The Contrarian Effect: Why It Pays (Big) to Take Typical Sales Advice and Do the Opposite

Acknowledgments vii

Introduction

From the Old World to the New 1

Section 1: Two Left Feet

Typical Tactics Are Out of Sync with the Market 25

Section 2: Center of the Universe

Typical Tactics Are Focused on the Wrong Person 55

Section 3: One-Night Stand

Typical Tactics Damage Relationships and Long-Term Potential 87

Section 4: May Cause Headaches, Dizziness, and Internal Bleeding

Typical Tactics Harm Reputations and Create Unintended Consequences 111

Contrarian Primer 137

Pendulum Swing 145

References 151

About the Authors 155

Index 157