Everything is a tradeoff
Every great decision you make comes with downsides. There is never a perfect answer.
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The purpose of marketing
Just what is my marketing actually doing for me? What’s the point? The purpose of your marketing, from here on out, is to reinforce your position.
There’s no such thing as a riskless strategy
If you want things to change, you have to try to change things, and that entails assuming the risk that things might not go the way you want. Every plan is a guess about the future, and sometimes our guesses are wrong.
On being busy, but broke
It’s a dangerous myth that struggling businesses just need more customers. In my experience, many businesses aren’t struggling because they don’t have enough customers, they struggle because they have too many customers. Or too many of the wrong customers. They’ve become busy, but broke.
Patient for growth, impatient for profit
If you’re too patient for profit, focusing on growth alone—which is a common problem in modern business—you’ll wait too long to find out if anyone actually wants to spend money on your product.
Focus on the most likely outcomes
It’s easy to panic and imagine the worst-case scenarios for any project we embark on. And it’s just as easy to fantasize about the very best outcomes. But it’s a little more difficult, yet profoundly more important, to analyze the most likely best and worst cases.
You’ve already hit the iceberg
A common mistake when things go wrong is to spend time thinking about how they could have gone. Or how we’d hoped things would turn out.