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Expose yourself to angry mobs of uninformed, easily manipulated protesters and you'll want to join a mob,We pay attention to the loud and the urgent They push backwards, try to slow it down, fight the rotation,they'd rather convert a new customer than revisit an old one
Expose yourself to metrics about your brand or business or performance and you'll work to improve them,Most of us can't possibly be pure extremists or true fundamentalists, so we draw the line somewhere in the middle and then they embrace the process and just walk and it works,A cubicle worker, on the other hand, might focus on no one but the boss, at the expense of broadening her platform
We have beta-testers like Allstate and Molson and Home Depot that see the value of showing up where the conversation is happening,One side thinks they have figured out a solution So, after asking, clearly, twice, I sat down,I have no patience for bureaucracies that proclaim that they are unable to innovate
Another example: if you have high-value customers, you should never give them a mass Survey Monkey type survey,Or you can replace every 40 mpg car with a car that gets 75 mpg, an increase of 35 miles for every gallon driven Same company, same pitch, very different results,Fear is a powerful driver of decisions Without fear, no one would use seatbelts
Better is trickier than more because people have trouble visualizing themselves doing better,Loyal customers understand that there's almost always something better out there, but they're not so interested in looking Inspired by a talk I gave yesterday at the BOS conference,The second method challenges the fear and announces that you've abandoned the resistance and instead prepared to ship
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Obviously, t-shirts are very different than SUVs, but the concept is the same,Painless and quick are rarely associated with 'successful We keep adding all this power to the web, but with the power seems to come complexity,The true believers are in our faces every day
There are more than 100,000 published authors in the US,It's easier to stand by and watch the company fade into oblivion 99 people out of a hundred take one or two packets of sauce,It's a hard road to be that authentic, that driven, that certain
As you sell out and permit yourself to be gamed, you make it more and more likely that consumers won't be influenced by you,I'm hoping you can take a look at these two free opportunities: The key in understanding someone's actions is understanding their agenda,And one way to get that permission is to have a culture in which surfers agree to pay attention in exchange for great content
