Just a moment...

And now we come to the often-asked question: How many survey results is enough? Rather than hiding behind the tempting answer of “It depends,” I’ll offer this rule of thumb: a minimum of 100 survey completions per segment.

Information waits there for about seven to twenty seconds while the rest of your brain determines if the information is worthwhile.

What’s the maximum number of rungs on a ladder? There seems to be a rule of seven in the prospect’s mind. Ask someone to name all the brands he or she remembers in a given category. Rarely will anyone name more than seven. And that’s for a high-interest category.

we often undercommunicate our ideas. They’re already so familiar to us that we underestimate how much exposure an audience needs to comprehend and buy into them. When Harvard professor John Kotter studied change agents years ago, he found that they typically undercommunicated their visions by a factor of ten.