Attraction Marketing Quotes

Kit straightened up. “Nope, I’m good. Come on Brother Hauntingly Attractive.” “There’s no need to mention this to Tessa.” “And Yet,” said Kit, “I’m gonna.

The combination of loss aversion with mindless choosing implies that if an option is designated as the “default,” it will attract a large market share. Default options thus act as powerful nudges.

If you want to retain your customers, attract more customers, and don’t want to unnecessarily spend your budget in marketing campaigns which will fail because of your increasing number of dissatisfied customers, start working on your customer service strategy right now.

Men who read it [beauty pornography] don't do so because they want women who look like that. The attraction of what they are holding is that it is not a woman, but a two-dimensional woman-shaped blank. The appeal of the material is not the fantasy that the model will come to life; it is precisely that she will not, ever. Her coming to life would ruin the vision. It is not about life. Ideal beauty is ideal because it does not exist; The action lies in the gap between desire and gratification. Women are not perfect beauties without distance. That space, in a consumer culture, is a lucrative one. The beauty myth moves for men as a mirage, its power lies in its ever-receding nature. When the gap is closed, the lover embraces only his own disillusion.

A blog is only as interesting as the interest shown in others.

Content Isn't King, It's the Kingdom.

If you are in a position where you can reach people, then use your platform to stand up for a cause. HINT: social media is a platform.

A farm includes the passion of the farmer's heart, the interest of the farm's customers, the biological activity in the soil, the pleasantness of the air about the farm -- it's everything touching, emanating from, and supplying that piece of landscape. A farm is virtually a living organism. The tragedy of our time is that cultural philosophies and market realities are squeezing life's vitality out of most farms. And that is why the average farmer is now 60 years old. Serfdom just doesn't attract the best and brightest.

Efficiency is a major key to business success. It’s good when a business can do more with less. Not out of scarcity but out of efficiency. When a business does more with less, the result is more revenues produced from less investment… More revenues produced with less expenses… more customers attracted with less marketing activity…. More savings with less trade-off… Businesses that do more with less are rewarded with greater profits and greater capital.

A few years ago, for instance, the AARP asked some lawyers if they would offer less expensive services to needy retirees, at something like $30 an hour. The lawyers said no. Then the program manager from AARP had a brilliant idea: he asked the lawyers if they would offer free services to needy retirees. Overwhelmingly, the lawyers said yes. What was going on here? How could zero dollars be more attractive than $30? When money was mentioned, the lawyers used market norms and found the offer lacking, relative to their market salary. When no money was mentioned they used social norms and were willing to volunteer their time. Why didn’t they just accept the $30, thinking of themselves as volunteers who received $30? Because once market norms enter our considerations, the social norms depart.

So one way to create an attractive risk/reward situation is to limit downside risk severely by investing in situations that have a large margin of safety. The upside, while still difficult to quantify, will usually take care of itself. In other words, look down, not up, when making your initial investment decision. If you don’t lose money, most of the remaining alternatives are good ones.

Paradoxically, then, network effects businesses must start with especially small markets. Facebook started with just Harvard students—Mark Zuckerberg’s first product was designed to get all his classmates signed up, not to attract all people of Earth. This is why successful network businesses rarely get started by MBA types: the initial markets are so small that they often don’t even appear to be business opportunities at

A wise man lights a candle while fools are busy cursing the darkness

Before you can decide on your brand fonts, colors or imagery, let alone your messaging, you need to know who you're trying to attract first.

The Single Perspective Instinct We find simple ideas very attractive. We enjoy that moment of insight, we enjoy feeling we really understand or know something. And it is easy to take off down a slippery slope, from one attention-grabbing simple idea to a feeling that this idea beautifully explains, or is the beautiful solution for, lots of other things. The world becomes simple. All problems have a single cause—something we must always be completely against. Or all problems have a single solution—something we must always be for. Everything is simple. There’s just one small issue. We completely misunderstand the world. I call this preference for single causes and single solutions the single perspective instinct. For example, the simple and beautiful idea of the free market can lead to the simplistic idea that all problems have a single cause—government interference—which we must always oppose; and that the solution to all problems is to liberate market forces by reducing taxes and removing regulations, which we must always support. Alternatively, the simple and beautiful idea of equality can lead to the simplistic idea that all problems are caused by inequality, which we should always oppose; and that the solution to all problems is redistribution of resources, which we should always support.

If life is a movie most people would consider themselves the star of their own feature. Guys might imagine they're living some action adventure epic. Chicks maybe are in a rose-colored fantasy romance. And homosexuals are living la vida loca in a fabulous musical. Still others may take the indie approach and think of themselves as an anti-hero in a coming of age flick. Or a retro badass in an exploitation B movie. Or the cable man in a very steamy adult picture. Some people's lives are experimental student art films that don't make any sense. Some are screwball comedies. Others resemble a documentary, all serious and educational. A few lives achieve blockbuster status and are hailed as a tribute to the human spirit. Some gain a small following and enjoy cult status. And some never got off the ground due to insufficient funding. I don't know what my life is but I do know that I'm constantly squabbling with the director over creative control, throwing prima donna tantrums and pouting in my personal trailor when things don't go my way. Much of our lives is spent on marketing. Make-up, exercise, dieting, clothes, hair, money, charm, attitude, the strut, the pose, the Blue Steel look. We're like walking billboards advertising ourselves. A sneak peek of upcoming attractions. Meanwhile our actual production is in disarray--we're over budget, doing poorly at private test screenings and focus groups, creatively stagnant, morale low. So we're endlessly tinkering, touching up, editing, rewriting, tailoring ourselves to best suit a mass audience. There's like this studio executive in our heads telling us to cut certain things out, make it "lighter," give it a happy ending, and put some explosions in there too. Kids love explosions. And the uncompromising artist within protests: "But that's not life!" Thus the inner conflict of our movie life: To be a palatable crowd-pleaser catering to the mainstream... or something true to life no matter what they say?

1. Value Creation. Discovering what people need or want, then creating it. 2. Marketing. Attracting attention and building demand for what you’ve created. 3. Sales. Turning prospective customers into paying customers. 4. Value Delivery. Giving your customers what you’ve promised and ensuring that they’re satisfied. 5. Finance. Bringing in enough money to keep going and make your effort worthwhile.

We expect places and products to be less attractive than in marketing brochures, but we never forgive humans for being worse than their first impressions

here was no way of knowing what path he would take from there, but in order to survive as a human being, he was sure to arrive at the fate of having to incur the dislike of other human beings. When that time came, he would probably clothe himself inconspicuously, so as not to attract attention, and beggarlike, linger about the market places of man, in search of something.

The trick is to find an attractive market that interests you enough to keep you improving your offering every single day. Finding that market is mostly a matter of patience and active exploration.

