When you make an offer to a new prospect, they will automatically and unconsciously examine how your offer will influence their social status.

the more real value you create for other people, the better your business will be and the more prosperous you’ll become.

Every business is fundamentally limited by the size and quality of the market it attempts to serve.

Learn everything you can from your competition, and then create something even more valuable.

Consciously building Social Signals (discussed later) into your offer is almost always an effective way to increase its appeal to your target market.

Every successful business (1) creates or provides something of value that (2) other people want or need (3) at a price they’re willing to pay, in a way that (4) satisfies the purchaser’s needs and expectations and (5) provides the business sufficient revenue to make it worthwhile for the owners to continue operation.

Our ancient brains pay close attention to opportunities and threats, scanning the environment for new stimuli that could help or harm us.

The best way to observe what your potential competitors are doing is to become a customer.

Every business fundamentally relies on two additional factors: people and systems.