STEVE KRUG ~ DON’T MAKE ME THINK REVISITED ~ 2014

~ KFLOU-DMMT ~ Krug’s First Law Of Usability – Don’t Make Me Think

~ AAR-PDLTPOHTDT ~ As A Rule – People Don’t Like To Puzzle Over How To Do Things

~ TFTTPWBTSDCETMTO ~ The Fact That The People Who Built The Site Didn’t Care Enough To Make Things Obvious

~ WDMOC-W-S-WCTFRO ~ We Don’t Make Optimal Choices – We – Satisfice – We Choose The First Reasonable Option

~ KSLOU-IDMHMTIHTC-ALAECI-M-U-C ~ Krug’s Second Law Of Usability – It Doesn’t Matter How Many Times I Have To Click – As Long As Each Click Is – A – Mindless – Unambiguous – Choice

~ KTLOU-GROHTWOEP-TGROHOWL ~ Krug’s Third Law Of Usability – Get Rid Of Half The Words On Each Page – Then Get Rid Of Half Of What’s Left

~ TMTYNTKAIITNOIGTRT-ALNUARAA-‘MT’-HF ~ The Main Thing You Need To Know About Instructions Is That No One Is Going To Read Them – At Least Not Until After Repeated Attempts At – “Muddling Through” – Have Failed

~ NBAGT!(TM) ~ Nothing Beats A Good Tagline!(TM)

~ ‘OT-ICTO-CEO-IAD-S-WHTAI’ ~ “Oh That – It Came To Our – CEO – In A Dream – So – We Had To Add It”

~ T-BSVOTT-TWSPCATFOWIIAHTUI-TNSFI ~ Testing – Build Some Version Of The Thing – Then Watch Some People Carefully As They Figure Out What It Is And How To Use It – There’s No Substitute For It

~ YACBTROTT ~ You Actually Can Be Too Rich Or Too Thin

ARLENE DICKINSON ~ PERSUASION ~ COLLINS ~ 2011

~ PIAAR ~ Persuasion Is All About Relationship

~ A/H/R ~ Authenticity / Honesty / Reciprocity

~ P-IT-H-S-PO-MS-I ~ Persuasion – Is The – Honest – Shared – Pursuit Of – Mutual Self-Interest

~ YSAFFTAQ ~ You Should Always Feel Free To Ask Questions

~ ATTBWO:APTI-OAT-O-WTEITBACLTWOO ~ Another Thing To Be Wary Of: Any Process That Isn’t – Open And Transparent – Or – Where The Expert Is Tucked Behind A Curtain Like The Wizard Of Oz

~ TFT-PYRHBIS-CBAPS-B-INAATYCS-DD ~ The Fact That – People You Respect Have Bought Into Something – Can Be A Promising Sign – But – It’s Never An Indicator That You Can Skip – Due Diligence

~ A-SMC-IT-SQN-O-DB-A-WO-YDHMHOBMP ~ A – Strong Moral Compass – Is The – Sine Qua Non – Of – Doing Business – And – Without One – You Don’t Have Much Hope Of Becoming More Persuasive

~ TBY-YHTKWRMTY-A-WYW ~ To Be Yourself – You Have To Know What Really Matters To You – And – What You Want

~ AIR ~ Authenticity Inspires Respect

~ TAWTTAOV:NAWBAPOETIEC-ATAP-SOP ~ There’s Another Way To Think About Our Vulnerabilities: Not As Weakness But As Points Of Entry That Invite Emotional Connections – And Therefore As Potential – Sources Of Power

~ OPSAIWWA-BIDLWWCB ~ Our Past Shapes And Influences Who We Are – But It Doesn’t Limit Who We Can Become

~ GAD-ATEO-PP-B-WYWONSTM-ICCYJ ~ Greed And Desperation – Are The Enemies Of – Principled Persuasion – Because – When You Want Or Need Something Too Much – It Can Cloud Your Judgment

~ ENTHCDLTWNC-NMWOTOS ~ Everyone Needs To Have Clearly Drawn Lines They Will Not Cross – No Matter What’s On The Other Side

~ Y-H-ETY-HAC-APAC-A-IHIATTOP-TIITH ~ Your Honesty Establishes That You’re – Human And Confident – A Pretty Appealing Combination – And If Honesty Isn’t Appealing To The Other Party – That’s Important Information To Have

~ BYCPAE-YHTPY-F-WHCARWPOWCDT ~ Before You Can Persuade Anyone Else – You Have To Persuade Yourself – Frequently – We’re Highly Creative And Resourceful When Persuading Ourselves We Can’t Do Things

~ YCTYT-LFO-IOTYYFIO ~ You Can Train Yourself To – Look For Opportunity – Instead Of Telling Yourself You Face Impossible Odds

~ YCPYTC-OP-NP ~ You Can Persuade Yourself To Concentrate – On Potential – Not Problems

~ YCVSA-ACTDD-NAPTYDHWITTS ~ You Can View Setbacks As – A Challenge To Dig Deeper – Not As Proof That You Don’t Have What It Takes To Succeed

~ BALHOWMYPOBYEEOYM-BYUAW-YNTP-YNTFOWDTOP-WMT?-WDTW? ~ But At Least Half Of What Makes You Persuasive Occurs Before You Ever Even Open Your Mouth – Before You Utter A Word – You Need To Prepare – What’s Motivating Them? – What Do They Want?

