Marketing Lessons from the Grateful Dead

Foreword.
Introduction.

PART 1: THE BAND.
1. Create a Unique Business Model.
2. Choose Memorable Brand (and Band) Names.
3. Build a Diverse Team.
4. Be Yourself.
5. Experiment, Experiment, Experiment.
6. Embrace Technology.
7. Establish a New Category.

PART 2: THE FANS.
8. Encourage Eccentricity.
9. Bring People on an Odyssey.
10. Put Fans in the Front Row.
11. Build a Following.

PART 3: THE BUSINESS.
12. Cut Out the Middleman.
13. Free Your Content.
14. Be Spreadable.
15. Upgrade to Premium.
16. Loosen Up Your Brand.
17. Partner with Entrepreneurs.
18. Give Back.
19. Do What You Love.

Acknowledgments.
"Furthur" Reading.
About the Photographs.
About the Illustrations.
About the Authors.