Tom Hayes

Cryptic drawings, maps, strange symbols. This is what twelve-year-old Mike Hilliard discovers as he investigates the long-dead, ruthless millionaire Titus Morley. As these strange symbols and drawings hover in his dreams, Mike rambles through the listless Cleveland Heights summer with Billy Hayworth, a photography intern at the Western Reserve Historical Society, where Mike's uncle, Robert -Otto- Hilliard is an historian. After his death in an 1872 refinery explosion, Titus Morley's treasure trove of rare grimoires and ancient masks disappeared. Could the drawings and maps provide clues? Mike and Billy are determined to find out. But after rambling through a nearby cemetery at midnight, Mike's confidence is shaken, Billy is not the same, and a soul-stirring horror has been awakened. A fortune in missing books and masks. A long-dead millionaire who wanted out of his body and wanted to command the dead. Bodies missing from morgues and graves. What can these things possibly mean to a boy spending the summer with his uncle?

Secret of the Warlock's Crypt

from mass marketing to mass handselling

No size fits all

Michael S. Malone

Today’s markets have splintered into millions of powerful consumer communities— how can businesses adapt? It’s no secret that traditional mass marketing— network television, newspapers, direct mail—is dying. Consumer markets are increasingly fragmented, even as they become more connected, transparent, and global. The future of business is about penetrating selfforming niches, from affinity groups on Facebook to thousands of satellite channels and millions of private online communities. So how can businesses reach new customers, win their trust, and earn their loyalty? Tom Hayes and Michael S. Malone urge an entirely new approach, embracing small, trust-based online groups as powerful vehicles for creating customers and gathering invaluable feedback. But what they call “marketing 3.0” isn’t as simple as setting up a YouTube channel. Drawing on many case studies, the authors offer a new set of tools for a world where attention is harder than ever to capture, but even more lucrative to hold. They explain how to use social media for a new kind of marketing—bottom-up instead of top-down, personal rather than public, subtle rather than full frontal. The payoff is a return to the power of oldfashioned handselling—turbocharged by bleedingedge technology.

From Mass Marketing to Mass Handselling

No Size Fits All

Phil Styrlund

Marian Deegan

Relevance: Matter More harnesses the power of authenticity, mastery, empathy, and action to help people and companies become more relevant in their lives and in the marketplace. In today's age of commoditization, people, products, brands, and companies are becoming interchangeable. The competition to stake a flag on the career path of one's dreams grows fiercer, and downsizing can reverse fortunes in a heartbeat. Security is a myth. People and companies are asking some very fundamental questions, "Am I relevant, or am I simply replaceable? Is there a way to matter more in this world?" Phil Styrlund and Tom Hayes, with Marian Deegan, have identified four key dynamics of relevance--authenticity, mastery, empathy, and action--in a formula that can be applied to the life of a person, an organization, or a product. Drawing upon their personal and business experience, and upon examples from the lives of Theodore Roosevelt, Ada Lovelace, Harper Lee, Ulysses S. Grant, and other men and women whose accomplishments illuminate history, they have created a powerful formula for achieving relevance. As business leaders working in marketing and sales, the authors have developed methods to distinguish themselves, and their clients, from the masses. In Relevance, they share their toolbox of strategies and tactics to help people elevate their relevance--in both their professional and personal lives. They believe that the decision to put authenticity, mastery, and empathy into action is the great differentiator between dreams of potential and the reality of accomplishment.This lively book brings together the best thinking of today with the best thinking ever to help anyone who truly wants to matter more. Styrlund and Hayes invite readers to apply these principles, and explore what it means to matter more in their own lives, and in the lives of others.

Matter More

Relevance

Cryptic drawings, maps, strange symbols. This is what twelve-year-old Mike Hilliard discovers as he investigates the long-dead, ruthless millionaire Titus Morley. As these strange symbols and drawings hover in his dreams, Mike rambles through the listless Cleveland Heights summer with Billy Hayworth, a photography intern at the Western Reserve Historical Society, where Mike’s uncle, Robert “Otto” Hilliard is an historian. After his death in an 1872 refinery explosion, Titus Morley’s treasure trove of rare grimoires and ancient masks disappeared. Could the drawings and maps provide clues? Mike and Billy are determined to find out. But after rambling through a nearby cemetery at midnight, Mike’s confidence is shaken, Billy is not the same, and a soul-stirring horror has been awakened. A fortune in missing books and masks. A long-dead millionaire who wanted out of his body and wanted to command the dead. Bodies missing from morgues and graves. What can these things possibly mean to a boy spending the summer with his uncle?

Tom Hayes

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