Jon Spoelstra, one of America's top sports marketers, updates his Wall Street Journal Best Seller with provocative ideas that will boost both your top and bottom line. Some of Jon's 17 Ground Rules show you how to: Think differently about marketing - why "outrageous" really is the safest way; Use Jon's famous rubber chicken method to get people going down the slippery slope to sales success. This book is not just for sales and marketing folks - it's for anyone who influences the course and attitude of your company. Get all your employees on the same page. It will transform their thinking about how to grow your company.