Our whole culture is based on the appetite for buying, on the idea of a mutually favorable exchange. Modern man's happiness consists in the thrill of looking at the shop windows, and in buying all that he can afford to buy, either for cash or on installments. He (or she) looks at people in a similar way. For the man an attractive girl—and for the woman an attractive man—are the prizes they are after. 'Attractive' usually means a nice package of qualities which are popular and sought after on the personality market. What specifically makes a person attractive depends on the fashion of the time, physically as well as mentally. During the twenties, a drinking and smoking girl, tough and sexy, was attractive; today the fashion demands more domesticity and coyness. At the end of the nineteenth and the beginning of this century, a man had to be aggressive and ambitious—today he has to be social and tolerant—in order to be an attractive 'package'. At any rate, the sense of falling in love develops usually only with regard to such human commodities as are within reach of one's own possibilities for exchange. I am out for a bargain; the object should be desirable from the standpoint of its social value, and at the same time should want me, considering my overt and hidden assets and potentialities. Two persons thus fall in love when they feel they have found the best object available on the market, considering the limitations of their own exchange values. Often, as in buying real estate, the hidden potentialities which can be developed play a considerable role in this bargain. In a culture in which the marketing orientation prevails, and in which material success is the outstanding value, there is little reason to be surprised that human love relations follow the same pattern of exchange which governs the commodity and the labor market.

Why do I think these particular books have been popular? Two reasons. First, I think it is because they involve no harsh, garish violence at all. They involve game playing, really. No one is burned or cut or hurt. Certainly no one is killed. Indeed the whole sadomasochistic predicament is presented as a glorified game played out in luxurious rooms and with very attractive people, and involving very attractive slaves. There are endless motifs offered for dominance and submission, for surrender and love. It’s like a theme park of dominance and submission, a place to go to enjoy the fantasy of being overpowered by a beautiful man or woman and delightfully compelled to surrender and feel keening pleasure, without the slightest serious harm. I think it’s authentic to the way many who share this kind of fantasy really feel. I think what makes it work for people is the combination of the very graphic and unsparing sexual details mixed with the elegant fairy-tale world. Unfortunately a lot of hackwork pornography is written by those who don’t share the fantasy, and they slip into hideous violence and ugliness, thinking the market wants all that, when the market never really did. Second, this is shamelessly erotic. It pulls no punches at being what it is. It’s excessive and it is erotica. Before these books, a lot of women read what were called “women’s romances” where they had to mark the few “hot pages” in the book. I said, well, look, try this. Maybe this is what you really want, and you don’t have to mark the hot pages because every page is hot. Every page is about sexual fulfillment. Every page is meant to give you pleasure. There are no boring parts. Yet it’s very “romantic.” And well, I think this worked.

Most frequently given of such reasons is the conviction that a general stock market decline of some proportion is somewhere in the offing. In the preceding chapter I tried to show that postponing an attractive purchase because of fear of what the general market might do will, over the years, prove very costly. This is because the investor is ignoring a powerful influence about which he has positive knowledge through fear of a less powerful force about which, in the present state of human knowledge, he and everyone else is largely guessing.

If marketing is taking up 1/3 of your revenues or more, something is wrong. Yes you’ve gotta get the word out about your products and services, especially if you’re in a saturated market. But your products and services should attract customers like pollen attracts honeybees. The value of what your business offers should be a magnet to customers. You shouldn’t be chasing after customers begging them to do business with you.

Every entrepreneur and every owner of means of production must daily justify his social function through subservience to the wants of the consumers. The management of a socialist economy is not under the necessity of adjusting itself to the operation of a market. It has an absolute monopoly. It does not depend on the wants of the consumers. It itself decides what must be done. It does not serve the consumers as the businessman does. It provides for them as the father provides for his children or the headmaster of a school for the students. It is the authority bestowing favors, not a businessman eager to attract customers.

Value can’t be created without understanding what people want (market research). Attracting customers first requires getting their attention, then making them interested (marketing). In order to close a sale, people must first trust your ability to deliver on what’s promised (value delivery and operations). Customer satisfaction depends on reliably exceeding the customer’s expectations (customer service). Profit sufficiency requires bringing in more money than is spent (finance).

The only bright point was when we stopped off at that fish market they got here before we went to the airport.” “Oh,” Jimmy said brightly, “the one where they throw those great big fish around?” “Yeah, that’s the one,” Agent Miller said, wearily. “How was it?” Jimmy asked. “It was a fish market. You’ve been to a fish market, haven’t you, Jimmy? It was exactly like that, only crowded, and with guys yelling and throwing around a big dead fish. Does that sound like fun, Jimmy? How they ever convinced people that that’s a tourist attraction is beyond me. It’s all a big sham. I’m pretty sure they kept throwing the same fish around no matter what anyone ordered.

Universal opinions are often mistaken for universal principles

What we want you to do is to change the mode of your website from a one-way sales message to a collaborative, living, breathing hub

The first method is to think across the traditional boundaries of your marketplace to alternatives, not just competitors.

Providing a good work/life balance will make your company a more attractive employer in your local market.

The key to successful leadership today is influence, not authority. - Ken Blanchard

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Your ideal customer should be attracted to the brand that rests on the fabulous culture you created, but they don’t have to share your personal interests or have the same lifestyle you do.

In sum, then a conservative tech writer offers a really attractive way of looking at viewer passivity and TV's institutionalization of irony, narcissism, nihilism, stasis. It's not our fault! It's outmoded technology's fault! If TV-dissemination were up to date, it would be impossible for it to "institutionalize" anything through its demonic "mass psychology"! Let's let Joe B., the little lonely guy, be his own manipulator or video-bits! Once all experience is finally reduced to marketable image, once the receiving user of user-friendly receivers can choose freely, Americanly, from an Americanly infinite variety of moving images hardly distinguishable from real-life images, and can then choose further just how he wishes to store, enhance, edit, recombine, and present those images to himself, in the privacy of his very own home and skull, TV's ironic, totalitarian grip on the American psychic cajones will be broken!" E Unibus Pluram: Television and U.S. Fiction" (The Review of Contemporary Fiction, 1993)

Dynasty and government serve as the world's market place, attracting to it the products of scholarship and craftsmanship alike. Wayward wisdom and forgotten lore turn up there. In this market stories are told and items of historical information are delivered. Whatever is in demand on this market is in general demand everywhere else. Now, whenever the established dynasty avoids injustice, prejudice, weakness, and double-dealing, with determination keeping to the right path and never swerving from it, the wares on its market are as pure silver and fine gold. However, when it is influenced by selfish interests and rivalries, or swayed by vendors of tyranny and dishonesty, the wares of its market place become as dross and debased metals. The intelligent critic must judge for himself as he looks around, examining this, admiring that, and choosing this.

like that time I used false eyelashes with dodgy glue from the market, then tottered into the bathroom the next morning to find one eye glued shut with what looked like a dead spider on top of it. Really attractive, Lexi.

Online shopping with discount coupons It is quite frequent that most manufacturers are using marketing and advertising strategies to be able to attract customers in their business. It is so usual that all of us want to save money on every product that we purchase inorder to incur extra saving. Thus the concept of online discount coupons came into effect and Saverr has in its credential reliable discount coupons from every possible big brands.

How do you solve a problem as old as the United States? Gentrification may be a relatively recent phenomenon, but as geographer Neil Smith notes, it's really just the continuation of the 'locational seesaw' - capital moves to one place seeking high profits, then, when that place becomes less profitable, it moves to another place. The real estate industry is always looking for new markets in which it can revitalize its profit rate. Fifty years ago that place was suburbs. Today it's cities. But that's only half the explanation for gentrification. In order to understand why cities are so attractive to invest in, it's important to understand what made them bargains for real estate speculators in the first place. It may sound obvious, but gentrification could not happen without something to gentrify. Truly equitable geographies would be largely un-gentrifiable ones. So first, geographies have to be made unequal.

