Sublime

And this focus is often at the expense of existing customers—customers who, if you retained them, would help bring in new customers just on the basis of customer satisfaction and word of mouth.

The key is to cater to the lowest common denominator.

It’s not about being all things to all people, but being a mini-celebrity to the right people. It’s about targeting your market and developing a reputation as a great resource—trustworthy, knowledgeable, and close at hand.

community among members, and to tailor recommendations to individual tastes.

Persistent, consistent, and frequent stories, delivered to an aligned audience, will earn attention, trust, and action.

“white belt for life”...

“It has nothing to do with the way that I dress or how I sound. It has everything to do with the power of the message.”

Engineering A BestSelling Book Checklist

Customers can be interested in what products do, but they can only bond with companies emotionally over what they believe in.