Connect, Create Meaning, Make A Difference, Matter,

The Mistake So Many Marketers Make Is That They Conjoin The Urgency Of Making Another Sale With The Timing To Earn The Right To Make That Sale. In Other Words, You Must Build Trust Before You Need It. Building Trust Right When You Want To Make A Sale Is Just Too Late.

Decide, Before You Start, That You're Going To Change Three Things About What You Do All Day At Work. Then, As You're Reading, Find The Three Things And Do It. The Goal Of The Reading, Then, Isn't To Persuade You To Change, It's To Help You Choose What To Change.

It's Human Nature To Quit When It Hurts. But It's That Reflex That Creates Scarcity.

Not Changing Your Strategy Merely Because You're Used To The One You Have Now Is A Lousy Strategy.

Market-driven Design Builds The Success Of The Product's Marketing Into The Product Itself.