Content marketing is the marketing and business process for creating and distributing content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.

Increased brand awareness online requires a strategic marketing approach focused on creating and distributing content that is relevant and consistent with the message you want to convey in an attempt to attract and retain a clearly defined audience.

If you want to attract, create, and sustain extraordinary levels of success and income, you must first figure out how to become the person that is capable of easily and consistently attracting, creating, and sustaining the extraordinary levels of success and income that you desire.

While delivering consistently good customer service requires work and alignment across your entire organization, a good place to start is your support team. It's important to hire people who genuinely want to help your customers succeed — and to pay rates that are attractive to skilled professionals.

To improve your bounce rate, you need to either adjust the service—iteratively, using A/B testing—or adjust who you are trying to attract to your service. If people are coming to your site and only a small percentage “stay,” the answer is never, I repeat, never to try to get higher volumes of traffic.

A second relationship between advertising and identity is seen in the growing exploitation of desirable identities. Farberman and others have described how advertisers have marketed their products less and less on the basis of the product's merits and more and more by associating a "dream identity" with a possession of a given product. The suggestion is that the possession of a particular brand of car or cigarette will furnish you with the identity of a successful, attractive, worthy person. The message is clear - accumulating things is an effective means of achieving identity and actualizing one's potential.

Book-buyers aren’t attracted, by and large, by the literary merits of a novel; book-buyers want a good story to take with them on the airplane, something that will first fascinate them, then pull them in and keep them turning the pages. This happens, I think, when readers recognize the people in a book, their behaviors, their surroundings, and their talk. When the reader hears strong echoes of his or her own life and beliefs, he or she is apt to become more invested in the story. I’d argue that it’s impossible to make this sort of connection in a premeditated way, gauging the market like a racetrack tout with a hot tip.

Negative demand — Consumers dislike the product and may even pay to avoid it. Nonexistent demand — Consumers may be unaware of or uninterested in the product. Latent demand — Consumers may share a strong need that cannot be satisfied by an existing product. Declining demand — Consumers begin to buy the product less frequently or not at all. Irregular demand — Consumer purchases vary on a seasonal, monthly, weekly, daily, or even hourly basis. Full demand — Consumers are adequately buying all products put into the marketplace. Overfull demand — More consumers would like to buy the product than can be satisfied. Unwholesome demand — Consumers may be attracted to

The Content Marketing Institute has derived a pithy one-sentence definition of this emerging field:5 “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action.

Bolshevik socialism (anticapitalism) attracted and gave meaning to the shock-troop activists, supplied the vocabulary and worldview of millions in the party and beyond, and achieved a monopoly over the public sphere, but this same politically empowering ideology afforded no traction over the international situation or the faltering quasi-market domestic economy.

There’s only one form of intelligent investing, and that’s figuring out what something’s worth and buying it for that price or less. You can’t have intelligent investing in the absence of quantification of value and insistence on an attractive purchase price. Any investment movement that’s built around a concept other than the relationship between price and value is irrational.

When efforts were being made for 'Gottland' to appear on the French market, I heard that there were fears that it might not attract any readers. It wasn't certain if anyone in the West would be interested in what a Pole has to say about the Czechs. I could understand that — a representative of one marginal nation writing about another marginal nation is unlikely to be a success.

He began as a minor imitator of Fitzgerald, wrote a novel in the late twenties which won a prize, became dissatisfied with his work, stopped writing for a period of years. When he came back it was to BLACK MASK and the other detective magazines with a curious and terrible fiction which had never been seen before in the genre markets; Hart Crane and certainly Hemingway were writing of people on the edge of their emotions and their possibility but the genre mystery markets were filled with characters whose pain was circumstantial, whose resolution was through action; Woolrich's gallery was of those so damaged that their lives could only be seen as vast anticlimax to central and terrible events which had occurred long before the incidents of the story. Hammett and his great disciple, Chandler, had verged toward this more than a little, there is no minimizing the depth of their contribution to the mystery and to literature but Hammett and Chandler were still working within the devices of their category: detectives confronted problems and solved (or more commonly failed to solve) them, evil was generalized but had at least specific manifestations: Woolrich went far out on the edge. His characters killed, were killed, witnessed murder, attempted to solve it but the events were peripheral to the central circumstances. What I am trying to say, perhaps, is that Hammett and Chandler wrote of death but the novels and short stories of Woolrich *were* death. In all of its delicacy and grace, its fragile beauty as well as its finality. Most of his plots made no objective sense. Woolrich was writing at the cutting edge of his time. Twenty years later his vision would attract a Truffaut whose own influences had been the philosophy of Sartre, the French nouvelle vague, the central conception that nothing really mattered. At all. But the suffering. Ah, that mattered; that mattered quite a bit.

Chaos was the fuel of Israel. It was a country built on shifting tectonic plates. Things were constantly colliding. Everything led to the edge, the next moment of rupture, but life became most vivid at moments of danger. It was why people drove so fast and so close. It was why they didn’t wait in lines at the airport. It was why the cafés throbbed in the mornings. It was why the markets were so loud and raw. People were chaotic in unison. Molecular in their turmoil. But it worked. Even the polar opposites were attracted to one another. Occasionally they would bash together and it made the ground pulse. There was left and there was right, and there was Orthodox and secular, and there was Arab and Jew, and there was gay and straight, there was high-tech and hippie, and there was rich and fiercely poor. Israel was a condensed everywhere. A tiny country bursting at the seams, but they were in this together. Every dream and neurosis under the sun. The psychoses. The passivities. The pretensions. The pride. The electricity of it all. And the fear too. Everyone wore a loud armor. Always in search of a debate over who and what and where they were.

. John Bonavia is one real estate entrepreneur who has worked hard to get a successful fortune in real estate. His plans and strategies have helped in getting the best deals to the desk along with attracting potential buyers for his properties. When we talk about the real estate market it is very important as a beginner or a previous investor to know which market you are investing in.

Value Creation. Discovering what people need or want, then creating it. 2. Marketing. Attracting attention and building demand for what you’ve created. 3. Sales. Turning prospective customers into paying customers. 4. Value Delivery. Giving your customers what you’ve promised and ensuring that they’re satisfied. 5. Finance. Bringing in enough money to keep going and make your effort worthwhile.

Mass production was aimed at new sources of demand in the early twentieth century’s first mass consumers. Ford was clear on this point: “Mass production begins in the perception of a public need.”73 Supply and demand were linked effects of the new “conditions of existence” that defined the lives of my great-grandparents Sophie and Max and other travelers in the first modernity. Ford’s invention deepened the reciprocities between capitalism and these populations. In contrast, Google’s inventions destroyed the reciprocities of its original social contract with users. The role of the behavioral value reinvestment cycle that had once aligned Google with its users changed dramatically. Instead of deepening the unity of supply and demand with its populations, Google chose to reinvent its business around the burgeoning demand of advertisers eager to squeeze and scrape online behavior by any available means in the competition for market advantage. In the new operation, users were no longer ends in themselves but rather became the means to others’ ends. Reinvestment in user services became the method for attracting behavioral surplus, and users became the unwitting suppliers of raw material for a larger cycle of revenue generation.

