Daily Lab: Influence connects Because the job isn’t over when we’ve made the sale—a new job is just beginning.
Daily Lab: Show them what you don’t do Overdeliver because you’ve made the tradeoffs they value most.
Daily Lab: Find closer customers Find minds already changed, already needing the type of thing you sell.
Daily Lab: Experts don’t build brands To grow a sustainable business, though, marketing costs need to go down over time, not up.
Daily Lab: Plans don’t change minds Does that mean we accept less from or for ourselves? No, it means we find things we want to do.
Daily Lab: A bitter lesson If your marketing is struggling, unless you’re doing nothing, you’re probably doing too much.