About this book – how to get what you want from it
This book has five elements. There’s the full version of HEMP, divided into fifteen chapters. As some of these will be more relevant to some readers than others, there’s a synopsis of each chapter as well. It’s quite alright to skip things which others might need to learn or relearn. A single case study of Redcup, a real company who created a very successful HEMP, is contained within each chapter. And there’s “HEMP in Action” – examples of brilliant communications to help inspire you. At the end of the book you’ll find HEMP lessons which reveal things several companies discovered about themselves following completing their HEMP. Their examples should be motivating for many businesses.
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