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Traditional Sales And Marketing Involves Increasing Market Shares, Which Means Selling As Much Of Your Product As You Can To As Many Customers As Possible. One-to-one Marketing Involves Driving For A Share Of Customer, Which Means Ensuring That Each Individual Customer Who Buys Your Product Buys More Product, Buys Only Your Brand, And Is Happy Using Your Product Instead Of Another To Solve His Problem. The True, Current Value Of Any One Customer Is A Function Of The Customer's Future Purchases, Across All The Product Lines, Brands, And Services Offered By You.

-Seth Godin

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Traditional Sales And Marketing

Seth Godin

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Traditional Sales And Marketing Involves Increasing Market Shares, Which Means Selling As Much Of Your Product As You Can To As Many Customers As Possible. One-to-one Marketing Involves Driving For A Share Of Customer, Which Means Ensuring That Each Individual Customer Who Buys Your Product Buys More Product, Buys Only Your Brand, And Is Happy Using Your Product Instead Of Another To Solve His Problem. The True, Current Value Of Any One Customer Is A Function Of The Customer's Future Purchases, Across All The Product Lines, Brands, And Services Offered By You.

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I Don’t Think The Shortage Of Artists Has Much To Do With The Innate Ability To Create Or Initiate. I Think It Has To Do With Believing That It’s Possible And Acceptable For You To Do It. We’ve Had These Doors Open Wide For Only A Decade Or So, And Most People Have Been Brainwashed Into Believing That Their Job Is To Copyedit The World, Not To Design It.

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It's Easy To Pretend Expertise When There's No Data To Contradict You.

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If Failure Is Not An Option, Then Neither Is Success.

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Genius Is The Act Of Solving A Problem In A Way No One Has Solved It Before.

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What Makes Someone An Artist? I Don't Think Is Has Anything To Do With A Paintbrush. There Are Painters Who Follow The Numbers, Or Paint Billboards, Or Work In A Small Village In China, Painting Reproductions. These Folks, While Swell People, Aren't Artists. On The Other Hand, Charlie Chaplin Was An Artist, Beyond A Doubt. So Is Jonathan Ive, Who Designed The Ipod. You Can Be An Artist Who Works With Oil Paints Or Marble, Sure. But There Are Artists Who Work With Numbers, Business Models, And Customer Conversations. Art Is About Intent And Communication, Not Substances.

The World Doesn't Owe You A Living, But Just When You Needed It, A Door Was Opened For You To Make A Difference.

Making A Difference

Quality Is Not An Absolute Measure. It Doesn't Mean 'deluxeness' Or 'perfection'. It Means Keeping The Promise The Customer Wants You To Make.

Entertainment Has Seduced Us Into Believing That We Have A Chance To Live The Life They Live In The Movies. Even The People In The Movies Don't Live That Life. It Doesn't Take 135 Minutes To Make A Life, It Takes Almost A Century. Everything Doesn't Depend On What Happens In The Next Ninety Seconds. Ever.

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The Competitive Advantages The Marketplace Demands Is Someone More Human, Connected, And Mature. Someone With Passion And Energy, Capable Of Seeing Things As They Are And Negotiating Multiple Priorities As She Makes Useful Decisions Without Angst. Flexible In The Face Of Change, Resilient In The Face Of Confusion. All Of These Attributes Are Choices, Not Talents, And All Of Them Are Available To You.

Change Isn't Made By Asking Permission. Change Is Made By Asking Forgiveness, Later.

Asking Permission

Asking For Forgiveness

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It Turns Out That The People Who Like Their Jobs The Most Are Also The Ones Who Are Doing The Best Work, Making The Greatest Impact, And Changing The Most.

Developing Expertise Or Assets That Are Not Easily Copied Is Essential; Otherwise You're Just A Middleman.

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Art Isn't Only A Painting. Art Is Anything That Is Creative, Passionate And Personal. Art Is The Unique Work Of A Human Being Created To Touch Another. Art Is Created To Have An Impact, To Change Someone Else.

Tell Your Lizard (brain) To Shut Up.

Organizations That Destroy The Status Quo Win. Whatever The Status Quo Is, Changing It Gives You The Opportunity To Be Remarkable.

Here's The Thing: The Book That Will Most Change Your Life Is The Book You Write.

The Instinct To Produce Great Work Doesn't Require A Fancy Notebook.

The Only Way To Consistently Grow In B2b Is To Be Better Than Very Good.

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The Combination Of Passion And Art Is What Makes Someone A Linchpin.

Build It, And They Will Come" Only Works In The Movies. Social Media Is A "build It, Nurture It, Engage Them, And They May Come And Stay.

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