Successful people in particular are susceptible to surges of anything-is-possible. They then plunge into new, seemingly attractive markets hoping to prove themselves to the world yet again. However, it is extremely rare that the same person achieves world championship or wins the Nobel Prize in two disciplines. Danger looms just around the corner if the new activity is too distracting and the core business is neglected.

There is nothing esoteric about value investing. It is simply the process of determining the value underlying a security and then buying it at a considerable discount from that value. It is really that simple. The greatest challenge is maintaining the requisite patience and discipline to buy only when prices are attractive and to sell when they are not, avoiding the short-term performance frenzy that engulfs most market participants.

The top managers are defensive about these departures; they point to how safe, attractive, and up-to-date the workplace is. Rodney Everts is less defensive but equally perplexed. “When somebody tells me there’s no future here, I ask what they want. They don’t know; they tell me you shouldn’t be stuck in one place.” Fortunately, the job market in Boston for low-wage workers is strong at the moment, but there is something puzzling about the sheer impulse to get out.

Prospecting & Marketing Institute, based in Santa Fe, New Mexico, and I were conducting a multiday seminar for her clients — corporate executives and general agents from life insurance companies — about new methods of recruiting agents. Even though the attendees had paid a very high per-person fee to be there, most had traveled great distances, and the subject was of critical importance to them, we both noticed that on breaks, what most of them were talking about was where

teacher flight from the challenges in such schools—violence and disorder, truancy, lower school readiness and English-language proficiency, less supportive home environments—means that students in these schools get a generally inferior education. Many teachers in poor schools today are doing a heroic job, driven by idealism, but in a market economy the most obvious way to attract more and better teachers to such demanding work is to improve the conditions of their employment.

Nothing is solved when we assume everybody to know everything and that the real problem is rather how it can be brought about that as much of the available knowledge as possible is used. This raises for a competitive society the question, now how we can 'find' the people who know best, but rather what institutional arrangements are necessary in order that the unknown persons who have knowledge specially suited to a particular task are more likely to be attracted to that task.

As with other kinds of markets, popular operating systems quickly get more and more popular, as they attract both new buyers and new sellers. In time, they become de facto industry standards—meaning they essentially establish a marketplace in which products (new applications) can be sold. Once this happens, they can, at least for a time, so completely dominate their markets that competing operating systems can’t attract enough users and developers to be anything but niche offerings.

Crowdists love “competition” of a fixed nature, where a single vector determines the winner. They do not like real life competition, including evolution, as it assesses the individual as a whole and does not simply rank individuals by ability. For this reason crowds love both sports events and free market capitalism, as each allow people to gain power according to a linear system. The more time you put into the system with the sole goal of making profit, excluding all else, the more likely it is that you can get wealth – and it can happen to anyone! That is the promise that makes crowds flock to these ideas. It is like the dream of being a rock star, or a baseball hero, or a billionaire: what makes it attractive is the idea that anyone can do it, if they simply devote themselves to a linear path of ascension – one that is controlled by the whims of the crowd. The crowd decides who is a baseball hero, or what to buy and thus who to make rich. Control without control.

Women flake on men because men fail to demonstrate their high sexual market value during texting exchanges with them. If these men were strategic about using their texts to playfully and effectively communicate to these women the fact that they are masculine men who have high social status and are preselected by women, women would not flake on them. In fact, ever since I figured out how to emphasize these attributes about myself in my communications with women, no woman has flaked on me.

The key to success in selling/recruiting lies in your ability to go from no to no without losing your enthusiasm. Remember that we are in the people attraction business. So we must keep our level of passion and excitement high as we sort through the prospects because part of what they are buying into is our “music” — our conviction and attitude about what we are a part of. It’s not what you say; it’s how it sounds that is most important. Don’t worry about having the right words … that is secondary.

Real Estate: A lot like the legal profession, people want an advocate. So they need to know that YOU are in THEIR corner. Real estate is one of those fields where the laws are different everywhere and always changing. The confusion makes it such that the average citizen cannot properly advocate for himself or herself. They need an expert. And while they may say that they want to get a great price, what they REALLY want is an expert in their corner fighting for them. You are really selling that hero.

At the core, every business is a collection of five Interdependent processes, each of which flows into the next: 1. Value Creation—discovering what people need or want, then creating it. 2. Marketing—attracting attention and building demand for what you’ve created. 3. Sales—turning prospective customers into paying customers. 4. Value Delivery—giving your customers what you’ve promised and ensuring that they’re satisfied. 5. Finance—bringing in enough money to keep going and make your effort worthwhile

The solar virtuous cycle is in motion. The lower cost of solar leads to increased market adoption, and this, in turn, lowers the perceived risk and attracts more capital at a lower cost for capital. And this, in turn, lowers the cost of solar, which leads to increased market adoption, not to mention increased investment, more innovation, and even lower costs for capital. Once this virtuous cycle reaches critical mass, market growth will accelerate. Solar will become unstoppable and the incumbents will be disrupted.

Exciting news,” she said. “Today we’re going to study three different types of chemical bonds: ionic, covalent, and hydrogen. Why learn about bonds? Because when you do you will grasp the very foundation of life. Plus, your cakes will rise.” From homes all over Southern California, women pulled out paper and pencils. “Ionic is the ‘opposites attract’ chemical bond,” Elizabeth explained as she emerged from behind the counter and began to sketch on an easel. “For instance, let’s say you wrote your PhD thesis on free market economics, but your husband rotates tires for a living. You love each other, but he’s probably not interested in hearing about the invisible hand. And who can blame him, because you know the invisible hand is libertarian garbage.” She looked out at the audience as various people scribbled notes, several of which read “Invisible hand: libertarian garbage.” “The point is, you and your husband are completely different and yet you still have a strong connection. That’s fine. It’s also ionic.” She paused, lifting the sheet of paper over the top of the easel to reveal a fresh page of newsprint.

To publish in the sense of making a book available to the public is easy – and never easier than it is today, when texts posted online could be said to be ‘published’ in some sense. But to publish in the sense of making a book known to the public, visible to them and attracting a sufficient quantum of their attention to encourage them to buy the book and perhaps even to read it, is extremely difficult – and never more difficult than it is today, when the sheer volume of content available to consumers and readers is enough to drown out even the most determined and well-resourced marketing effort.

Growth hackers resist this temptation (or, more appropriate, this delusion). They opt, deliberately, to attract only the early adopters who make or break new tech services and seek to do it as cheaply as possible. In fact, part of the reason the scrappy start-ups, services, and apps in this book might not always be well-known or topics of daily conversation is because their founders have focused their energies on product development with an eye toward growth—they’re now millions of members strong without any superfluous “buzz.” They got to mass market by ignoring the urge to appeal to the mass market, at least to start with.

