Why do some products get more word of mouth than others? Why does some online content go viral? Word of mouth makes products, ideas, and behaviors catch on. It's more influential than advertising and far more effective. Can you create word of mouth for your product or idea? According to Berger, you can. Whether you operate a neighborhood restaurant, a corporation with hundreds of employees, or are running for a local office for the first time, the steps that can help your product or idea become viral are the same.

SuperFreakonomics challenges the way we think all over again, exploring the hidden side of everything with such questions as: How is a street prostitute like a department-store Santa? What do hurricanes, heart attacks, and highway deaths have in common? Can eating kangaroo save the planet? Levitt and Dubner mix smart thinking and great storytelling like no one else.

In his most ambitious work to date, Thomas L. Friedman shows that we have entered an age of dizzying acceleration - and explains how to live in it. Due to an exponential increase in computing power, climbers atop Mount Everest enjoy excellent cell phone service, and self-driving cars are taking to the roads. A parallel explosion of economic interdependency has created new riches as well as spiraling debt burdens.

Amazon, Apple, Facebook, and Google are the four most influential companies on the planet. Just about everyone thinks they know how they got there. Just about everyone is wrong. For all that's been written about the Four over the last two decades, no one has captured their power and staggering success as insightfully as Scott Galloway. Instead of buying the myths these companies broadcast, Galloway asks fundamental questions.

What drug lords learned from big business. How does a budding cartel boss succeed (and survive) in the $300 billion illegal drug business? By learning from the best, of course. From creating brand value to fine-tuning customer service, the folks running cartels have been attentive students of the strategy and tactics used by corporations such as Walmart, McDonald's, and Coca-Cola.

A groundbreaking chronicle of the birth - and death - of a pair of jeans, that exposes the fractures in our global supply chains, and our relationships to each other, ourselves, and the planet.

In the last decade, No Logo has become an international phenomenon and a cultural manifesto for the critics of unfettered capitalism worldwide. As America faces a second economic depression, Klein's analysis of our corporate and branded world is as timely and powerful as ever. Equal parts cultural analysis, political manifesto, mall-rat memoir, and journalistic exposé, No Logo is the first book to put the new resistance into pop-historical and clear economic perspective. Naomi Klein tells a story of rebellion and self-determination in the face of our new branded world.

The recent changes in our economic landscape have only exposed and intensified a phenomenon: an explosion in sharing, bartering, lending, trading, renting, gifting, and swapping. From enormous marketplaces such as eBay and Craigslist to emerging sectors such as peer-to-peer lending (Zopa), "swap trading" (Swaptree), and car sharing (Zipcar), Collaborative Consumption is disrupting outdated modes of business and reinventing not only what we consume but how we consume.

Mark Penn has boldly argued that the future is not shaped by society's broad forces but by quiet changes within narrow slices of the population. Ten years ago, he showed how the behavior of one small group can exert an outsized influence over the whole of America. His best-selling Microtrends highlighted dozens of tiny, counterintuitive trends that have since come to fruition, from the explosion of Internet dating to the recent split within the Republican Party. Today, the world is in perplexing upheaval, and microtrends are more influential than ever

Fifty Inventions That Shaped the Modern Economy paints an epic picture of change in an intimate way by telling the stories of the tools, people, and ideas that had far-reaching consequences for all of us. From the plough to artificial intelligence, from Gillette's disposable razor to IKEA's Billy bookcase, best-selling author and Financial Times columnist Tim Harford recounts each invention's own curious, surprising, and memorable story.

We live in a world of stuff. We dispose of most of it in as little as six months after we receive it. The byproducts of our quest to consume are creating an environmental crisis. Aja Barber wants to change this - and you can, too. In Consumed, Barber calls for change within an industry that regularly overreaches with abandon, creating real imbalances in the environment and the lives of those who do the work - often in unsafe conditions for very low pay - and the billionaires who receive the most profit.

Over the past two decades, Joseph F. Coughlin has been busting myths about aging with groundbreaking multidisciplinary research into what older people actually want - not what conventional wisdom suggests they need. In The Longevity Economy, Coughlin provides the framing and insight business leaders need to serve the growing older market: a vast, diverse group of consumers representing every possible level of health and wealth, worth about $8 trillion in the United States alone and climbing.

Plastic built the modern world. Where would we be without bike helmets, baggies, toothbrushes, and pacemakers? But a century into our love affair with plastic, we're starting to realize it's not such a healthy relationship. Plastics draw dwindling fossil fuels, leach harmful chemicals, litter landscapes, and destroy marine life. As journalist Susan Freinkel points out in this engaging and eye-opening book, we're nearing a crisis point.

A brilliant investigation of globalization, the most significant socioeconomic trend in the world today, and how it is affecting everything we do - economically, politically, and culturally - abroad and at home. As foreign affairs columnist for The New York Times, Thomas L. Friedman crisscrosses the globe talking with the world's economic and political leaders. Now he has used his years of experience as a reporter and columnist to produce a pithy, trenchant, riveting look at the worldwide market forces that are driving today's economies.

Best selling author Jack Trout doesn't beat around the bush. He takes marketers to task for taking the easy route too often, employing high-tech razzle-dazzle and sleight of hand when they should be working to discover and market their product's uniquely valuable qualities. He examines successful differentiation initiatives and outlines the many ways you can achieve differentiation.