~ TPOP-INTCOAA-K-I-A-TPI-TGYECTOYMAKYMSACMITPOP ~ The Point Of Preparation – Is Not To Come Off As A – Know-It-All – The Point Is – To Give You Enough Confidence To Open Your Mind And Keep Your Mouth Shut At Crucial Moments In The Process Of Persuasion

~ L-ITKTUWOPWAN-AT-TFOTPOP ~ Listening – Is The Key To Understanding What Other People Want And Need – And Therefore – The Foundation Of The Process Of Persuasion

~ A-P-INA-SS-IA-C-A-TPIT-EAL-NTTAS ~ A – Pitch – Is Not A – Sales Spiel – It’s A – Conversation – And – The Purpose Is To – Engage And Learn – Not To – Talk And Sell

~ LT-L-I-TSMISYNTMIOTBMP ~ Learning To – Listen – Is – The Single Most Important Skill You Need To Master In Order To Become More Persuasive

~ TASBTSWYN-YNTLAOSFAM-WEFAWAWTMOC-ASAYBE-YRTYPTNF-TLYRS-TMLTOPITC ~ There’s A Significant Benefit To Silence When You’re Negotiating – You Need To Let An Offer Sit For A Minute – Without Explaining Further And Without Appearing Willing To Move Or Compromise – As Soon As You Begin Elaborating – You Reveal That You’re Prepared To Negotiate Further – The Longer You Remain Silent – The More Likely The Other Person Is To Compromise

~ CYEATD-YFTOTDAIMC-IMETUWDOPATFOHTMTGCWY ~ Check Your Ego At The Door – You’re Free To Observe The Dynamics And Interactions More Closely – It’s Much Easier To Understand What’s Driving Other People And To Figure Out How To Make Their Goals Compatible With Yours

~ IYCTA-P-IA-D-YGITLOCTKOCTWHYBMP ~ If You Can Turn A – Pitch – Into A – Dialogue – You Greatly Increase The Likelihood Of Creating The Kind Of Connection That Will Help You Be More Persuasive

~ LTTW-ATTHTS-STASDB-WBS-A-WTPSIIRTA ~ Listen To The Words – And Try To Hear The Subtext – Sometimes There’s A Significant Difference Between – What’s Being Said – And – What The Person Saying It Is Really Thinking About

~ FOTEDTC ~ Focus On The Emotion Driving The Conversation

~ EINANITW-DWMPB ~ Empathy Is Not A Negative In The Workplace – Despite What Many People Believe

~ ITAEITR? ~ Is There An Elephant In The Room?

~ RWYH-YWAL-BO-A-IYTOTS ~ Recap What You’ve Heard – You Were Actually Listening – Be Objective – And – Include Your Take On The Situation

~ FO-B-TTOP-NF ~ Focus On – Benefits – To The Other Party – Not Features

~ KIS-MTSMCDNMYSMI ~ Keep It Simple – Making Things Sound More Complicated Does Not Make You Sound More Intelligent

~ AGPTPOAJ ~ A Great Pitch Takes People On A Journey

~ DSOYOM-WYKPI-YWTBVSYHETTSI-BSTSOBRATS ~ Don’t Step On Your Own Message – Whatever Your Key Point Is – You Want To Be Very Sure You Have Enough Time To Say It – Be Sure To Spell Out Benefits Right At The Start

~ S-WAWSS-IGNR-B-TML-WAMSTEST-ISATACOAIS ~ Sometimes – When A Woman Says Something – It Gets No Response – But – Two Minutes Later – When A Man Says The Exact Same Thing – It’s Suddenly As Though A Choir Of Angels Is Singing

~ YNTMSTYPIABHAU ~ You Need To Make Sure That Your Pitch Is Actually Being Heard And Understood

~ KYM-SAC-GIOE-A-FOTBTTOP ~ Keep Your Message – Simple And Clear – Get It Out Early – And – Focus On The Benefits To The Other Party

~ LYPST ~ Let Your Personality Shine Through

~ YMHMTOTYT ~ You May Have More To Offer Than You Think

~ TGU-YNTBWTTR ~ To Get Unstuck – You Need To Be Willing To Take Risks

~ TSO-WWR-WWW-A-WYCDDNT-BMPIAOPWYALACAI ~ Taking Stock Of – What Went Right – What Went Wrong – And – What You Could Do Differently Next Time – Becoming More Persuasive Is An Ongoing Project Where You’re Always Learning And Can Always Improve

~ BAGL-EIIWAFF ~ Be A Gracious Loser – Even If It Wasn’t A Fair Fight

~ DPF(EWIP)-DTITH ~ Don’t Personalize Failure (Even When It’s Personal) – Don’t Take It To Heart

~ MM-IMHT-AND ~ Making Mistakes – Is More Honourable Than – Attempting Nothing Difficult

~ HYTAYMIFP-VMALORTF-YWAPBLT ~ How You Think About Your Mistakes Influences Future Performance – View Mistakes As Learning Opportunities Rather Than Failures – You Will Actually Perform Better Long Term

~ IYCAT-YMAM-YMMAEBO ~ If You Can’t Accept That – You’ve Made A Mistake – You May Make An Even Bigger One

~ TWBOO ~ There Will Be Other Opportunities

~ DODAFWHYWNT-FOLL ~ Dwelling On Disappointment And Failure Won’t Help You Win Next Time – Focus On Lessons Learned

~ WYW-YSGTTS-P-MP-YDWYL-WWW?-WWW?-WCUDEB? ~ When You Win – You Should Go Through The Same – Post-Mortem Process – You Do When You Lose – What Went Well? – And – What Went Wrong? – What Could You Do Even Better?

