Build It, And They Will Come" Only

Now For The First Time, You Can Choose Yourself. You Can Be Responsible For What You Do And How You Do It. You Have To Do The Hard Work Of Finding And Pleasing An Audience.

If Your Project Or Organization Depends On Knowing Things That Other People Don't Know (but Could Find Out If They Wanted To), Your Days Are Probably Numbered. Ask A Travel Agent The Alternative, While Difficult, Is Obvious. Provide Enough Non-commodity Service And Customization That It Doesn't Matter If The Ideas Spread. In Fact, It Will Help You When They Do.

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.

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.

Basically You Create Your Experience Through Your Beliefs About Yourself And The Nature Of Reality. Another Way To Understand This Is To Realize That You Create Your Experiences Through Your Expectations.