第1章 創(chuàng)始人為什么一定要打造IP
1.1 重要意義：打造個(gè)人IP 成為創(chuàng)始人的必殺技 ················.008
1.1.1 90%的創(chuàng)始人，都沒有看到自己IP 的巨大威力 ·····.009
1.1.2 沒有強(qiáng)IP 的私域流量，猶如流水的兵·················.013
1.1.3 釋放創(chuàng)始人內(nèi)在的原動(dòng)力，助力企業(yè)爆發(fā) ············.017
1.2 影響創(chuàng)始人打造IP 的4 大障礙 ··································.026
1.2.1 心理障礙：不愿意站到臺(tái)前 ·····························.026
1.2.2 缺乏網(wǎng)感：信息傳遞的方式過于傳統(tǒng) ··················.028
1.2.3 陷入誤區(qū)：并不是所有IP 都要“高大上” ···········.029
1.2.4 認(rèn)知錯(cuò)誤：沒有理解創(chuàng)始人IP 的核心內(nèi)涵 ···········.031

第2章 創(chuàng)始人IP 的商業(yè)閉環(huán)
2.1 第一步，找準(zhǔn)定位：找到自己的優(yōu)勢賽道 ····················.037
2.1.1 找準(zhǔn)切入點(diǎn)，啟動(dòng)自己的個(gè)人品牌 ·····················.037
2.1.2 構(gòu)建個(gè)人品牌資產(chǎn)，提升個(gè)人品牌勢能 ···············.040
2.2 第二步，構(gòu)建產(chǎn)品體系：實(shí)現(xiàn)IP 資產(chǎn)變現(xiàn) ···················.042
2.2.1 打造：IP 變現(xiàn)的9 大產(chǎn)品形式 ··························.046
2.2.2 發(fā)售：一次發(fā)售完成一年業(yè)績 ···························.048
2.2.3 交付：從IP 到超級(jí)IP 的硬本領(lǐng) ·························.049

第3章 定位：高價(jià)值定位獲得100 倍收益
3.1 選好賽道，聚焦高價(jià)值區(qū) ··········································.058
3.1.1 選好細(xì)分領(lǐng)域，聚焦一點(diǎn) ·································.061
3.1.2 茶葉老板，聚焦細(xì)分領(lǐng)域，開拓百城市場 ·············.062
3.1.3 小紅書導(dǎo)師，重新定位提升10 倍收入 ·················.064
3.1.4 食療平臺(tái)創(chuàng)始人，重新定位開啟高速發(fā)展路 ··········.067
3.2 選準(zhǔn)最大天賦，讓自己的人生綻放 ······························.070
3.2.1 知識(shí)付費(fèi)老師，定位一改提升10 倍收入 ··············.071
3.2.2 線下教育機(jī)構(gòu)校長，重新定位迅速轉(zhuǎn)型線上 ··········.077
3.3 定位與人格畫像：提升你的人情味 ······························.084
3.3.1 人格畫像不等于人設(shè) ·······································.084
3.3.2 構(gòu)成三要素：性格+專業(yè)+愛好 ···························.086
3.4 從一個(gè)人的內(nèi)在角度繪制人格畫像 ······························.088
3.4.1 堅(jiān)守者：幾經(jīng)風(fēng)雨，堅(jiān)守自我 ···························.088
3.4.2 專注者：只關(guān)注細(xì)分領(lǐng)域，做細(xì)分產(chǎn)品 ···············.090
3.4.3 務(wù)實(shí)者：腳踏實(shí)地，走好創(chuàng)業(yè)路 ························.092
3.5 從生活角度繪制人格畫像 ··········································.093
3.5.1 閱讀者：每周讀一本書 ····································.093
3.5.2 旅行者：每年旅行3 個(gè)國家 ······························.094
3.5.3 修行者：從國學(xué)中感悟智慧 ······························.095

第4章 理念：打造頂級(jí)IP 的“殺手锏”
4.1 超級(jí)IP 為什么一定要有理念 ·····································.099
4.1.1 有理念的IP 和沒理念的IP 有什么區(qū)別 ···············.099
4.1.2 喬布斯，一個(gè)理念收獲全球1 億鐵粉 ··················.100
4.1.3 舒爾茨，秉承一個(gè)理念35 年開了32000 家咖啡店 ··.103
4.1.4 孫正義，400 億美元的投資理念 ························.103
4.1.5 彼得·林奇，狂賺百億的“蠟筆理論”投資理念 ···.106
4.1.6 華杉的超級(jí)符號(hào)理念，幫助很多企業(yè)成為百億品牌 ·.109
4.2 理念鑄就的超級(jí)IP ·················································.110
4.2.1 王一九裂變式發(fā)售理念，幫助學(xué)員累計(jì)發(fā)售10 億元 ·.110
4.2.2 理念的更新迭代和擴(kuò)展，讓品牌扎得更穩(wěn) ············.112
4.2.3 創(chuàng)始人四步創(chuàng)造一套理念體系 ··························.114

第5章 引爆點(diǎn)：讓你的IP 迅速崛起
5.1 打造大事件的五大策略，制造引爆點(diǎn) ··························.128
5.1.1 突破時(shí)間維度 ···············································.129
5.1.2 突破數(shù)量維度 ···············································.138
5.1.3 突破主題維度 ···············································.143
5.1.4 突破空間維度 ···············································.147
5.1.5 突破頻次維度 ···············································.150
5.1.6 一年曝光3 次，持續(xù)做大事 ·····························.152
5.2 以他人之例挖掘引爆點(diǎn) ············································.153
5.2.1 9 小時(shí)《長談》，提升兩位大叔10 倍的影響力 ·······.153
5.2.2 她連續(xù)100 天7 點(diǎn)直播讀書，一次發(fā)售80 萬元 ·····.155

第6章 打造創(chuàng)始人IP 的12 種深度思維
6.1 戰(zhàn)略思維：突破事業(yè)的格局 ·······································.157
6.1.1 成為頂尖高手的 2 個(gè)法則································.157
6.1.2 發(fā)一個(gè)大愿，為這個(gè)世界做點(diǎn)事 ························.162
6.1.3 個(gè)人品牌的3 個(gè)階段9 個(gè)層次 ···························.170
6.1.4 打造高端商業(yè)IP 的4 層內(nèi)容——道法術(shù)器 ············.176
6.1.5 戰(zhàn)略認(rèn)知的高度和傳播認(rèn)知的跨度 ·····················.182
6.1.6 定位要定心，定心就要養(yǎng)心 ······························.188
6.1.7 創(chuàng)業(yè)的“搞大事”策略：一年3 件大事 ···············.195
6.2 戰(zhàn)術(shù)思維：找到你的創(chuàng)業(yè)破局點(diǎn) ·································.200
6.2.1 創(chuàng)業(yè)提升10 倍效率的一個(gè)思維——借 ·················.200
6.2.2 如何設(shè)計(jì)多提升10 倍流量的品牌符號(hào) ·················.205
6.2.3 做好事業(yè)的一個(gè)關(guān)鍵——執(zhí)事敬 ························.212
6.3 修身思維：做一個(gè)內(nèi)在豐富的超級(jí)IP ···························.216
6.3.1 理解誠意的3 個(gè)層次，你的事業(yè)會(huì)一帆風(fēng)順 ··········.217
6.3.2 如何運(yùn)用自己的意念，讓自己心誠事享 ···············.222