Who this book is for ix Prologue: The Need for Thymos xv Part One: Storify 1 Chapter One: Introduction 2 Chapter Two: The Common Path to Uncommon Success with John Lee Dumas 5 Chapter Three: The Business of Story with Park Howell 10 Chapter Four: Be Distinct or Go Extinct with Gerry Foster 29 Chapter Five: 5C''s of Personal Branding with Michelle Griffin 34 Chapter Six: The 8-seconds Pitch with Martin Barnes 40 Chapter Seven: Case: Constructing a Story with Chris Martin 46 Part Two: Personalise 51 Chapter One: Introduction 52 Chapter Two: Teach Bots to Be Compassionate with Peter Dorrington 54 Chapter Three: Finding the Appropriate Asia Pacific based Journalist with Matthew Law 62 Chapter Four: Call in the PR Cavalry with Nigel Sarbutts 69 Chapter Five: The One Million Media Address Book with Joanna Drabent 76 Chapter Six: Prospecting on LinkedIn with Guillaume Portalier 80 Chapter Seven: Website Personalisation at Scale with Sander Nagtegaal 85 Chapter Eight: Auto-Signature to Trust with Helga Zabalkanskaya 92 Chapter Nine: Inbound Marketing for Sales with Laura L. Bernhard 97 Chapter Ten: Personal Service Earns Praise with Paul Hourihane 101 Chapter Eleven: Case: A Virtual Village for Parents with Nitin Pandey 107 Chapter Twelve: Case: Building a Toothpaste Tribewith Howard Kaufman 113 Part Three: Engage 119 Chapter One: Introduction 120 Chapter Two: Your Voice Performance with Jimmy Cannon 122 Chapter Three: The Engaging Voice with Ant Bohun 126 Chapter Four: The Power Podcaster with Sabrina Scholkowski 130 Chapter Five: Five-Stages to DIY P.R. with Santa Rosa Beach 137 Chapter Six: The Media Interview with Alex Greenwood 143 Chapter Seven: Crisis Communications with Anthony Hayes 148 Chapter Eight: Surveys As a Source with Chris Robinson 153 Chapter Nine: Content from Social Impact Analytics with Catherine Griffin 160 Chapter Ten: The AI Content World with Dr. Stylianos Kampakis 167 Chapter Eleven: Case: Legally Content with Guatemalan Mauricio Duarte 173 Chapter Twelve: Case: Edumercials Shine on Millions of Kids with Dr. Shelley James 178 Part Four: Amplify 185 Chapter One: Introduction 186 Chapter Two: Pitching to Journalists with Justin Goldstein 188 Chapter Three: Dreaming of Being on TV? with Eric Mitchell 197 Chapter Four: Speaking at Events with Zachary Nadler 202 Chapter Five: The Law of Reciprocity with Cory Warfield 208 Chapter Six: Avoid Podcast Fade with Sebastian Rusk 213 Chapter Seven: Get Onto Digital Platforms with Arvind Murali 222 Chapter Eight: Data and Disruptive Content with Colonel Aaron Perlut 227 Chapter Nine: B2B Content Marketing with Ugi Djuric 233 Chapter Ten: Using Gated Content for Leads with Omri Hurwitz 238 Chapter Eleven: Leverage Online Events with Toni Kaufman 243 Chapter Twelve: Virtual Events Online Forever with Mia Masson 247 Chapter Thirteen: Your Own TV Station with Audrey M. Wiggins 253 Chapter Fourteen: Case: Joking Apart, Amazon Ranking with Morry Morgan 257 Chapter Fifteen: Case: Punk Rock Live with Drew Stone 263 Part Five: Know 267 Chapter One: Introduction 268 Chapter Two: Second Golden Martech Age with Scott Brinker 270 Chapter Three: Choosing the Martech with Frans Riemersma 277 Chapter Four: Bias Free Views on Behaviour with Dr. John Ricketts 283 Chapter Five: Social Listening as Protection with CHATGPT 288 Chapter Six: STOP! Don''t Post Too Much with Bant Breen 295 Chapter Seven: Tracking Content Context with Ant Cousins 300 Chapter Eight: Only Qualified Leads Matter with Stapho Thienpont 307 Chapter Nine: Case: Pew Research Center with Dan Morrison 312 Conclusion: It''s Your Thymos Time 317 Acknowledgements 319 About the Author 321 Guest Directory 323 Bibliography 329 Index 333.