Corruption,' Jordan Belfort believes, 'is endemic to human being. I mean, even men in monasteries - where enticement is hard to come by – even men in those circumstances have sex with other men and abuse children. Look at the Catholic Church! Man is an imperfect animal and he is corruptible, okay? And in finance, the liquid nature of the market makes corruption very easy. On Wall Street, this liquidity is so in your face -' he suddenly grits his teeth - 'that if you have even the slightest predisposition to the dark side, you become corrupted. In addition to which, those attracted to Wall Street have a predisposition to greed.

The theory of the long tail as popularized by Chris Anderson in his book of the same name is that our culture and economy are increasingly shifting away from a focus on a relatively small number of major hits (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly targeted goods and services can be as economically attractive as mainstream fare. 5

Many aspects of how the Chinese political class manages its economy are antithetical to the Western values of democracy and free markets. But this stance has not put off foreign investors, who are attracted to the government’s willingness to prioritize physical infrastructure, political security, and stability over the health of the population, transparency in decision making, and transparency in the rule of law (if not necessarily the system of governance). In essence, the pursuit of economic growth overrides any views on the political system they invest in. Currently China’s political class has a strategy to evolve from an investment-led exporting economy to one more in line with Western economies, relying on domestic consumption. The transition to this new economic equilibrium will not be linear. China will likely experience significant economic volatility and market gyrations as the structure of its economy shifts. There is also mounting skepticism about China’s ability to manage its debt levels, and the country’s lack of individual political freedoms will continue to hamper its growth prospects. But Chinese policymakers will, no doubt, be focused on continuing to show economic progress in advance of two target dates: 2021—one hundred years after the formation of the Communist Party—and 2049, one hundred years after the formation of the People’s Republic of China.

the vision I hold in my heart goes a little something like this: I see women the world over waking up on Sunday mornings feeling alive, grateful and filled with energy. They find their drug of choice at the farmers’ markets, or on their yoga mats, or while in intimate conversations with their most cherished friends. Their health radiates, their skin glows, and they effortlessly melt into their ideal body shape simply because they’ve decided to no longer run from themselves; no longer hide from feelings they would rather suppress. These women become magnets who attract beautiful, soulful people into their lives as a result of turning around and recognising the soulful beauty within themselves first. They

Chiropractic: There are obviously a lot of different niches you could serve in this industry. But, let’s say for a moment that you serve the elderly demographic. You might think that they just want to be able to play a little more golf or keep up with their grandkids. Those things might be true and they’ll certainly admit to them. But if you go deeper, you’ll find that they want to be the envy of all of their friends who are falling apart. That’s the secret ego motivation that inspires them to find you. And further, they do NOT want to be put into a nursing home. That’s the secret fear that has them searching for you. Sell them abilities their friends don’t have and you’ll have them eating out of your hand.

Consider finding a mate, someone to live with in a close relationship, usually as husband and wife. It is indeed a sort of market problem, in that the issue is not just finding a satisfactory person but also finding someone, confronted with the same search problem, who is willing to consider you as his or her best choice. Finding a match between husband and wife is like finding a trade in a financial market. It entails learning a market price (in the marriage market it is one’s attractiveness to certain kinds of potential spouses) and finding the best deal at that price. This analogy is not meant to put a commercial slant on a very personal problem, but instead to start us thinking about how we can design a better solution to the problem.

I fell in love with the girl who fell in line for one serving of strawberries," he admitted. A series of thoughts swirl around Miguel’s head of the girl waiting in line with one medium-sized tub of strawberries. The image of it. He asked: “Was it her persistence of wanting the fruit? Was it the youthfulness of the fruit? Was it the mystery of wondering how she’d eat them—on the grass outside or at home or in the car? Why? Was it wanting to know if she felt stupid herself for waiting in such a long line? Or wanting to know if she at any point felt like abandoning the line? Was it the simplicity of someone who knows what they want? The pleasantness of going to the market and not being seduced by other treats? Was it her patience?” Charm is so dissatisfying.

My “10 Smart Market Diagnosis and Profiling Questions” What keeps them awake at night, indigestion boiling up their esophagus, eyes open, staring at the ceiling? What are they afraid of? What are they angry about? Who are they angry at? What are their top three daily frustrations? What trends are occurring and will occur in their businesses or lives? What do they secretly, ardently desire most? Is there a built-in bias to the way they make decisions? (Example: engineers = exceptionally analytical) Do they have their own language? Who else is selling something similar to their product, and how? Who else has tried selling them something similar, and how has that effort failed? So, Step 1 in our system is to analyze thoroughly, understand, and connect with the customer.

The relationship between humanity and work involves money, but in something of a negative correlation. The jobs and roles that are the most human and would naturally be most attractive tend to pay nothing or close to nothing. Mother, father, artist, writer, musician, coach, teacher, storyteller, nurturer, counselor, dancer, poet, philosopher, journalist—these roles often are either unpaid or pay so little that it is difficult to survive or thrive in many environments. Many of these roles have high positive social impacts that are ignored by the market. On the other hand, the most lucrative jobs tend to be the most inorganic. Corporate lawyers, technologists, financiers, traders, management consultants, and the like assume a high degree of efficiency. The more that a person can submerge one’s humanity to the logic of the marketplace, the higher the reward.

There has been a growing premium in the labor market for educated workers, but Mississippi and other southern states have underinvested in education and other forms of human capital, particularly for blacks but also for whites. The South’s strategy was to cut taxes, on the theory that low taxes would attract businesses and boost the economic growth rate, but this was not terribly effective in the age of the knowledge economy. High-paying, high-technology employers want low tax rates, of course, but above all they require a pool of educated workers, so they often end up investing in high-tax, high-education states like California, Massachusetts and New York. This is amplified when right-wing politicians in the South defend Confederate statues or demonize gays or transgender people, and the result is further economic backwardness and frustration. And the cycle repeats.

We've given them more than we've taken away, said the Commander. Think of the trouble they had before. Don't you remember the singles' bars, the indignity of high school blind dates? The meat market. Don't you remember the terrible gap between the ones who could get a man easily and the ones who couldn't? Some of them were desperate, they starved themselves thin or pumped their breasts full of silicone, had their noses cut off. Think of the human misery. He waved a hand at his stacks of old magazines. They were always complaining. Problems this, problems that. Remember the ads in the Personal columns, Bright attractive woman, thirty-five… This way they all get a man, nobody's left out. And then if they did marry, they could be left with a kid, two kids, the husband might just get fed up and take off, disappear, they'd have to go on welfare. Or else he'd stay around and beat them up. Or if they had A job, the children in daycare or left with some brutal ignorant woman, and they'd have to pay for that themselves, out of their wretched little paychecks. Money was the only measure of worth, lor everyone, they got no respect as mothers. No wonder they were giving up on the whole business. This way they're protected, they can fulfill their biological destinies in peace. With full support and encouragement. Now, tell me. You're an intelligent person, I like to hear what you think. What did we overlook? Love, I said. Love? said the Commander. What kind of love? Falling in love, I said. The Commander looked at me with his candid boy's eyes. Oh yes, he said. I've read the magazines, that's what they were pushing, wasn't it? But look at the stats, my dear. Was it really worth it, falling in love? Arranged marriages have always worked out just as well, if not better.

