19. • My advice for anyone trying to succeed
is, make the highest-end product you
can, and then target the tiny handful of
people-
the microaudience- who are likely to
buy it.
20. • Forget the masses. Targeting the latter is too
much like trying to win the lottery- though
great when it happens (however unlikely),
there are just too many damn variables
outside your control.
27. HIRING Research Engage Hiring
PROCESS Decision
Job Seeker Enter Build relationship; Get hired
consideration set Persuade to hire
Employer Collect Info Assess Options; Hire a candidate
Get more info
28. Zero Moment of Truth
The moment you check online for reviews or additional
information before you make a decision about a product or
service.
The ZMOT occurs when a person checks a movie’s reviews
before buying tickets, or compares hotel reviews before finally
making a decision about that romantic getaway.