📚 Edwin's Highlights

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Does this theory work in practice? Continuing the Subaru example5, the advertisements above are about being low-cost but practical. These are attributes valued by many people. But in the 1990s, sales were in decline, so they researched which consumer segments were most likely to buy a Subaru. They found five categories: Teachers, healthcare professionals, IT professionals, “outdoorsy types,” and lesbians. Lesbians were the strongest category—four times more likely to buy.

Selling to Carol: Why Targeting an ICP Brings 10x More Customers Than You Expected

longform.asmartbear.com

To make something good, just do it. To make something great, just redo it redo it, redo it. The secret to making fine things is in remaking them.

Excellent Advice for Living

Kevin Kelly

As a Result: The Industry’s Traditional “Off-Limits-for-Two-Years” Rule How long should a retainer recruiter have to consider a client’s employees “off-limits,” after being paid for a consulting assignment? For a while, at least. But certainly not forever. Over the years, most of the retainer recruiting profession has always upheld the industry’s traditional “Two Years Rule.” Its essence: For two years after accepting a retainer fee to strengthen a client company’s management team, the ethical firm will not weaken that team by recruiting away any of the client company’s people.

Rites of Passage at $100,000 to $1,000,000+

John Lucht

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