The Zombie Business Cure: How to Refocus your Company?s Identity for More Authentic Communication

The Zombie Business Cure: How to Refocus your Company?s Identity for More Authentic Communication


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The Zombie Business Cure: How to Refocus your Company?s Identity for More Authentic Communication by Julie Lellis, Melissa Eggleston

Does your business feel lifeless in today's fast-paced marketplace? Tired of struggling to stand out? Can't seem to clarify your message? You may be a zombie and not even know it.

Zombies are confused, haphazard, and indistinguishable. Businesses act like zombies when empty communications alienate customers, supporters, and partners. The Zombie Business Cure gets to the heart of many communication problems: identity. A lack of focus on identity negatively affects your bottom line and can damage your reputation.

The best organizations are simply more like humans and less like zombies. Humans realize the importance of having a strong sense of self, maintaining a consistent message, and communicating effectively to build relationships. The Zombie Business Cure will help you:

  • Realize identity is the foundation for success.
  • Discover identity problems that commonly lead to communication failures.
  • Prevent zombie-like behavior by tackling the five most common zombie traits.
  • Approach new communication efforts in a more mindful way.

    You'll learn from real-life case studies and also gain practical tips and exercises that will help your business. The Zombie Business Cure is the antidote for lifeless communication that repels customers. By using the principles in this book, you'll attract the right audiences and increase your success.

  • Product Details

    ISBN-13: 9781632650801
    Publisher: Career Press, Incorporated
    Publication date: 02/20/2017
    Pages: 224
    Sales rank: 1,351,766
    Product dimensions: 5.90(w) x 8.90(h) x 0.70(d)

    About the Author

    Julie C. Lellis is an associate professor and associate department chair in the School of Communications at Elon University where she teaches in areas such as strategic writing and health communication. She has authored numerous articles and book chapters on identity and related topics, including advocacy and strategic communications. She is a contributing writer for PR News. As a consultant, Lellis works with clients on identity development and communication strategy. Learn more at

    Melissa Eggleston is a content strategist and user experience (UX) specialist with clients throughout the United States. For businesses, nonprofits, and universities, she works as a consultant to eliminate zombie-like behavior one website at a time. Since 1997, she has created digital content for Bloomberg News, the Content Marketing Institute, Duke University, and many other organizations. Learn more at

    Table of Contents

    Introduction: Don't Be a Zombie 11

    Chapter 1 Understanding Identity 21

    Chapter 2 Zombies Are Reckless: Be MINDFUL 47

    Chapter 3 Zombies Are Haphazard: Be STABLE 73

    Chapter 4 Zombies Are Stiff: Be FLEXIBLE 99

    Chapter 5 Zombies Are Indistinguishable: Be ORIGINAL 123

    Chapter 6 Zombies Are Self-Absorbed: Be GIVING 151

    Chapter 7 Fully Embodied 177

    Notes 197

    Index 217

    About the Authors 223

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