amy_jo_martin-renegades_write_the_rules

F O R E W O R D B Y T O N Y H S I E H

RENEGADES WRITE

THE

RULES

How the Digital Royalty

Use Social Media to INNOVATE

Amy Jo

MARTIN

Advance Uncorrected Proof—Not For Sale

More praise for Renegades Write the Rules

“Like people who say that they were in the crowd to watch Secretariat win the Belmont, so many people claim to have been an early adopter of social media. Amy Jo Martin is the genuine article. She was there from the beginning and has seen it all. Don’t buy this book at your own peril.

—Darren Rovell (@DarrenRovell),

sports business reporter, ESPN

“Renegades Write the Rules is an engaging, well-written piece and an honest look at not just social media but the spirit of adventure and the benefits of risk-taking if you are willing to learn from your mistakes! Amy writes with clarity and humor and provides the answers to the issues of social media. It’s a fun read and full of priceless information for this digital age. As my father, Bruce Lee, would suggest, ‘Use no way as way and have no limitation as limitation.’Amy Jo does just that! She is a true innovator and teacher.”

—Shannon Lee (@BruceLeeLegacy),

CEO of Bruce Lee Enterprises

“Don’t be fooled. Renegades Write the Rules may be the perfect social media tutorial, but Amy Jo’s quest is much larger than just deconstructing Twitter or Facebook. She has led the way in teaching us all how to use the latest communication channels to turn branding and marketing on their heads. No longer do organizations, advertisers, or companies define the rules of the game; power now resides with the individual, the customer, the purchaser, or the fan. It’s an entirely new ball game and Renegades Write the Rules explains why we all need to think di erently in order to win.”

—Scott Reifert (@WhiteSox), senior vice president of communications, Chicago White Sox

This is an uncorrected galley proof. Please check any quotes with the finished book. John Wiley & Sons, Inc.; 111 River Street, Hoboken, NJ 07030; 1-800-CALL-WILEY; www.wiley.com.

Copyright © 2012 by John Wiley & Sons, Inc. All rights reserved.

Published by Jossey-Bass A Wiley Imprint

989 Market Street, San Francisco, CA 94103-1741—www.josseybass.com Author is represented by literary agent Kevin Small of ResultSource.com.

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Library of Congress Cataloging-in-Publication Data

Printed in the United States of America

FIRST EDITION

Contents

vii

Foreword

Amy Jo Martin and I first “met” on Twitter when she was working with the Phoenix Suns. As luck would have it, I was scheduled to attend a conference in Phoenix a month or so later, so we ended

up meeting at the conference, going on a hot air balloon ride (which the conference organizers had generously provided for all conference attendees), talked about the science of happiness over margaritas, and have remained friends ever since.

Soon after our first meeting in real life, Amy Jo let me know she was venturing out on her own. She decided to name her new company Digital Royalty, right around the time that my own book, Delivering Happiness, was about to come out. As we got to know each other better, we both realized that enlisting Digital Royalty’s help for the book launch would be the perfect complement to our twenty-three-city nationwide book bus tour around the country in 2010. (In addition to helping connect us with Delivering Happiness fans online, Amy Jo also gave me invaluable snipe hunting lessons near Mt. Rushmore in South Dakota.)

Now, after three years of working together, we’ve decided to partner together in a much bigger way: by investing in Digital Royalty through VegasTechFund, the technology and start-up investment arm of our $350 million Downtown Project to help revitalize downtown Las Vegas.

One of our goals is to help transform downtown Las Vegas into the most community-focused large city in the world. We want to help inspire and

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