From the shuttered factories of the rust belt to the look-alike strip malls of the sun belt---and almost everywhere in between---America has been transformed by its relentless fixation on low price. This pervasive yet little examined obsession is arguably the most powerful and devastating market force of our time---the engine of globalization, outsourcing, planned obsolescence, and economic instability in an increasingly unsettled world.

The recent changes in our economic landscape have only exposed and intensified a phenomenon: an explosion in sharing, bartering, lending, trading, renting, gifting, and swapping. From enormous marketplaces such as eBay and Craigslist to emerging sectors such as peer-to-peer lending (Zopa), "swap trading" (Swaptree), and car sharing (Zipcar), Collaborative Consumption is disrupting outdated modes of business and reinventing not only what we consume but how we consume.

Fifty Inventions That Shaped the Modern Economy paints an epic picture of change in an intimate way by telling the stories of the tools, people, and ideas that had far-reaching consequences for all of us. From the plough to artificial intelligence, from Gillette's disposable razor to IKEA's Billy bookcase, best-selling author and Financial Times columnist Tim Harford recounts each invention's own curious, surprising, and memorable story.

Marketing executives and consumer advocates alike predict a future of brand-proof consumers, armed with technology and a sophisticated understanding of marketing techniques, who can effectively tune out ad campaigns. But as Rob Walker demonstrates, this widely accepted misconception has eclipsed the real changes in the way modern consumers relate to their brands of choice. Combine this with marketers' new ability to blur the line between advertising, entertainment, and public space, and you have dramatically altered the relationship between consumer and consumed.

China today is visible everywhere: In the news, in the economic pressures battering America, in the workplace, and in every trip to the store. Provocative, timely, and essential, this dramatic account of China's growing dominance as an industrial super-power by journalist Ted C. Fishman explains how the profound shift in the global economic order has occurred, and why it already affects us all.

The average American produces 102 tons of garbage across a lifetime, and $50 billion in squandered riches are rolled to the curb each year. But our bins are just the starting point for a strange, impressive, mysterious, and costly journey that may also represent the greatest untapped opportunity of the century. In Garbology, Edward Humes investigates trash - what's in it; how much we pay for it; how we manage to create so much of it; and how some families, communities, and even nations are finding a way back from waste to discover a new kind of prosperity.

Cheap fashion has fundamentally changed the way most Americans dress. Stores ranging from discounters like Target to fast fashion chains like H&M now offer the newest trends at unprecedentedly low prices. Retailers are producing clothes at enormous volumes in order to drive prices down and profits up, and they've turned clothing into a disposable good.

Demographics not only define who we are, where we live, and how our numbers change. For those who can read beyond the raw figures, they open up hidden business opportunities that lie ahead. What will happen when retiring Boomers free up jobs? How will Generation Y alter supermarkets? Which states will have the most dynamic workforces? Will American manufacturing rebound as Asia's population declines? Upside puts this powerful yet little-understood science to work finding answers.

We Are All Weird is a celebration of choice, of treating different people differently and of embracing the notion that everyone deserves the dignity and respect that comes from being heard. The book calls for end of "mass" and for the beginning of offering people more choices, more interests, and giving them more authority to operate in ways that reflect their own unique values.

Martin Lindstrom, a modern-day Sherlock Holmes, harnesses the power of "small data" in his quest to discover the next big thing. Hired by the world's leading brands to find out what makes their customers tick, Martin Lindstrom spends 300 nights a year in strangers' homes, carefully observing every detail in order to uncover their hidden desires and, ultimately, the clues to a multimillion-dollar product.

What drug lords learned from big business. How does a budding cartel boss succeed (and survive) in the $300 billion illegal drug business? By learning from the best, of course. From creating brand value to fine-tuning customer service, the folks running cartels have been attentive students of the strategy and tactics used by corporations such as Walmart, McDonald's, and Coca-Cola.

Space entrepreneur turned innovation pioneer Peter H. Diamandis and award-winning science writer Steven Kotler document how progress in artificial intelligence, robotics, digital manufacturing synthetic biology, and other exponentially growing technologies will enable us to make greater gains in the next two decades than we have in the previous 200 years.

Here's how entrepreneurs find the next big thing-and make it huge. The era of easy money and easy jobs is officially over. Today, we're all entrepreneurs, and the tides of change threaten to capsize anyone who plays it safe. Taking risks is the name of the game - but how can you tell a smart bet from a stupid gamble? Andy Kessler offers 12 surprising and controversial rules for these radical entrepreneurs.

In this groundbreaking work, Tim Harford shows us a new and inspiring approach to solving the most pressing problems in our lives. Harford argues that today’s challenges simply cannot be tackled with ready-made solutions and expert opinions; the world has become far too unpredictable and profoundly complex. Instead, we must adapt. Deftly weaving together psychology, evolutionary biology, anthropology, physics, and economics, along with compelling stories of hard-won lessons learned in the field, Harford makes a passionate case for the importance of adaptive trial-and-error....

Since the 1990s China has been climbing up the ladder of quality, from doing knockoffs to designing its own high-end goods. Xiaomi - its name literally means "little rice" - is landing squarely in this shift in China's economy. But the remarkable rise of Xiaomi from startup to colossus is more than a business story because mobile phones are special. The common desiderata of the global population, mobile phones offer the kind of freedom and connectedness that autocratic countries are terrified of.