~ P-DCWAC-A-YBBSYD ~ Persuasion – Does Come With A Cost – Accountability – You’d Better Be Sure You Deliver

~ OYM ~ Own Your Mistakes

~ IYHTE-DSG ~ If You Have To Exit – Do So Gracefully

~ INTLTCYL-B-THPTSOTIOYPIAAY-WIW-APSW-Y ~ It’s Never Too Late To Change Your Life – But – The Hardest Person To Sell On The Idea Of Your Potential Is Almost Always Yourself – Which Is Why – All Persuasion Starts With – You

GUY HARRISON ~ HOW TO THINK LIKE A SCIENTIST ~ THINK BEFORE YOU LIKE ~ 2017

~ RLAS-PATBMADIM-AGIATATATM-AASSWSYWOSM ~ React Like A Scientist – Pause And Think Before Making Any Decisive Intellectual Moves – Avoid Granting Immediate And Total Acceptance To Anything That Matters – Adopting A Scientific Stance Will Serve You Well On Social Media

~ DYR-THTITHBCBTUWICTSI-PL;PBC;AETMSAHAUOGFW ~ Do Your Research – The Hard Truth Is That Human Beings Cannot Be Trusted Unconditionally When It Comes To Sharing Information – People Lie; People Become Confused; And Even The Most Sensible And Honest Among Us Often Get Facts Wrong

~ CUWYOHOT-TTEHACMBTOF-S-IPEFAIOC-TNTDTDWOTIMLTBT ~ Come Up With Your Own Hypothesis Or Theory – Try To Explain How A Claim Might Be True Or False – Speculate – Image Possible Explanations For An Idea Or Claim – Then Narrow Them Down To Determine Which Of Them Is More Likely To Be True

~ CYOEOT-FOHTTACCBD-BIIDMOTN-FOIOHATOITT ~ Conduct Your Own Experiment Or Test – Figuring Out How To Test A Claim Can Be Difficult – But It Is Doable More Often Than Not – Find Out If Others Have Already Tested Or Investigated The Topic

~ SYC-NITTAOPTLFEIYR-SYCW-TS-MS-PYK ~ Share Your Conclusion – Now It’s Time To Ask Other People To Look For Errors In Your Reasoning – Share Your Conclusion With – The Smartest – Most Sensible – People You Know

~ LO-C-C-APA-YCOD~ Let Others – Consider – Challenge – And Pick Apart Your Conclusion Or Decision

~ F-IIVTYCWIYRFOABWTCYMIN ~ Finally – It Is Vital That You Consider Whatever Input You Receive From Others And Be Willing To Change Your Mind If Necessary

~ IS-POAMOAF-IYR-DBTIOO-BGTYHBGTCTMALCT-TAR ~ If Someone – Points Out A Mistake Or A Flaw – In Your Reasoning – Don’t Be Too Irritated Or Offended – Be Grateful That You Have Been Given The Chance To Move A Little Closer To – Truth And Reality

ARLENE DICKINSON ~ ALL IN ~ 2013

~ TBA-E-ITPADWEYHAATYA-TANH-M-YHTB-AI ~ To Be An – Entrepreneur – Is To Pursue A Dream With Everything You Have And All That You Are – There Are No Half-Measures – You Have To Be – All In

~ GUTBM ~ Get Used To Being Misunderstood

~ LTF-VO-TOTTNYALYW-WB-TFIYB ~ Light The Fire – Very Often – The Only Thing To Nourish You And Light Your Way – Will Be – The Fire In Your Belly

~ ARH ~ A Rebel Heart

~ FCBAEM-TTITMIYFIOYE-A-FWTHIGP-NBPBI ~ Fear Can Be An Excellent Motivator – The Trick Is To Make It Your Friend Instead Of Your Enemy – And – Find Ways To Harness Its Galvanizing Power – Not Be Paralyzed By It

~ MTTR:R/R/R ~ Mastering The Three Rs: Roadblocks / Rejection / Resilience

~ H-‘N’-OAO-CBS-D-O-ICBTMOY ~ Hearing – “No” – Over And Over – Can Be Soul-Destroying – Or – It Can Be The Making Of You

~ POTLC-IDAKFDBPWAO-OALGBTO-CC-ATHVN-SAAFOEOBS ~ Part Of The Learning Curve – Is Developing A Knack For Distinguishing Between People Who Are Offering – Or At Least Genuinely Believe They’re Offering – Constructive Criticism – And Those Who View Nay-Saying As A Form Of Entertainment Or Blood Sport

