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ffirs.indd i 14/08/12 11:53 AM 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 benefi ts of risk- taking if you are willing to learn from your mistakes! Amy Jo 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 commu- nication channels to turn branding and marketing on their heads. No longer do organizations, advertisers, or companies defi ne 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 diff erently in order to win.” —Scott Reifert (@WhiteSox), senior vice president of communications, Chicago White Sox ffirs.indd i 14/08/12 11:53 AM “Thanks to Renegades Write the Rules, we all have a road map to guide us in the process of redefi ning our own personal and professional brands. With this book, Amy Jo has armed us with her core Renegade Rules, which if applied will help us achieve success within the social space. This book isn’t just for athletes, celebrities, or brands. It’s for everyone.” —Baron Davis (@Baron_Davis), Believer and NBA Player ffirs.indd ii 14/08/12 11:53 AM RENEGADES WRITE THE RULES ffirs.indd iii 14/08/12 11:53 AM ffirs.indd iv 14/08/12 11:53 AM RENEGADES WRITE THE RULES How the Digital Royalty Use Social Media to Innovate Amy Jo Martin ffirs.indd v 14/08/12 11:53 AM Cover photo: Brandon Sullivan (brandonsullivan.com, @bsullivanphoto) Cover art direction: Chad Martin 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. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978-750-8400, fax 978-646-8600, or on the Web at www.copyright.com. Requests to the publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201-748-6011, fax 201-748-6008, or online at www .wiley.com/go/permissions. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best eff orts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifi cally disclaim any implied warranties of mer- chantability or fi tness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profi t or any other commercial damages, includ- ing but not limited to special, incidental, consequential, or other damages. Readers should be aware that Internet Web sites off ered as citations and/or sources for further information may have changed or disappeared between the time this was written and when it is read. Jossey-Bass books and products are available through most bookstores. To contact Jossey-Bass directly call our Customer Care Department within the U.S. at 800-956-7739, outside the U.S. at 317-572-3986, or fax 317-572-4002. Wiley also publishes its books in a variety of electronic formats and by print-on-demand. Not all content that is available in standard print versions of this book may appear or be packaged in all book formats. If you have purchased a version of this book that did not include media that is refer- enced by or accompanies a standard print version, you may request this media by visiting http:// booksupport.wiley.com. For more information about Wiley products, visit us www.wiley.com. Library of Congress catalogue-in-publication data has been applied for. ISBN: 978-1-118-34051-6 (print); ISBN: 978-1-118-44224-1 (ebk), ISBN: 978-1-118-44228-9 (ebk), ISBN: 978-1-118-44230-2 (ebk) Printed in the United States of America FIRST EDITION HB Printing 10 9 8 7 6 5 4 3 2 1 ffirs.indd vi 14/08/12 11:53 AM Contents Foreword by Tony Hsieh ix 0 The Renegade Way 1 Rule 1 Be the Media 19 Rule 2 Show Some Skin 33 Rule 3 Unmask Your Motives 51 Rule 4 Get Comfortable Being Uncomfortable 69 Rule 5 Ask Forgiveness Rather Than Permission 91 Rule 6 Consensus Is the True Authority 111 Rule 7 There’s a New ROI in Town 133 Rule 8 The Act of Good Can Be Scaled 149 The Next Chapter 171 Appendix A: Digital Royalty’s Core Values 178 Appendix B: Lessons Learned 180 Notes 183 Acknowledgments 185 The Author 189 Index 191 vii ftoc.indd vii 14/08/12 11:54 AM To my Dad, my mentor renegade. I’m forever grateful that you took me straight to the top of the double black diamond that day and made me skip the bunny slope. And to you, Mom, thank you for your constant empowerment. You’re the most positive person I know. I love you both. ftoc.indd viii 14/08/12 11:54 AM Foreword my Jo Martin and I fi rst “met” on Twitter when she was working with the Phoenix Suns. As luck would have it, I was scheduled to Aattend 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 con- ference 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 fi rst meeting in real life, Amy Jo let me know she was ven- turing 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 part- ner together in a much bigger way: by investing in Digital Royalty through VegasTechFund, the technology and start-up investment arm of our $350 mil- lion 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 ix flast.indd ix 14/08/12 11:54 AM FOREWORD empower people to follow their passions to create a vibrant, connected urban core. We are focused on accelerating community, accelerating serendipity, and accelerating learning. I’ve witnessed Digital Royalty’s growth over the past several years and am excited about the potential of Digital Royalty University. We are always inter- ested in improving how people learn and are excited about its prospects for growth and contribution to community, serendipity, and learning. When I fi rst met Amy Jo several years ago, I asked her: “Why? Why are you doing what you’re doing? Why do you want your company to get bigger?” Over time, I’ve seen her shift her mind-set and business model to be more aligned with the answer to that question to fi t her higher purpose in business and life. Amy Jo has made her mark over the past three years with her digital media agency, Digital Royalty. With this book, Renegades Write the Rules, you’ll learn about her unique story and perspective that can have an impact on your own approach to business and life as well.

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