“Your Marketing Strategy starts, ends, lives, and dies with your customer.
“So in the development of your Marketing Strategy, it is absolutely imperative that you forget about your dreams, forget about your visions, forget about your interests, forget about what you want–forget about everything but your customer!
“When it comes to marketing, what you want is unimportant.
“It’s what the customer wants that matters.
“And what your customer wants is probably significantly different from what you think he wants.” (p. 218)
“Innovation is the heart of every exceptional business. Innovation continually poses the question: What is standing in the way of my customer getting what he wants from my business?
“For the Innovation to be meaningful it must always take the customer’s point of view. At the same time, Innovation simplifies your business to its critical essentials. It should make things easier for you and your people in the operation of your business; otherwise it’s not Innovation but complication.
“Innovation, then, is the mechanism through which your business identifies itself in the mind of your customer and establishes its individuality. It is the result of a scientifically generated and quantifiably verified profile of your customer’s perceived needs and unconscious expectations.
“It is the skill developed within your business and your people that is constantly asking, ‘What is the best way to do this?’ knowing, even as the question is asked, that we will never discover the best way, but by asking we will assuredly discover a way that’s better than the one we know now.” (p. 121)
“Remember that what you take for granted, because it is common knowledge to you, is a revelation, a secret of immense value to someone who does not know or understand it.” (p. 196)
This could be done easily through blogs, for example.
“I am a huge believer in creative theft. When I work as a consultant with one kind of business, I identify some principle of success, some strategy that is working for them, then take it and apply it to a second client’s business in a different field, where the strategy is new. And while I’m doing that, I can find something that the second client’s industry is doing and “steal” it to apply in an entirely different industry. You can certainly do the same thing for yourself…you might do as I do–find an idea you can transplant from one type of business to another.” (p. 178-9)
“Earl Nightingale once observed, “If, instead of working on making more money, the average businessperson would spend an hour each and every day in quiet contemplation of how to be of greater and more creative service to his clientele, he and they would be the richer for it.” (p. 70)
“The most precious commodity…is not money, gold, silver, or diamonds–it’s time. That’s what we have the least of; that’s what we’ll cheerfully pay to preserve. With both husband and wife working outside the home; kids to raise; homes to keep up; a new interest in health and fitness motivating use of gyms, walking, jogging; an endless variety of leisure activities; and a remarkably large percentage of people between the ages of twenty-five and fifty involved with spare-time, home-based businesses, there’s just not a minute to spare. So people will spend money for convenience. If you can give people time, you can make a fortune.” (p. 64)