~ DF-TCP-TDSR-EWWYDIPAD-MAOOO ~ Departing From – The Conventional Path – To Do Something Risky – Especially When What You’re Doing Is Pursuing A Dream – May Alarm Or Offend Others

~ CAZO(TYRATA) ~ Cultivating A Zen Outlook (Though You’re Really A Type A)

~ DBBPALP-NIMITP-SDODSFMW ~ Distinguishing Between Big Problems And Little Problems – Nothing Is More Important Than Perspective – Survival Depends On Developing Strategies For Managing Worry

~ WICU-ISNAAPD ~ Worry Is Completely Useless – It Solves Nothing And Actually Promotes Dysfunction

~ LTETM ~ Learning To Embrace The Mess

~ TNCLTCTCFRHCSYF ~ There’s No Confidence Like The Confidence That Comes From Having Confronted Something You Feared

~ TMHIAWM-TSMTG ~ The More Honest I Am With Myself – The Stronger My Team Gets

~ TMOW/LB ~ The Myth Of Work/Life Balance

~ SD-TIT ~ Slow Down – Think It Through

~ BTIO-A-TTUO ~ But There’s Informed Optimism – And – Then There’s Uninformed Optimism

~ DYHYJ?-ODYWTBANL?-IAR-R-BITTTSABWYPGITETHYIN ~ Do You Hate Your Job? – Or Do You Want To Build A New Life? – It’s A Really – Really – Bad Idea To Try To Start A Business When Your Primary Goal Is To Escape The Hell You’re In Now

~ CYHC? ~ Can You Handle Criticism?

~ DYHFIY? ~ Do You Have Faith In Yourself?

~ TBWITWTWBFY ~ The Best Way Is The Way That Works Best For You

~ TTATALOFIT-YJITU-TNPWTF-100%R ~ The Thing About Taking A Leap Of Faith Is That – You’re Jumping Into The Unknown – There’s No Possible Way To Feel – 100 Percent Ready

~ F-A-S-O-A-GAA ~ Feeling – Afraid – Stressed – Overwhelmed – And – Going Ahead Anyway

~ ETE-AH-N-O-H-H-M-BYGTA-Y ~ Expect To Encounter – A Hundred – No’s – Or – Half-Hearted – Maybe’s – Before You Get To A – Yes

~ U-YARE-NS-DNVA ~ Unless – You’re A Raging Egomaniac – Nagging Self-Doubt Never Vanishes Altogether

~ SEPT-‘G’-Y ~ Stop Expecting People To – “Get” – You

~ MSWFY ~ Make Your Schedule Work For You

~ BPARS ~ Business Partnerships Are Rarely Simple

~ JL-TBM-TBP-ABO-T/MR/CS/P/AAHWTWTAAD ~ Just Like – The Best Marriages – The Best Business Partnerships – Are Based On – Trust / Mutual Respect / Complementary Skills / Personalities / And A Healthy Willingness To Work Through And Address Differences

~ R-R-R-B-D-TWINWYHD-WAHIBL-BHYHTWYD ~ Really – Really – Really – Really – Bad – Days – The Question Is Not Whether You’ll Have Days – When All Hell Is Breaking Loose – But How You’ll Handle Them When You Do

~ LWAE-OLOBBPAPLCBVHOOF-WAIDIAABOBC ~ Living With An Entrepreneur – Our Lack Of Boundaries Between Personal And Professional Life Can Be Very Hard On Our Families – Who Are Inevitably Drawn Into And Affected By Our Business Choices

~ TP-OC-IT-YNARUIBSTGTJD-B-FT-IOASHTB-ALIYOM ~ The Problem – Of Course – Is That – You Need A Ramped-Up Internal Belief System To Get The Job Done – But – From There – It’s Only A Short Hop To Becoming – A Legend In Your Own Mind

~ YCEEAYTBAPAYBAYA ~ You Can’t Expect Everyone Around You To Be As Passionate About Your Business As You Are

~ SFAPOYT ~ Seeing Failure As Part Of Your Training

~ IOTTKT-F-CTYAL-B-IYDTYTGCWTT-YNBATFTLEIYF ~ It’s One Thing To Know That – Failure – Can Teach You A Lot – But – If You Don’t Train Yourself To Get Comfortable With The Teacher – You’ll Never Be Able To Face The Lessons Embedded In Your Failings

~ IYCRYEFTE-YSMCTOVAAP-A-YM-WBOF-L-N-S-P ~ If You Can Remove Your Emotions From The Equation – You’ll See More Clearly That Other Variables Are At Play – And – Your Mistakes – Will Become Opportunists For – Learning – Not – Self-Punishment

~ T-T-A ~ Try – Try – Again

~ BCWYWF ~ Be Careful What You Wish For

~ FPWTYTTA-ETYNNTHIMTE ~ Fewer People Will Tell You The Truth Anymore – Even Though You Now Need To Hear It More Than Ever

~ WYBOTSTCAWS-WI-MOAOP-YCWUFB-YSE ~ When You Binge On The Stuff That Comes Along With Success – Whether It’s – Money Or Admiration Or Power – You Can Wind Up Feeling Bloated – Yet Somehow Empty

~ IWYTBOL ~ I Wish You The Best Of Luck

TERRY O’REILLY ~ HOW TO MAKE A PERSUASIVE PRESENTATION ~ THIS I KNOW ~ 2017

~ TFRI:KYA-YHTHADUO-WYATT-IOTBR ~ The First Rule Is: Know Your Audience – You Have To Have A Deep Understanding Of – Who You Are Talking To – In Order To Be Relevant

~ YHTUTDOTR-TAAPATDPTWBJYW-KWTPR-AGD-ODTGLSFIOL? ~ You Have To Understand The Dynamics Of The Room – The Agendas At Play And The Differing Personalities That Will Be Judging Your Work – Know Where The Power Resides – A Group Decision – Or Does The Green Light Sit Firmly In One Lap?

