[The Law of Sacrifice] You have to give up something in order to get something
[...] If you want to be successful today, [companies] should give something up. There are three things to sacrifice: product line, target market, and constant change [...] reduce the product line, not expand it [...] the second sacrifice, target market. Where is it written that [companies] have to appeal to everybody? [...] The target is not the market. That is, the apparent target of [the company's] marketing is not the same as the people who will actually buy the product [...] the third sacrifice: constant change. Where is it written that [companies] have to change [their] strategy every year at budget review time? If [companies] try to follow the twists and turns of the market, [they] are bound to wind up off the road.
The best way to maintain a consistent position is not to change it in the first place.
Ego is the enemy of successful marketing. Objectivity is what’s needed. When people become successful, they tend to become less ...
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.
(...) the key is to get the whole story into the headline but leave out just enough that people will want to click.
As customers, what we crave more than the commodity we think we are paying for is to be understood.
What we want more than a reliable ride to our destination, a comfortable bed for the night, or even a book we can get our teeth into, is to really be seen.
What we want more than responsive organizations is personal relevance.
The value isn't just in the data that businesses collect. What counts is how they use it to make our lives better.
(…) a phenomenon we call the endowed progress effect, whereby people provided with artificial advancement toward a goal exhibit greater persistence toward reaching the goal.
By converting a task requiring 8 steps into a task requiring 10 steps but with two steps already complete, the task is reframed as one that has been undertaken and incomplete rather than not yet begun. This increases the likelihood of task completion and decreases completion time.
Source : The Endowed Progress Effect: How Artificial Advancement Increases Effort, 2006, Journal of Consumer research