Most businesses that struggle are unable to answer these two questions in a compelling fashion,The challenge, then, is to earn the benefit of the doubt Competition and the market are like water,If he quits now, anoints an electable successor, acts as a power broker and walks away while he can, he gets to choose his next life
The opportunity for marketers today isn't to sell more average stuff to more average people,In a forty story building, if you have to rip out all the drywall, this is a multi-million dollar disaster Instead of arguing for a course of action based on the status quo or your emotional gut, describe the theory of the case,In the developing world, there's often a sharp dividing line between the elites and everyone else
But it makes it virtually impossible to govern,Is it an expense or an asset? Is it a tax or an opportunity? Is it an investment or a risk? You can optimize your presentation style to close more sales or change more minds,It seems, though, that the growth industry of our generation is surfing
Building a brand people trust is an asset,It's possible to achieve both, but not easy Lots of books cross my desk, and I think Amazon has me down as customer of the year,As marketers, we can often change the circumstances
You don't help people out in a forum to build a freelance business,If you drive to the customs warehouse and pick up that rug that just arrived, you can bet it's a lot cheaper Instead, she could make a great living coordinating, organizing, introducing and leading a thousand or ten thousand true fans,The worst kind of frightened person is one with power
