The $100 Startup

for these unexpected entrepreneurs, most of whom have never thought of themselves as businessmen and businesswomen. It’s a microbusiness revolution—a way of earning a good living while crafting a life of independence and purpose.

The same principle holds true for microbusinesses. Whether a Hollywood movie or the debut of your new sock-knitting class, launches are built primarily through a series of regular communications with prospects and existing customers. Just like the movie executives who release trailers over time

As we’ll examine it, convergence represents the intersection between something you especially like to do or are good at doing (preferably both) and what other people are also interested in. The easiest way to understand convergence is to think of it as the overlapping space between what you care about and what other people are willing to spend mone

The key to this model is not market share. It’s share of the customer. And to gain more of each customer’s budget, you first have to zealously treat every customer as a “best” customer,

“Could you explain what you do to your grandmother, and would you be willing to?”

Imagine a life where all your time is spent on the things you want to do. Imagine giving your greatest attention to a project you create yourself,

Also, having a high-end version creates an “anchor price.” When we see a superhigh price, we tend to consider the lower price as much more reasonable

She’s not reluctant to spend money on things that will (1) build her brand and (2) boost her sales.

HALL OF FAME. Shine a spotlight on your best customers; let them tell their own stories about how they’ve been helped through your business. It helps to provide a variety of stories, as people will relate to different perspectives and backgrounds. This provides “social proof” that your product or service works for all kinds of people. INSTITUTE A N