Situated in the center of family values debates is an imagined traditional family ideal. Formed through a combination of marital and blood ties, "normal" families should consist of heterosexual, racially homogeneous couples who produce their own biological children. Such families should have a specific authority structure, namely, a father-head earning an adequate family wage, a stay-at-home wife and mother, and children. Idealizing the traditional family as a private haven from a public world, family is seen as being held together through primary emotional bonds of love and caring. assuming a relatively fixed sexual division of labor, wherein women's roles are defined as primarily in the home with men's in the public world of work, the traditional family ideal also assumes the separation of work and family. Defined as a natural or biological arrangement based on heterosexual attraction, instead this monolithic family type is actually supported by government policy. It is organized not around a biological core, but a state-sanctioned, heterosexual marriage that confers legitimacy not only on the family structure itself but on children born in this family. In general, everything the imagined traditional family ideal is thought to be, African-American families are not. Two elements of the traditional family ideal are especially problematic for African-American women. First, the assumed split between the "public" sphere of paid employment and the "private" sphere of unpaid family responsibilities has never worked for U.S. Black women. Under slavery, U.S. Black women worked without pay in the allegedly public sphere of Southern agriculture and had their family privacy routinely violated. Second, the public/private binary separating the family households from the paid labor market is fundamental in explaining U.S. gender ideology. If one assumes that real men work and real women take care of families, then African-Americans suffer from deficient ideas concerning gender. in particular, Black women become less "feminine," because they work outside the home, work for pay and thus compete with men, and their work takes them away from their children. Framed through this prism of an imagined traditional family ideal, U.S. Black women's experiences and those of other women of color are typically deemed deficient. Rather than trying to explain why Black women's work and family patterns deviate from the seeming normality of the traditional family ideal, a more fruitful approach lies in challenging the very constructs of work and family themselves. Understandings of work, like understandings of family, vary greatly depending on who controls the definitions.

The year 1992 was the countdown year for the formation of the European single market, the regional economic entity—utopian for some, dystopian for others—now intended to recenter Europe in a global politics fragmented in the wake of the breakup of the Soviet Union....The year 1992 was also when the action adventure TV series Highlander first premiered—“the first European co-produced weekly hour to be sold into the US syndication market.” ...My own pleasure in Highlander began with the principal actor Adrian Paul’s eroticized image. I immediately (and somewhat idiosyncratically) “recognized” it as gay (the image, not necessarily the main story character Duncan MacLeod, or the actor Adrian Paul). It was in this “recognition” that I discovered my pleasure in the show. As a lesbian I was surprised: this was really the first TV show since my adolescence in which an eroticized male image seemed so powerfully attractive to me. Perhaps that is why I assumed it was somehow gay....

the importance of sound money can be explained for three broad reasons: first, it protects value across time, which gives people a bigger incentive to think of their future, and lowers their time preference. The lowering of the time preference is what initiates the process of human civilization and allows for humans to cooperate, prosper, and live in peace. Second, sound money allows for trade to be based on a stable unit of measurement, facilitating ever-larger markets, free from government control and coercion, and with free trade comes peace and prosperity. Further, a unit of account is essential for all forms of economic calculation and planning, and unsound money makes economic calculation unreliable and is the root cause of economic recessions and crises. Finally, sound money is an essential requirement for individual freedom from despotism and repression, as the ability of a coercive state to create money can give it undue power over its subjects, power which by its very nature will attract the least worthy, and most immoral, to take its reins.

People, especially those in charge, rarely invite you into their offices and give freely of their time. Instead, you have to do something unique, compelling, even funny or a bit daring, to earn it. Even if you happen to be an exceptionally well-rounded person who possesses all of the scrappy qualities discussed so far, it’s still important to be prepared, dig deep, do the prep work, and think on your feet. Harry Gordon Selfridge, who founded the London-based department store Selfridges, knew the value of doing his homework. Selfridge, an American from Chicago, traveled to London in 1906 with the hope of building his “dream store.” He did just that in 1909, and more than a century later, his stores continue to serve customers in London, Manchester, and Birmingham. Selfridges’ success and staying power is rooted in the scrappy efforts of Harry Selfridge himself, a creative marketer who exhibited “a revolutionary understanding of publicity and the theatre of retail,” as he is described on the Selfridges’ Web site. His department store was known for creating events to attract special clientele, engaging shoppers in a way other retailers had never done before, catering to the holidays, adapting to cultural trends, and changing with the times and political movements such as the suffragists. Selfridge was noted to have said, “People will sit up and take notice of you if you will sit up and take notice of what makes them sit up and take notice.” How do you get people to take notice? How do you stand out in a positive way in order to make things happen? The curiosity and imagination Selfridge employed to successfully build his retail stores can be just as valuable for you to embrace in your circumstances. Perhaps you have landed a meeting, interview, or a quick coffee date with a key decision maker at a company that has sparked your interest. To maximize the impression you’re going to make, you have to know your audience. That means you must respectfully learn what you can about the person, their industry, or the culture of their organization. In fact, it pays to become familiar not only with the person’s current position but also their background, philosophies, triumphs, failures, and major breakthroughs. With that information in hand, you are less likely to waste the precious time you have and more likely to engage in genuine and meaningful conversation.

Allison got to the lobby first, dressed in jeans, a red sweater, and a cropped black jacket. Her feet had ordered her directly into flats the moment she’d gotten into her room, so she’d put on a pair of short black boots. She didn’t see Rick or Kim and flopped down on an overstuffed, garishly-clad club chair to wait. Despite the time of night, the place was packed, and she amused herself by watching people and guessing their stories. Caught up in trying to determine if a woman near the door dressed in a skin-tight black dress and bright red, four-inch, platform shoes was a high-class call girl, or a model, she almost vaulted out of her seat when a voice said, “Anyone sitting here?” She looked up at a man of about forty, dressed in olive green silk pants and a cream colored sweater. He was so attractive Allison couldn’t answer with anything other than a shake of her head. The fact that his eyes were the same color as hers only added to her disquiet. “Great.” He flashed a set of perfect teeth at her briefly, and dropped into the matching chair across from her. “I know you,” he added, “saw you on the ATCE show floor today. You work for Hoyt right? In marketing?” Allison nodded. The man put out his hand, “Craig Simmons.

If there are costs to becoming legal, there are also bound to be costs to remaining outside the law. We found that operating outside the world of legal work and business was surprisingly expensive. In Peru, for example, the cost of operating a business extralegally includes paying 10 to 15 per cent of its annual income in bribes and commissions to authorities. Add to such payoffs the costs of avoiding penalties, making transfers outside legal channels and operating from dispersed locations and without credit, and the life of the extralegal entrepreneur turns out to be far more costly and full of daily hassles than that of the legal businessman. Perhaps the most significant cost was caused by the absence of institutions that create incentives for people to seize economic and social opportunities to specialize within the market place. We found that people who could not operate within the law also could not hold property efficiently or enforce contracts through the courts; nor could they reduce uncertainty through limited liability systems and insurance policies, or create stock companies to attract additional capital and share risk. Being unable to raise money for investment, they could not achieve economies of scale or protect their innovations through royalties and patents.

