Tough Love is a business book masquerading as a screenplay, conceived of and written by marketing strategist John Moore.  Injected throughout the storyline are breakout business lessons and thought-provoking business advice. Tough Love is entertaining, insightful, and tactical. Both the format and the content inspires readers to think and act in positive ways to address universal business issues.

ABOUT THIS PROJECT:
You have known ChangeThis up until this point as a vehicle for moving actionable ideas in monthly issues of free manifestos. This is our first foray into offering a full-length book for download, and our first offer for sale.

We were pleased to be able to team up with John Moore in this endeavor, as talented a writer and fresh a thinker as there is in business today. As you'll see, the piece of work he provided is truly unique, and we're honored he chose ChangeThis as his vehicle of distribution.

Galaxy Coffee’s CEO announces his retirement and hands over the leadership reigns of the company to his trusted long-time cohort, Henry Olsen, and a long-time Galaxy employee, Shelley Day.

While Henry Olsen runs the show at Galaxy, the economy turns sour and the Galaxy business suffers dramatically. Within a year, Galaxy’s stock price has lost 35% in value and the previous CEO returns to right the wayward ship. He makes swift changes, including firing Henry Olsen.

During this time, Galaxy Coffee marketers, including main character Vivian Kane, spend a weekend together reliving old times and dissecting how Galaxy Coffee has lost its once golden roots. 

Despite the laser-focus on improving the Galaxy business, the CEO cannot right the wayward ship. He is forced to layoff thousands of employees and close hundreds of stores. 

Throughout the turmoil inside Galaxy Coffee, Vivian tries her best to be optimistic. Eventually, Vivian has had enough and she resigns. But before she resigns, Vivian contributes to a chain of events that forever changes her life, the CEO’s life, and the life of Galaxy Coffee.

If you're still thinking, "wait a minute...a business screenplay???" here's a taste of what it's like: TOUGH LOVE: Scripting the Drive, Drama, and Decline of Galaxy Coffee

  

John Moore is a marketing strategist. From 1994 through 2004, John designed and implemented marketing programs for both Starbucks Coffee and Whole Foods Market. He now operates the Brand Autopsy Marketing Practice, a consultancy helping businesses profit by marketing with passion and purpose. A long-time believer in word-of-mouth marketing, John also puts his experience to good use as the Word of Mouth Marketing Association’s “Chief Evangelist.” In this role, John educates and motivates businesses to use word-of-mouth and social media marketing effectively and ethically. He is also the author of the well-read Brand Autopsy blog and the author of TRIBAL KNOWLEDGE, a business management book.