~ YHTBIYW-YHTHADCAI ~ You Have To Believe In Your Work – You Have To Have A Deep Conviction About It

~ CAAOA-TCOTRWA-E-C-T-DSIBOAJ;JTLARHB ~ Create An Atmosphere Of Approval – Take Control Of The Room With An – Easygoing – Confident – Tone – Don’t Slip Into Business-Ese Or Advertising Jargon; Just Talk Like A Real Human Being

~ PNS-LAGS-APN-AB-AM-A-AE ~ Presentations Need Structure – Like Any Good Story – A Presentation Needs – A Beginning – A Middle – And – An End

~ PTE-IMW-T-E-SMT-LU-E-W-C-WYFTITRI-P ~ Prepare The End – In Many Ways – The – Epilogue – Should Mirror The – Lead-Up – Explain – With – Confidence – Why You Feel This Is The Right Idea – Period

~ NLTBS-SIFAPSLF ~ Never Let There Be Silence – Silence Immediately Following A Presentation Smells Like Fear

~ NTACWTT ~ Never Tell A Client What To Think

~ SI-TL-WYGAAIAM-ITFL-DBTKOPWCT-Y-FAA ~ Sell It – That’s Lunch – When You Get An Approval In A Meeting – It’s Time For Lunch – Don’t Be The Kind Of Presenter Who Can’t Take – Yes – For An Answer – If It’s Sold – Move On

TERRY O’REILLY ~ THIS I KNOW ~ 2017

~ WBAYRI?-TMIMQYASY-UYCAIC-YMWALF ~ What Business Are You Really In? – The Most Important Marketing Question You Can Ask Yourself – Until You Can Answer It Correctly – Your Marketing Will Always Lack Focus

~ ATOBIT-WYSAWPBAAATDT-C-LTSP-C-LTBS-WSR-TDOECBMA ~ A Truism Of Business Is That – What You Sell And What People Buy Are Almost Always Two Different Things – Companies – Look To Sell Products – Customers – Look To Buy Solutions – While Seemingly Related – The Definitions Of Each Can Be Miles Apart

~ TBMATBL ~ The Best Marketers Are The Best Listeners

~ MCCAWTWTS-YHTATRQTPTRA-TCTTTD-WTRWTBFY-AITAATA ~ Many Clients Can’t Articulate What They Want To Say – You Have To Ask The Right Questions That Prompt The Revealing Answers – The Clues To Their True Desires – What They Really Want To Buy From You – Are In Their Adjectives And Their Adverbs

~ YSBATSUTDPOYCIOCS-YCDPCBAP ~ You Should Be Able To Sum Up The Driving Principle Of Your Company In One Compelling Sentence – Your Core Driving Purpose Cannot Be A Paragraph

~ TTOMIAN-EEIR-IANABDRUTIOOPSPL ~ The Task Of Marketing Is A Never-Ending Exercise In Reduction – It’s About Honing A Briefing Document Repeatedly Until There Is Only One Powerful Selling Point Left

~ S-C-M-AW ~ Simple – Clear – Messages – Always Win

~ EP-DAITS-ITBTITFAETGFTFFTTS ~ Elevator Pitch – Describe An Idea To Someone – In The Brief Time It Takes For An Elevator To Go From The First Floor To The Second

~ EP-YAGUTEOOS-YCIGDTEOTO-A-TTYHITFSYAPEO ~ Escalator Pitch – You Are Going Up The Escalator On One Side – Your Customer Is Going Down The Escalator On The Other – And – The Time You Have Is The Few Seconds You Are Passing Each Other

~ A-EP-IA-FC-IIYETCOYO-WI-YS-YM-OME-YEC-HNF-NBATCOTL ~ An – Elevator Pitch – Is About – Forced Clarity – It Insists You Encapsulate The Core Of Your Offer – Without It – Your Story – Your Marketing – Or Maybe Even – Your Entire Company – Has No Focus – No Bubble At The Centre Of The Level

~ EACEOSEFT-F-S-O-T-TM ~ Everything A Company Embarks On Should Emanate From That – Fist-Slamming-On-The-Table Moment

~ T-EP-TI-AL-W-THGF ~ The – Elevator Pitch – Turns Into – A Lighthouse – Whenever – The Horizon Gets Foggy

~ WWTFI? ~ What Was The Founding Insight?