Anderson has spent enough time poring over ancient pictures that they seldom affect him. He can usually ignore the foolish confidence of the past—the waste, the arrogance, the absurd wealth—but this one irritates him: the fat flesh hanging off the farang, the astonishing abundance of calories that are so obviously secondary to the color and attractiveness of a market that has thirty varieties of fruit: mangosteens, pineapples, coconuts, certainly. . . but there are no oranges, now. None of these. . . these. . . dragon fruits, none of these pomelos, none of these yellow things. . . lemons. None of them. So many of these things are simply gone. But the people in the photo don't know it. These dead men and women have no idea that they stand in front of the treasure of the ages, that they inhabit the Eden of the Grahamite Bible where pure souls go to live at the right hand of God. Where all the flavors of the world reside under the careful attentions of Noah and Saint Francis, and where no one starves. Anderson scans the caption. The fat, self-contented fools have no idea of the genetic gold mine they stand beside. The book doesn't even bother to identify the ngaw. It's just another example of nature's fecundity, taken entirely for granted because they enjoyed so damn much of it.

Or again, supposing prizes were offered to the magistrates in charge of the market for equitable and speedy settlements of points in dispute to enable any one so wishing to proceed on his voyage without hindrance, the result would be that far more traders would trade with us and with greater satisfaction. It would indeed be a good and noble institution to pay special marks of honour, such as the privilege of the front seat, to merchants and shipowners, and on occasion to invite to hospitable entertainment those who, through something notable in the quality of ship or merchandise, may claim to have done the state a service. The recipients of these honours will rush into our arms as friends, not only under the incentive of gain, but of distinction also. Now the greater the number of people attracted to Athens either as visitors or as residents, clearly the greater the development of imports and exports. More goods will be sent out of the country, there will be more buying and selling, with a consequent influx of money in the shape of rents to individuals and dues and customs to the state exchequer. And to secure this augmentation of the revenues, mind you, not the outlay of one single penny; nothing needed beyond one or two philanthropic measures and certain details of supervision.

It was a wake-up call to me to learn that Airbnb was by no means unique: Instagram started as a location-based social network called Burbn (which had an optional photo feature). It attracted a core group of users and more than $500,000 in funding. And yet the founders realized that its users were flocking to only one part of the app—the photos and filters. They had a meeting, which one of the founders recounts like this: “We sat down and said, ‘What are we going to work on next? How are we going to evolve this product into something millions of people will want to use? What is the one thing that makes this product unique and interesting?’”7 The service soon retooled to become Instagram as we know it: a mobile app for posting photos with filters. The result? One hundred thousand users within a week of relaunching. Within eighteen months, the founders sold Instagram to Facebook for $1 billion. I know that seems simple, that the marketing lesson from Instragram is that they made a product that was just awesome. But that’s good news for you—it means there’s no secret sauce, and the second your product gets to be that awesome, you can see similar results. Just look at Snapchat, which essentially followed the same playbook by innovating in the mobile photo app space, blew up with young people, and skyrocketed to a $3.5-billion-dollar valuation with next-to-no marketing.

Your story isn’t powerful enough if all it does is lead the horse to water; it has to inspire the horse to drink, too. On social media, the only story that can achieve that goal is one told with native content. Native content amps up your story’s power. It is crafted to mimic everything that makes a platform attractive and valuable to a consumer—the aesthetics, the design, and the tone. It also offers the same value as the other content that people come to the platform to consume. Email marketing was a form of native content. It worked well during the 1990s because people were already on email; if you told your story natively and provided consumers with something they valued on that platform, you got their attention. And if you jabbed enough to put them in a purchasing mind-set, you converted. The rules are the same now that people spend their time on social media. It can’t tell you what story to tell, but it can inform you how your consumer wants to hear it, when he wants to hear it, and what will most make him want to buy from you. For example, supermarkets or fast-casual restaurants know from radio data that one of the ideal times to run an ad on the radio is around 5:00 P.M., when moms are picking up the kids and deciding what to make for dinner, and even whether they have the energy to cook. Social gives you the same kind of insight. Maybe the data tells you that you should post on Facebook early in the morning before people settle

When we talk about finding or having found our soul mate (if we do), we do not believe ourselves to be immersed in the capitalist economy. But this is an even more important terrain for capitalism than the convenience store where we buy a soda and candy bar or the stock exchange floor where companies are financed. The idea of the soul mate plays a crucial role in the promulgation of consumption. If I believe that a perfect commodity exists in the romantic field, this changes my relationship to all commodities. Commodities become more attractive insofar as each one stands in for the perfect partner. Though a hammer at the hardware store most likely cannot function as my soul mate, I will find more pleasure in purchasing it with the idea of an ideal commodity informing the purchase, and this is what the soul mate provides. That is to say, the idea of the soul mate underwrites all consumption within the capitalist universe. The soul mate is the commodity in the form of the subject’s complement. This is why the idea of the soul mate has such importance for capitalism. The subject experiences itself as lacking whenever it desires, and no object can fill this lack. But the promise of the soul mate is the promise of completion, an object that would complement the lacking subject perfectly and thereby ameliorate its lack. No such complement exists outside of ideological fantasies, but capitalism requires subjects who invest themselves in such fantasies.

If you are stuck in circumstances in which it takes Herculean efforts to get through the day— doing low-income work, obeying an authoritarian boss, buying clothes for the children, dealing with school issues, paying the rent or mortgage, fixing the car, negotiating with a spouse, paying taxes, and caring for older parents— it is not easy to pay close attention to larger political issues. Indeed you may wish that these issues would take care of themselves. It is not a huge jump from such a wish to become attracted to a public philosophy, spouted regularly at your job and on the media, that economic life would regulate itself automatically if only the state did not repeatedly intervene in it in clumsy ways. Now underfunded practices such as the license bureau, state welfare, public health insurance, public schools, public retirement plans, and the like begin to appear as awkward, bureaucratic organizations that could be replaced or eliminated if only the rational market were allowed to take care of things impersonally and quietly, as it were. Certainly such bureaucracies are indeed often clumsy. But more people are now attracted to compare that clumsiness to the myth of how an impersonal market would perform if it took on even more assignments and if state regulation of it were reduced even further. So a lot of “independents” and “moderates” may become predisposed to the myth of the rational market in part because the pressures of daily life encourage them to seek comfort in ideological formations that promise automatic rationality.

Learning to meditate helped too. When the Beatles visited India in 1968 to study Transcendental Meditation at the ashram of Maharishi Mahesh Yogi, I was curious to learn it, so I did. I loved it. Meditation has benefited me hugely throughout my life because it produces a calm open-mindedness that allows me to think more clearly and creatively. I majored in finance in college because of my love for the markets and because that major had no foreign language requirement—so it allowed me to learn what I was interested in, both inside and outside class. I learned a lot about commodity futures from a very interesting classmate, a Vietnam veteran quite a bit older than me. Commodities were attractive because they could be traded with very low margin requirements, meaning I could leverage the limited amount of money I had to invest. If I could make winning decisions, which I planned to do, I could borrow more to make more. Stock, bond, and currency futures didn’t exist back then. Commodity futures were strictly real commodities like corn, soybeans, cattle, and hogs. So those were the markets I started to trade and learn about. My college years coincided with the era of free love, mind-expanding drug experimentation, and rejection of traditional authority. Living through it had a lasting effect on me and many other members of my generation. For example, it deeply impacted Steve Jobs, whom I came to empathize with and admire. Like me, he took up meditation and wasn’t interested in being taught as much as he loved visualizing and building out amazing new things. The times we lived in taught us both to question established ways of doing things—an attitude he demonstrated superbly in Apple’s iconic “1984” and “Here’s to the Crazy Ones,” which were ad campaigns that spoke to me. For the country as a whole, those were difficult years. As the draft expanded and the numbers of young men coming home in body bags soared, the Vietnam War split the country. There was a lottery based on birthdates to determine the order of those who would be drafted. I remember listening to the lottery on the radio while playing pool with my friends. It was estimated that the first 160 or so birthdays called would be drafted, though they read off all 366 dates. My birthday was forty-eighth.

