Josipher Walle

The Diary of a CEO

Pillar 2. The Story

Law 10. Useless absurdity will define you more than useful practicalities.

You public story will be defined not by all the usefull practical things that you do - in many cases, not even by the products that you sell - but by the useless absurdity that your brand is associated with.

A brand’s publicity is defined m

The Diary of a CEO.

The 4 Pillars of Greatness:

• Pillar 1 - The Self

• Pillar 2 - The Story

• Pillar 3 - The Philosophy

• Pillar 4 - The Team

Uber sells us time.

The reason all this infrastructure matters in an app environment is because it's just seamless, there's less friction.

The number one emerging thing in society in value is time...

people value time over everything..

which is why convenience and lack of friction win. - Gary Vee

The Power of Loyalty.

The most loyal 50 percent of customers would pay a 25 percent premium before switching brands.

Loyal customers spend 33 percent more than new customers.

The probability of selling to a new customer is only

5-20 percent, whereas the probability of selling to an existing customer is 60-70 percent.

Customers who have an emotional conn

25 Intangibles that add value:

1. Authenticity —> Offer the real thing.

2. Availability —> Make it easy to get anywhere, anytime.

3. Belonging —> Offer a sense of community.

4. Clarity —> Make it very easy to understand.

5. Certainty —> Remove all doubt about its benefits.

6. Control —> Put the customer in charge.

7. Curation —> Act as tastemaker on behal

10 New Realities:

1. Power has shifted from companies to customers.

2. People are not focused on the product but on meaning.

3. Customers buy products to build their identities.

4. They hate being sold, but they love to buy.

5. They buy in tribes to feel safe and successful.

6. The battle is no longer between companies but tribes.

7. The company with the strongest tribe wins.