No More Than Six Words

In Our Desire To Please Everyone, It's Very Easy To End Up Being Invisible Or Mediocre.

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.

Copy, Not From Your Industry, From Others. You Have To Go Where There Is No Competition.

The Best Way To Be Missed When You're Gone Is To Stand For Something When You're Here.

Leaders Have Followers, Managers Have Employees. Managers Make Widgets, Leaders Make Change.