A social psychologist and marketer, JENNIFER AAKER is the General Atlantic Professor of Marketing at Stanford University's Graduate School of Business. Her research focuses on time, money, and happiness, and how small acts create significant change-fueled by social media. Her work has been featured in a variety of media including The New York Times, Wall Street Journal, Washington Post, BusinessWeek, Forbes, and NPR, as well as CBS MoneyWatch.

ANDY SMITH is a principal of Vonavona Ventures, where he advises companies on marketing, customer strategy, and operations. Over the past 20 years, he has served as a high tech executive, leading teams at Dolby Labs, BIGWORDS, LiquidWit, Intel, Analysis Group, Polaroid, Integral Inc., and PriceWaterhouseCoopers.

Foreword by Chip Heath, author of Made to Stick and Switch ix

Preface xi

Introduction: Why Reading This Book Is Worth the Investment xiii

The Dragonfly Body The System That Keeps It Airborne 1

Wing 1: Focus: How to Hatch a Goal That Will Make an Impact 19

Wing 2: Grab Attention: How to Stick Out in an Overcrowded, Overmessaged, Noisy World 49

Wing 3: Engage: How to Make People Connect with Your Goal 73

Wing 4: Take Action: How to Empower Others, Enable Them-and Cultivate a Movement 107

Onward and Upward You're Flying! Now What? 143

Afterword by Dan Ariely, author of Predictably Irrational and The Upside of Irrationality 165

Notes 173

The Dragonfly Ecosystem 191

About the Authors 201

Index 203