13. • My advice for anyone trying to succeed
is, make the highest-end product you
can, and then target the tiny handful of
people-
the microaudience- who are likely to
buy it.
14. • Forget the masses. Targeting the latter is too
much like trying to win the lottery- though
great when it happens (however unlikely),
there are just too many damn variables
outside your control.
18. Word of mouth is generated by
surprise and delight or anger.
You don't win because you did a good
job, you win because you dramatically
exceeded expectations.
20. HIRING Research Engage Hiring
PROCESS Decision
Job Seeker Enter Build relationship; Get hired
consideration set Persuade to hire
Employer Collect Info Assess Options; Hire a candidate
Get more info
21. Zero Moment of Truth
The moment you check online for reviews or additional
information before you make a decision about a product or
service.
The ZMOT occurs when a person checks a movie’s reviews
before buying tickets, or compares hotel reviews before finally
making a decision about that romantic getaway.