Preface
If you've ever been discouraged by the undelivered promises of marketing, this book is for you. You and I share something in common: We've hoped that our marketing efforts would bring us big results. We've tried and failed. We've dusted ourselves off and kept on trying—each time learning from our failures.
I wrote Launch for you. I've failed so many times I stopped counting. But along the way, I kept at it—relentlessly. Then, finally, things clicked.
My hope is that this book reveals a new way of marketing to you. It's one that involves focusing on the needs of others, giving gifts, working with outsiders, and caging your marketing messages. These principles are precisely the opposite of traditional marketing. Yet they work. And they are the future.
Let me give you a little preview of what's in store for your business.
I'd like you to think of your business as a rocket ship. Your goal is to navigate this powerful machine to new frontiers. Your fuel is great content.
People consume your fuel, moving your rocket higher and faster. Your marketing messages have been packed in long-term storage. As you travel to new galaxies, a huge community of your peers, prospects, and customers supports you. You've become unstoppable.
In older and smaller rocket ships are your competitors. They're stuck at the edge of the atmosphere. Gravity is not only working against them, many have crashed and are wondering what happened.
The world is changing. Now it's time for your business to change ...
