’s in behavioral economics. She has contributed research to the Association for Consumer Research, Filene Research Institute, and runs the Behavioral Economics & Business column for
Inc Magazine. She began teaching applied behavioral economics through the Texas A&M Human Behavior Lab in fall 2020. Her first book on the subject,
What Your Customer Wants and Can't Tell You, was published in May 2021.
Summary
What Your Employees Need and Can’t Tell You offers a highly actionable roadmap to business executives and managers faced with the task of instituting successful organizational change.
Foreword
Marketing plan
Social Media
- LinkedIn (personal): 5,624 followers
- Twitter: 2,033
- Instagram: 1,512
- Facebook (business): 1,018
- Facebook (personal): 1,195
How the author will leverage her platform (specific ideas):
- She has a wide network of companies she works with, speaks to, teaches for, or who listen to the podcast that she can reach out to about bulk buys. Her first book was focused more in a marketing and brand space, but because this book is about change and is relevant to all levels of an organization, she sees a much higher potential to do corporate trainings with bulk buys.
- She has a loyal following and fans across social media and through the podcast who will share on social, rate and leave reviews.
- Finalizing a contract with a speaking agent who was recommended to the author by Mango, who will be pitching these types of engagements and bundling in bulk book buys.
- PR blitz and book tour, also with Pleasantly Persistent PR, to promote the book and get features on radio, magazines, local and national news.
- She will promote herself and create high quality video to promote the book (book trailer and other content) that shares about it.
- Her “change management” presentation will have a new name to match the title of the book
- She has merch, online classes, and other assets that could be offered as a bonus for preorders (or for bulk buys) including time with the author to do a Q&A with an audience or to get an hour of her time to provide insights/consulting (value of $499/hour).
- She will create some sort of PDF Companion Workbook as a lead magnet to drive engagement. Potentially also a class that accompanies the book and workshops she can teach at organizations (who will also be encouraged to have everyone buy a copy of the book).
Fellow influencers who will provide endorsements and help support the book:
- She has a wide network of connections across the industry, many of whom have large platforms themselves. There were over 50 endorsements for her first book (including prominent names like Scott Miller, Nir Eyal, Roger Dooley, Michael F. Schein) and she can reach out again to get more endorsements, coverage, and people to share about the book.
Media / podcast / Social Media Influencer connections who will feature/review the book and/or do an interview:
- She will reach back out to the 50+ podcasts where she has been a guest before to see if they are interested in featuring the new book, as well as new locations, and have her speaking/PR rep do pitching on her behalf to many new locations.
- She is also going to be ramping up my video content on YouTube in 2022, with short videos that will hopefully create a great following there of new, interested fans eager to get their hands on the book when it comes out.
An active and engaged mailing list:
- Her list has over 3000 people on it, with an average 75% engagement rate
Memberships / organizations who might support the book or order in bulk:
- Apple
- Maker’s Mark
- Google
- Walmart
- Service Credit Union
- American Veterinary Medical Association
- Veterinary Hospital Managers Association
- Many more based on the new speaking agent relationship starting in January.
Additional text
“With vivid accounts and research-based advice, Palmer charts the clearest course I’ve ever seen for managers seeking to navigate change. It’s a tour de force.”
—Robert Cialdini, New York Times bestselling author of Influence and Pre-Suasion