~ T-O-LP-FYTA-TCI-OFYTATIO-TWAEPISC-IAMDTOBWIHG ~ The – One-Line Pitch – Forces You To Articulate – The Core Idea – Or Forces You To Admit There Isn’t One – That’s Why An Elevator Pitch Is So Crucial – It’s A Metal Detector That Only Beeps When It Hits Gold

~ ASWI-WOTSOB-ICORP ~ A Sharply Worded Idea – Whetted On The Stone Of Brevity – Is Capable Of Remarkable Persuasion

~ EIYCIDW-CRY-EP-WMICOEBL ~ Even If Your Company Is Doing Well – Constantly Refining Your – Elevator Pitches – Will Make It Capable Of Even Bigger Leaps

~ LF-AGITM-TDITI-AMITG ~ Look For – A Gap In The Market – Then Determine If There Is – A Market In The Gap

~ TTSTIS-ITMTFYMITG-NJIUI-EITD-IPF-TB ~ The True Secret To Influencing Someone – Is To Make Them Feel Your Message In Their Gut – Not Just Intellectually Understand It – Emotion Is The Differentiator – If People Feel – They Believe

~ I-YBSWAB-WYRI? ~ If – Your Brand Story Were A Book – Would You Read It?

~ T-ATGI-A-TATST-POTPCF-TFR-BOAHCD-TS ~ The – Ability To Generate Ideas – And – The Ability To Sell Them – Plenty Of Talented People Can Fulfill – The First Requirement – But Only A Handful Can Deliver – The Second

~ TJOCT ~ The Joy Of Counterintutive Thinking

~ GMIATL-C-OOTBWTDCSITCDTOTTMNS ~ Great Marketing Is About Taking Leaps – Clearly – One Of The Best Ways To Develop Counterintuitive Strategies Is To Consider Doing The One Thing That Makes No Sense

~ II-TRM-AATRP-AETRT? ~ Is It – The Right Message – Aimed At The Right Person – At Exactly The Right Time?

~ TBWTB-HITM-IT-SSIAUV-PWET ~ The Best Way To Be – Heard In The Marketplace – Is To – Say Something In A Unique Voice – Paired With Exquisite Timing

~ DUSMAAOTS-NE ~ Don’t Use Social Misfortune As An Opportunity To Sell – No Exceptions

~ DNLYBIWTF ~ Do Not Let Your Biases Interfere With The Feedback

~ UYCSBAEJ ~ Understanding Your Customers Should Be An Endless Journey

~ TRKTWAEITMYES ~ The Real Key To Winning An Election Is To Mobilize Your Existing Supporters

~ LPBC ~ Language Precedes Behaviour Change

~ GIAV;GIE ~ Gambling Is A Vice; Gaming Is Entertainment

~ ANCFLASISS-IHTPAEDTDCTMF-RT-ASNSPPWAC ~ A Nudge Can’t Feel Like A Stone In Someone’s Shoe – It Has To Present An Easy Decision That Doesn’t Create Too Much Friction – Remember Too – A Smart Nudge Still Presents People With A Choice

~ OAOTFNS-A-TSIUHITO ~ Obstacles Are Opportunities To Find New Solutions – And – The Solution Is Usually Hiding Inside The Obstacle

~ TP-PICSO ~ Turn – Pain-Points – Into Customer Service Opportunities

~ LDVL ~ Little Details Create Loyalty

~ BPHHOTAAETS-SOACAOGUU-B-WTPAT-TOTSTA-B ~ Big Problems Have Horns On Them And Are Easy To Spot – Small Ones Are Camouflaged And Often Go Unremarked Upon – But – While These Problems Are Tiny – The Opportunities To Solve Them Are – Big

~ AFTIWF-TWATPFL-N-R-N-IMIT-YCC ~ Always Fix The Internal Workings First – Then Worry About The Public Face Later – Nothing – Repeat – Nothing – Is More Important Than – Your Company Culture

~ S-WDYSF?-IYHTATQQ-YHTHABP ~ So – What Do You Stand For? – If You Have Trouble Answering That Question Quickly – You Have A Branding Problem

~ LFTEOTFFOTT ~ Listen For The Echo Of The Founder’s Fist On The Table

~ IYWDYB-TWWHDIFY-AYDWT ~ If You Won’t Define Your Brand – The World Will Happily Do It For You – And You Don’t Want That

~ 25/8 ~ 25/8

~ MIT ~ Marketing Is Theatre

~ DWADT-SOTL ~ Don’t Whisper A Dozen Things – Say One Thing Loudly

~ TOEMMAS-M ~ The Only Effective Marketing Messages Are Single-Minded

~ CIAA-CGA-CATM ~ Creativity Is An Amplifier – Creativity Gets Attention – Creativity Amplifies The Message

~ DNAACTTAC-CIAS-TP ~ Do Not Assign A Creative Task To A Committee – Creativity Is A Small-Team Pursuit

~ C-SNB-CBTPOG-DOBACOV-O-SBA ~ Creativity – Should Never Be – Clouded By The Politics Of Groups – Drowned Out By A Cacophony Of Voices – Or – Smothered By Agendas

~ BGAEAIACI-BGWCAIF-TJNGACUWO ~ Big Groups Are Excellent At Implementing A Creative Idea – Big Groups Will Carry An Idea Far – They’re Just Not Good At Coming Up With One

