The title of this story is the reason why it was one of the first stories we chose to include in this book, but the real value is in its detail. The lessons it imparts are simple but critical: put in a little effort, take on minimal cost or risk, add some help from those you trust – and repeat.
One of the things that Mike Corbridge's company Social Media Black Belt, based in Milton Keynes, does is to create mobile apps. After having identified that sales of these products were a bit slow, Mike initially resorted to the normal ‘average’ business-owner strategy of ‘hoping’ that things would improve.
Of course, they didn't (as that approach rarely ...
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