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We hear this a lot.
April Dunford • Sales Pitch: How to Craft a Story to Stand Out and Win
Lenny Rachitsky • How to win in consumer subscription
Jim Collins’s Good to Great,
Greg Mckeown • Essentialism: The Disciplined Pursuit of Less
Your product, your company culture, your marketing—everything has to be aligned with transforming the way potential customers think. If you change the way they think, they will change their buying behavior. More important, if you are the company that changes the way people think, people will see your company as the category king, and you will win
... See moreAl Ramadan, Dave Peterson, Christopher Lochhead, • Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets
“Stop selling. Start helping.”
April Dunford • Sales Pitch: How to Craft a Story to Stand Out and Win
This is counter to classic marketing thinking, which is brand oriented: How do I get people to prefer my brand? Forget the brand. Think categories. Prospects are on the defensive when it comes to brands. Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories. Everyone is interested in what’s new.
... See moreFerriss, Timothy • Tools of Titans: The Tactics, Routines, and Habits of Billionaires, Icons, and World-Class Performers
Nate Elliott • An Effective Swag Strategy
The Brand Gap: How to Bridge the Distance Between Business Strategy and Design
Marty Neumier • 3 highlights
amazon.com
Figure 3. The magic triangle: to improve the odds of becoming a category king, companies should engage in product design, company design, and category design at roughly the same time.