Rocket tells the story of how sixteen remarkable business leaders created great brands. Leslie Wexner tells you how he turned a two-store chain into a $6.5 billion worldwide brand called Victoria Secret, and Howard Schultz shares how he took his passion for a little coffee shop in Seattle and grew it into a 22,000-store chain, just to name two. Every story is connected to a "how-to" lesson, and by the end, you'll have what you need to turn your best customers into apostles, cravers, and brand ambassadors. A must-have guide for everyone who wants to grow their business faster than a competitor, this authentic, vibrant, and engaging book brings you the latest practical techniques for knowing your customers' desires and behaviors in order to deliver intimately rewarding experiences every time they shop--including knowing what they need before they do. Included is a "self critique" to identify where you are currently before you transform your career and company by mastering how to: * Create a demand-space map and predict how big a share of a demand space you can win with the proper mix of emotional and functional benefits satisfying the attributes of that space * Determine a strategic direction for where to place investment bets, identify which brands are best suited to win, and which are most responsive to investment * Deliver all the core benefits of a particular demand space in your product--from packaging, shelving, pricing, and promotion to message development, store operations, delivery, and employee engagement * Maintain a long-term vision to continuously quantify and modify for ongoing improvement, while using your successes to convert more champions along the way With Rocket, you can rise into a cycle of renewal, energy, and power that can launch startups to phenomenal success and turn around the fate of multinational corporations.