Talented communicators create value out of esoteric or everyday products
The most inspiring communicators share this quality - the ability to create something meaningful out of esoteric or everyday products.
Starbucks do not sell coffee, they sell a third place
Financial guru Suze Orman does not sell trusts and mutual funds, she sells the dream of financial freedom.
Steve Jobs does not sell computers. He sells tools to unleash human potential.
Nike does not sell sports equipment, the brand is your side fighting adversity
Focus is saying no to 1,000 good ideas.
Every time I read a management or self-help book, I find myself saying, “That’s fine, but that wasn’t really the hard thing about the situation.” The hard thing isn’t setting a big, hairy, audacious goal. The hard thing is laying people off when you miss the big goal. The hard thing isn’t hiring great people. The hard thing is when those “great people” develop a sense of entitlement and start demanding unreasonable things. The hard thing isn’t setting up an organizational chart. The hard thing is getting people to communicate within the organization that you just designed. The hard thing isn’t dreaming big. The hard thing is waking up in the middle of the night in a cold sweat when the dream turns into a nightmare.
The last 10% is 90% of the work.