Start telling the stories that only you can tell, because there’ll always be better writers than you and there’ll always be smarter writers than you. There will always be people who are much better at doing this or doing that — but you are the only you.
The amount spent, annually, by U.S. companies on field sales efforts is 3X their spending on all consumer advertising, more than 20X the spend on all online media, and more than 100X what they currently spend on social media. Selling is, by far, the most expensive part of strategy implementation for most firms.
There are essentially two things that will make you wise — the books you read and the people you meet.
If you aren’t in over your head, how do you know how tall you are?
People learn by comparison.
They learn by comparing new things to the things they already know. That’s why redefining a category is much easier than creating a new one.
When you position your product in an existing category you’re essentially saying “it’s like something you already know but better”.
When you try to create a new product category you’re essentially saying “it’s like nothing you’ve ever seen before”.
That’s a provocative statement, but hard to learn by.
Do small things with great love.
It can be easy to settle on something that feels right. Something that seems to make sense of all the confusion.
You’ll feel relief when you get to this point. You’ll think you’ve cracked it. You’ll feel good.
But then you have to take a step back from what feels really good and ask:
But is it great?