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I did not set out to build a big company. I actually wanted to be a software designer. I saw having a company not exactly as being a necessary evil, but there wasn't a good alternative. My experience had convinced me that being a program author and having somebody else publish it wouldn't give me enough control over the process. In Hollywood, the very successful directors like Steven Spielberg quickly understood that they also needed to be producers and have their own studio in order to retain control. It was a similar thing.
Founders at Work
Jessica Livingston
How To Make Your Decoy Offer. Offer fewer components, older models, or fewer personalized versions of your premium offer. Also, remove any guarantees. Your Attraction Offer only has to get leads to engage. Nothing more.
Advertise Benefits Not The Features. We want to sell them on the dream outcome. We advertise a transformation in 21 days, not workouts and meal plans. Leads get specific product details in the sales presentation, not in the advertising! Private jets and rowboats can both get you to an exotic island, but the premium option is certainly more enjoyable.
$100M Money Models: How to Make Money
Alex Hormozi
The basic issue in marketing is creating a category you can be first in. It’s the law of leadership: It’s better to be first than it is to be better. It’s much easier to get into the mind first than to try to convince someone you have a better product than the one that did get there first.
The 22 Immutable Laws of Marketing
Al Ries
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