It's time to take the powerful ideas we've discussed so far and formulate a strategy.
In any given industry some people struggle to get enough customers while others have more than they can handle. In any given market, some companies chase for clients while others select who they want to work with and turn away the rest.
What sets these two groups apart is the way they see themselves. It's the difference between seeing yourself as running a “business” (which actually sounds a lot like busy-ness) and a “Campaign Driven Enterprise”.
A Campaign Driven Enterprise is the identity you'll need to adopt in order to become oversubscribed. ...