Contrarian Effect

MICHAEL PORT is the author of the Wiley titles Book Yourself Solid and Beyond Booked Solid. He has been called a "marketing guru" by the Wall Street Journal and is one of the best professional speakers around. For more information, please visit www.MichaelPort.com.ELIZABETH MARSHALL is Director of Sales for Michael Port Companies. While working at the nationally recognized firm of Merritt Hawkins and Associates, she was awarded Research Recruiter of the Month five times. Also, she is founder of AuthorTeleseminars.com, which hosts interviews with top business authors such as Seth Godin, Tim Ferriss, Keith Ferrazzi, and others. For more information, please visit www.highenergycoach.com.

• Acknowledgments viiIntroductionFrom the Old World to the New 1Section 1: Two Left FeetTypical Tactics Are Out of Sync with the Market 25Section 2: Center of the UniverseTypical Tactics Are Focused on the Wrong Person 55Section 3: One-Night StandTypical Tactics Damage Relationships and Long-Term Potential 87Section 4: May Cause Headaches, Dizziness, and Internal BleedingTypical Tactics Harm Reputations and Create Unintended Consequences 111Contrarian Primer 137Pendulum Swing 145References 151About the Authors 155Index 157