Includes bibliographical references and index.

Introduction -- Nobody's happy -- All about them in the digital world -- The difference between content and context -- What we sell versus what we exchange for money -- "Hey, look at me" (we hate him but we become him) -- Behaving in the world of all about them -- Moving into all about them -- The heart of all about them: understanding CC 2 CC -- Walking your walk, talking your talk.

A branding expert shows how anyone who is successful lives by three words--"all about them"--and shows how focusing on others leads to success in business and life.

The best companies and most successful salespeople live by a three-word mantra--"all about them"--because when they relentlessly focus their brand on their customers instead of themselves, their businesses flourish. All about Them shows readers how to use this simple but extremely powerful influencing technique. Bruce Turkel, who has advised some of the world's greatest companies, including American Express and Bacardi, lays the groundwork by relating his personal journey of discovery to the "All about Them" principle. He goes on to explore our technology-driven, hyper- connected culture; the power of storytelling (and story-selling); brand authenticity and transparency; and more -- Provided by publisher.