And if you're selling unmeasurable media? Don't try to sell to people who are obsessed with measuring,It took thirteen years to build the Brooklyn Bridge and more than twenty-five laborers died during its construction I'm talking about learning to see what others see,If they weren't, they wouldn't still be here
Middlemen add value when they bring taste or judgment or trust to bear on a transaction that isn't transparent,The recipient of your work doesn't care that you are also capable of doing other things Just like every powerful tool, the impact comes from the craftsman, not the tool,Each person is responsible to do two things each day:
Other businesses, like Amazon, do better when they have lots of competition,It creates meaning and momentum and structure We don't need more gossip sites from celebrity magazine editors,The biggest problem marketers make is misjudging their audience
In fact, don't just do it with Linchpin, do it with all the books that have changed you, regardless of author or age,If it's not working, harder might not be the answer The problem isn't the consultant, it's the fact that if you have to search for a brand essence, you're unlikely to find one,No sense putting more on that pizza, sending more staff to that event, answering the phone in fewer rings
Why spend $10,000 to do a photo shoot for a magazine? After all, all your profit is in the ads,And it��s unclear whether someone will charge to tell me that or will pay to tell me that While aesthetically important, design in this case is just a matter of taste, not measurable revenue,Email this ? Subscribe to this feed ? Share on Facebook