Ionic is the ‘opposites attract’ chemical bond,” Elizabeth explained as she emerged from behind the counter and began to sketch on an easel. “For instance, let’s say you wrote your PhD thesis on free market economics, but your husband rotates tires for a living. You love each other, but he’s probably not interested in hearing about the invisible hand. And who can blame him, because you know the invisible hand is libertarian garbage.” She looked out at the audience as various people scribbled notes, several of which read “Invisible hand: libertarian garbage.” “The point is, you and your husband are completely different and yet you still have a strong connection. That’s fine. It’s also ionic.” She paused, lifting the sheet of paper over the top of the easel to reveal a fresh page of newsprint. “Or perhaps your marriage is more of a covalent bond,” she said, sketching a new structural formula. “And if so, lucky you, because that means you both have strengths that, when combined, create something even better. For example, when hydrogen and oxygen combine, what do we get? Water—or H2O as it’s more commonly known. In many respects, the covalent bond is not unlike a party—one that’s made better thanks to the pie you made and the wine he brought. Unless you don’t like parties—I don’t—in which case you could also think of the covalent bond as a small European country, say Switzerland. Alps, she quickly wrote on the easel, + a Strong Economy = Everybody Wants to Live There. In a living room in La Jolla, California, three children fought over a toy dump truck, its broken axle lying directly adjacent to a skyscraper of ironing that threatened to topple a small woman, her hair in curlers, a small pad of paper in her hands. Switzerland, she wrote. Move. “That brings us to the third bond,” Elizabeth said, pointing at another set of molecules, “the hydrogen bond—the most fragile, delicate bond of all. I call this the ‘love at first sight’ bond because both parties are drawn to each other based solely on visual information: you like his smile, he likes your hair. But then you talk and discover he’s a closet Nazi and thinks women complain too much. Poof. Just like that the delicate bond is broken. That’s the hydrogen bond for you, ladies—a chemical reminder that if things seem too good to be true, they probably are.” She walked

What is certain is that the immutable classes, the nobility, the clergy, the bourgeoisie, the people, had loftier souls at that time. You can prove it: society has done nothing but deteriorate in the four centuries separating us from the Middle Ages. "True, a baron then was usually a formidable brute. He was a drunken and lecherous bandit, a sanguinary and boisterous tyrant, but he was a child in mind and spirit. The Church bullied him, and to deliver the Holy Sepulchre he sacrificed his wealth, abandoned home, wife, and children, and accepted unconscionable fatigues, extraordinary sufferings, unheard-of dangers. "By pious heroism he redeemed the baseness of his morals. The race has since become moderate. It has reduced, sometimes even done away with, its instincts of carnage and rape, but it has replaced them by the monomania of business, the passion for lucre. It has done worse. It has sunk to such a state of abjectness as to be attracted by the doings of the lowest of the low. ...cupidity was repressed by the confessor, and the tradesman, just like the labourer, was maintained by the corporations, which denounced overcharging and fraud, saw that decried merchandise was destroyed, and fixed a fair price and a high standard of excellence for commodities. Trades and professions were handed down from father to son. The corporations assured work and pay. People were not, as now, subject to the fluctuations of the market and the merciless capitalistic exploitation. Great fortunes did not exist and everybody had enough to live on. Sure of the future, unhurried, they created marvels of art, whose secret remains for ever lost. "All the artisans who passed the three degrees of apprentice, journeyman, and master, developed subtlety and became veritable artists. They ennobled the simplest of iron work, the commonest faience, the most ordinary chests and coffers. Those corporations, putting themselves under the patronage of Saints—whose images, frequently besought, figured on their banners—preserved through the centuries the honest existence of the humble and notably raised the spiritual level of the people whom they protected. ...The bourgeoise has taken the place forfeited by a wastrel nobility which now subsists only to set ignoble fashions and whose sole contribution to our 'civilization' is the establishment of gluttonous dining clubs, so-called gymnastic societies, and pari-mutuel associations. Today the business man has but these aims, to exploit the working man, manufacture shoddy, lie about the quality of merchandise, and give short weight. ...There is one word in the mouths of all. Progress. Progress of whom? Progress of what? For this miserable century hasn't invented anything great. "It has constructed nothing and destroyed everything...

The Ten Ways to Evaluate a Market provide a back-of-the-napkin method you can use to identify the attractiveness of any potential market. Rate each of the ten factors below on a scale of 0 to 10, where 0 is terrible and 10 fantastic. When in doubt, be conservative in your estimate: Urgency. How badly do people want or need this right now? (Renting an old movie is low urgency; seeing the first showing of a new movie on opening night is high urgency, since it only happens once.) Market Size. How many people are purchasing things like this? (The market for underwater basket-weaving courses is very small; the market for cancer cures is massive.) Pricing Potential. What is the highest price a typical purchaser would be willing to spend for a solution? (Lollipops sell for $0.05; aircraft carriers sell for billions.) Cost of Customer Acquisition. How easy is it to acquire a new customer? On average, how much will it cost to generate a sale, in both money and effort? (Restaurants built on high-traffic interstate highways spend little to bring in new customers. Government contractors can spend millions landing major procurement deals.) Cost of Value Delivery. How much will it cost to create and deliver the value offered, in both money and effort? (Delivering files via the internet is almost free; inventing a product and building a factory costs millions.) Uniqueness of Offer. How unique is your offer versus competing offerings in the market, and how easy is it for potential competitors to copy you? (There are many hair salons but very few companies that offer private space travel.) Speed to Market. How soon can you create something to sell? (You can offer to mow a neighbor’s lawn in minutes; opening a bank can take years.) Up-front Investment. How much will you have to invest before you’re ready to sell? (To be a housekeeper, all you need is a set of inexpensive cleaning products. To mine for gold, you need millions to purchase land and excavating equipment.) Upsell Potential. Are there related secondary offers that you could also present to purchasing customers? (Customers who purchase razors need shaving cream and extra blades as well; buy a Frisbee and you won’t need another unless you lose it.) Evergreen Potential. Once the initial offer has been created, how much additional work will you have to put in in order to continue selling? (Business consulting requires ongoing work to get paid; a book can be produced once and then sold over and over as is.) When you’re done with your assessment, add up the score. If the score is 50 or below, move on to another idea—there are better places to invest your energy and resources. If the score is 75 or above, you have a very promising idea—full speed ahead. Anything between 50 and 75 has the potential to pay the bills but won’t be a home run without a huge investment of energy and resources.

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