~ RTWPPA ~ Reward Those Who Pay Particular Attention

~ GCRI ~ Great Companies Reward Instinct

~ TIASHIAE ~ There Is A Solution Hiding Inside Absolutely Everything

~ AIAA ~ Advertising Is An Art

~ MRAMTBB ~ Marketing Rules Are Meant To Be Broken

~ MSBAJ ~ Marketing Should Be A Joy

SCOTT GALLOWAY ~ THE FOUR ~ 2017

~ ZS ~ Zero Sum

~ CTISMTTATCTLIOTCAHTCD ~ Customers Trust It So Much That They’re Allowing The Company To Listen In On Their Conversation And Harvest Their Consumption Data

~ WTFODOO:PS ~ Without The Friction Of Deciding Or Ordering: Prime Squared

~ TMRLIIH ~ The Most Robust Logistics Infrastructure In History

~ S-TTTWSTPTT-E-C-IF-IN-STAD-B-TMC-A-IT-TBTSTO-GCAIN ~ Stores – Those Things That Were Supposed To Perish Thanks To – E-Commerce – In Fact – It’s Not – Stores That Are Dying – But – The Middle Class – And – In Turn – The Businesses That Serve That Once-Great Cohort And Its Neighborhoods

~ T’ME’-ATWIA-W-S-A-BAM-ICTS ~ The – “Multichannel Era” – A Time When Integration Across – Web – Social – And – Brick And Mortar – Is Crucial To Success

~ CWT-S-T-A-F-P ~ Customers Want To – See – Touch – And – Feel – Products

~ BE-CDW-IEV-ANPE-CFWSLT ~ Because E-Commerce Doesn’t Work – Isn’t Economically Viable – And No Pure E-Commerce Firm Will Survive Long Term

~ FAFSCABN ~ Fewer And Fewer Searches Contain A Brand Name

~ DTPAR ~ Doesn’t Talk Publicly About Robotics

~ ME-ALIT-LPPAB-T-DJBOMFL ~ Most Entrepreneurs – At Least In Tech – Leverage Processing Power And Bandwidth – To – Destroy Jobs By Offering More For Less

~ POSHJGUADWTBOTTFOHTSAMC? ~ Perhaps Our Society Has Just Given Up And Doesn’t Want The Burden Of Trying To Figure Out How To Sustain A Middle Class?

~ WCPAS ~ Warehouses Currently Posing As Stores

~ TCAI-CO-TM ~ Throwing Cash At It – Courtesy Of – The Markets

~ NH-T-S-T-O-R-T-C ~ Nobody Has – The – Scale – Trust – Cheap Capital – Or – Robots – To – Compete

~ O-G-IOOT-DS ~ Obviously – Grocery – Is One Of Those – Doomed Sectors

~ TBOTF-TR-ATWF-TU ~ The Best Of Time For – The Remarkable – And The Worst For – The Unremarkable

~ CNLGTSFP-TGTSFP-E ~ Consumers No Longer Go To Stores For Products – They Go To Stores For People-Experts

~ AOMUFG ~ Attractive Objects Make Us Feel Good

~ VI ~ Vertical Integration

~ RPAMHTACOE-TGE-AROTSDC-TWIEFLBTPGBTMMP ~ Rich People Are More Homogeneous Than Any Cohort On Earth – The Global Elite – A Rainbow Of The Same Damn Color – That’s Why It’s Easier For Luxury Brands To Permeate Geographic Boundaries Than Mass Market Peers

~ M-TBIEFTSOTPFTOCRBTA-NOTH ~ Meanwhile – The Billions In Earnings From The Sale Of These Products Follow Their Own Circuitous Routes Back To A – Network Of Tax Havens

~ IYWTSEHAAP-PLI-YHTSTLOLI-TI-IST-UBL-WAY’G’SAYBAC-YCSAAITS ~ If You Wanted To Sell Electronics Hardware As Premium-Priced Luxury Items – You Had To Sell Them Like Other Luxury Items – That Is – In Shining Temples – Under Brilliant Lights – With Ardent Young “Genius” Salespeople At Your Beck And Call – You Could Sell Almost Anything In That Store

~ EFITO$10B-I-S-A-BSB-EO$10BTF ~ Every Firm In Tech Over $10 Billion – Is – Suing – And – Being Sued By – Every Other $10 Billion Tech Firm

~ INTSTAD-BTMC-ATSST ~ It’s Not Stores That Are Dying – But The Middle Class – And The Stores Serving Them

~ DTU ~ Denting The Universe

~ T-C-T-MAASG-BIRACS ~ The – Cartel – That – Masquerades As A Social Good – But Is Really A Caste System

~ The Future Belongs To The Creative Class – Who Can Envision – Form – Function – And – People – As Something More – Beautiful And Inspiring – With Technology As The Enabler

~ RMUH ~ Relationships Make Us Happier

~ LITFOIATDANOIWHWP ~ Love Is The Function Of Intimacy And The Depth And Number Of Interactions We Have With People

~ IETBS-EWAOT-S-P-FN-A-G ~ It’s Easy To Be Skeptical – Especially With All Of The – Self-Promotion – Fake News – And – Groupthink

