Ilana Ettinger

How to do it: 1. Define a larger cause.  2. Articulate the problem better than anyone else. 3. Attack the status quo. 4.  Define a category. 5. Build the right team. 6.  Use “grassroots” customer testimony. 7.  Release news in lightning strikes, not dribs and drabs. 8. Organize events to focus attention.9. Nurture your community. 10. Pick noble... See more

Two centuries ago, 84% of Americans worked on (mainly) our own farms in order to feed ourselves (decentralized, inefficient). By a century ago, we worked for a boss in big factories (centralized, more efficient), and today, while many people still work inside of big companies, more and more of us are working for ourselves or in creative jobs while

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Hell is a collection of individuals who are spending the bulk of their time working on a task they don’t like and are not especially good at.

Productize to segments and use casesPrice for value and then back out costs to find marginSell benefits not featuresPrice before product - figure out the value firstBundle leading items with additional features

Earned marketing is about brand, messaging, press, influencers, content — all the things that define who you are.

“Women need to be twice as good to get half the credit. Fortunately many women are four times as good.” —Alison Davis-Blake, former president of Bentley University (p. 17)