If You Need To Conceal Your True

Traditional Sales And Marketing Involves Increasing Market Shares, Which Means Selling As Much Of Your Product As You Can To As Many Customers As Possible. One-to-one Marketing Involves Driving For A Share Of Customer, Which Means Ensuring That Each Individual Customer Who Buys Your Product Buys More Product, Buys Only Your Brand, And Is Happy Using Your Product Instead Of Another To Solve His Problem. The True, Current Value Of Any One Customer Is A Function Of The Customer's Future Purchases, Across All The Product Lines, Brands, And Services Offered By You.

If It's Work, We Try To Figure Out How To Do Less, If It's Art, We Try To Figure Out How To Do More

Put Aside Your Need For A Step-by-step Manual And Instead Realize That Analogies Are Your Best Friend.

Sign Your Work...if You're Not Proud Of It, Don't Ship It. If You Are, Sign Your Work And Own The Results. We'll Know Who To Thank. If You Work For A Place Where Work Goes Unsigned (internally, In Particular) It's Worth Asking Why.

Ideas That Spread Win.