... 1 02 Creativity, 128 –1 32 Credibility, 190Crises, impact of, 166Criticism, impact of, 66, 91– 92 Curiosity, 83, 1 02 Customer contact, 185–186, 20 0 21 8 INDEXccc_hilicki_ind _21 7 -22 1.qxd 11 /22 /04 11 :28 ... pretending to be some- 20 8 MAY I HAVE YOUR ATTENTION, PLEASE? ccc_hilicki_ch10_196 -21 0.qxd 11 /22 /04 11 :24 AM Page 20 8one else. It may cause ridicule. It may be awkward. Fitting in can beeasier. ... 106, 126 , 175 22 0 INDEXccc_hilicki_ind _21 7 -22 1.qxd 11 /22 /04 11 :28 AM Page 22 0About the Author 22 2Chris Hilicki is an expert brand builder, founder of DalmatianPress (one of the nation’s...