~ C-TF-HIT-TUOTPISG-TTA-WTESRTTDAP ~ Customers – Thus Far – Have Indicated That – The Utility Of These Platforms Is So Great – That They Are – Willing To Endure Substantial Risk To Their Data And Privacy

~ SONAI ~ Safeguards On Networks Are Insufficient

~ IYCAC-PAAOASN-YDTHYPV-BIWI ~ If You Carry A Cell Phone And Are On A Social Network – You’ve Decided To Have Your Privacy Violated – Because It’s Worth It

~ NWTSTTNBT ~ Nobody Wanted To Sleep Through The Next Big Thing

~ EO-F-C-JE-CD-ATKOS-TALOW-A-IDP ~ Editorial Objectivity – Fact-Checking – Journalistic Ethics – Civil Discourse – All That Kind Of Stuff – That’s A Lot Of Work – And – It Dents Profits

~ LNNTFN ~ Legitimate News Next To Fake News

~ TT-P-WNMTACFTRFTDTD ~ The Term – Platform – Was Never Meant To Absolve Companies From Taking Responsibility For The Damage They Do

~ IETFPT-TCTTBF ~ It’s Easier To Fool People – Than To Convince Them They’ve Been Fooled

~ RST-WWCIDBDSP-WADBDSNF-B/A/S ~ Research Shows That – What We Click Is Driven By Deeply Subconscious Processes – We Are Driven By Deep Subconscious Needs For – Belonging / Approval / Safety

~ B-AI-HBAW-IPBH-TSTMCC-IPA-C/N/TOS ~ But – AI – Has Biases As Well – It’s Programmed By Humans – To Select The Most Clickable Content – It’s Priorities Are – Clicks / Numbers / Time On Site

~ AI-IIODFN-OABTSI-BOO-OHFCCAIASIFON-AHHOTSOC ~ AI – Is Incapable Of Distinguishing Fake News – Only At Best To Suspect It – Based On Origin – Only Human Fact Checkers Can Ascertain If A Story Is Fake Or Not – And How High On The Scale Of Credibility

~ HE-WIC-WDSTUCDT? ~ Human Editors – Would Introduce Cost – Why Do Something The Users Can Do Themselves?

~ AGMTUOAO-SWGNEW ~ As Greek Mythology Teaches Us Over And Over – Sleeping With Gods Never Ends Well

~ TW-A-S-A-TC-IACH-TIM-TWWA-L-T-A-S-W-IF-G ~ They Were – Arrogant – Smug – And – Totally Convinced – In A Classic High-Tech Industry Mistake – That What Was Also – Luck – Timing – And – Success – Was – In Fact – Genius

~ SIACCOH-GTF ~ Stealing Is A Core Competence Of High-Growth Tech Firms

~ TS-C-FMA-IUNAA ~ The So-Called – First-Mover Advantage – Is Usually Not An Advantage

~ S&P ~ Steal And Protect

~ NS/JB-BYI-OTSIBTY ~ Not Stealing / Just Borrowing – Borrowing Your Information – Only To Sell It Back To You

~ ‘VFS’ ~ “Valuable Free Services”

~ I-LTROU-DWTB-A-U-A-WP-RWP-IWTBE ~ Information – Like The Rest Of Us – Desperately Want To Be – Attractive – Unique – And – Well Paid – Really Well Paid – Information Wants To Be Expensive

~ THIAVM-W?-BMOOA-IIP-ADBE ~ The Heart Is A Vast Market – Why? – Because Most Of Our Actions – Including In Purchases – Are Driven By Emotion

~ I-S-ASS? ~ Is – Search – A Skill Set?

~ TNMIBT-AIW ~ The New Marketing Is Behavioural Targeting – And It Works

~ TOL/MOS ~ Thousands Of Lords / Millions Of Serfs

~ SL-T-P-N-O ~ Stay Loyal – To – People – Not – Organizations

~ DFYP-FYT-DWYAGA(E)-ACTBGAI-YDHTLI-JDHI-IPTYFGTG-TRACYWCWMYSTLI ~ Don’t Follow Your Passion – Follow Your Talent – Determine What You Are Good At (Early) – And Commit To Becoming Great At It – You Don’t Have To Love It – Just Don’t Hate It – If Practice Takes You From Good To Great – The Recognition And Compensation You Will Command Will Make You Start To Love It

~ IYKPF-YBLPTD-TMC-SB ~ If You Keep Physically Fit – You’ll Be Less Prone To Depression – Think More Clearly – Sleep Better

~ AFAGH ~ Ask For And Give Help

~ YNTAFHIYPOBS ~ You Need To Ask For Help If You Plan On Being Successful

~ PES-HO-AAFWPOHWYLEI-IAJFG ~ Plant Enough Seeds – Helping Others – And A Few Will Pay Off Hugely Where You Least Expect It – It Also Just Feels Good

~ TMOB ~ The Myth Of Balance

~ AT-IP-ADJ-TIP-B-TC ~ Avoid Taxes – Invade Privacy – And – Destroy Jobs – To Increase Profits – Because – They Can

~ ASNOH-PJ-AEEIFOTS ~ A Small Number Of High-Paying Jobs – And Everybody Else Is Fighting Over The Scraps