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It’s better to be first in the prospect’s mind than first in the marketplace. Which, if anything, understates the importance of being first in the mind. Being first in the mind is everything in marketing. Being first in the marketplace is important only to the extent that it allows you to get in the mind first.
The 22 Immutable Laws of Marketing
Al Ries
Many years after reading High Output Management, I met Andy for the first time. Upon seeing him, I was so excited that I immediately blurted out how much I loved the book. In classic Andy Grove style, he shot back: “Why?” I did not expect that. I thought that he would say, “Thank you” or “I appreciate that,” but not “Why?” But that was Andy. He was always teaching and always expecting more from every student.
High Output Management
Andrew S. Grove
It’s worth noting that each of these prospects have a different buying threshold. In my experience, demand for services is non-linear. Instead, I’ve found demand to be fractal (80/20). In other words, one fifth of the prospects are willing to pay five times the price (or more).
$100M Offers: How to Make Offers So Good People Feel Stupid Saying No
Alex Hormozi
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