Sublime

In reality, his ‘one last snip’ trick does nothing to improve my hair – he admitted he doesn’t even cut any hair during this routine, but it does a lot to improve my perception that he’s done a thorough job. This is the power of a ‘psychological moonshot’, a term coined by Ogilvy’s Rory Sutherland.

customers and persuading them to keep buying—that is, if they’re using what he makes, they see successes in their own business and then keep buying more from him.

Sean is easily able to meet his $500,000 per year profit goal, not through marketing and promotion, but by paying close attention to his existing customer base. His audience has grown slowly and sustainably because those listeners share his work with their own audiences and contacts—his current customers gladly become his (unpaid) sales force.

Value resides not in the thing itself, but in the minds of those who value it. You can therefore create (or destroy) value it in two ways – either by changing the thing or by changing minds about what it is.

Scarcity and ubiquity can both matter, depending on the context.

If you make less money on the backend than on the frontend, your business is dangerously under-optimised. And so it's really important that you construct your offers in such a way that allow you to: Gain a new customer with a strong Core Offer Maximise the value of that customer with backend offers

Marketing isn’t a race to add more features for less money. Marketing is our quest to make change on behalf of those we serve, and we do it by understanding the irrational forces that drive each of us.

Yet policy and business decisions are overwhelmingly based on a ‘reason first, discovery later’ methodology, which seems wasteful in the extreme.

what they have never asked, is whether people like efficiency as much as economic theory believes they do.