Selling the Invisible: A Field Guide to Modern Marketing

Building your brand doesn’t take millions. It takes imagination.

Product distinctions, the historic centerpiece of product marketing, exist only briefly—and in the prospects’ minds, often not at all.

Every prospect hopes you will heed the old New England proverb: “Don’t talk unless you can improve the silence.

Remember the Butterfly Effect. Tiny cause, huge effect. A

When companies discuss their problems, they talk about themselves. It’s not ego at work. It’s just that people talk about what they know, and what people know is their company. But what people really need to know—what you really need to know—is your customers and prospects. Get out, climb out, have someone pull you out of the tunnel.

Don’t charge by the hour. Charge by the years.

There’s little point in killing an idea by saying it might fail. Any idea might fail. If you’re doing anything worthwhile at all, you’ll suffer a dozen failures. Start failing so you can start succeeding

Write a mission statement, but keep it private.