Part IV. Marketing your way out
In brief ...
Chapter 9: Communication and brand
Keep things simple—less is more; help people understand your message/offering immediately
Focus on building trust; underpromise, overdeliver; keep things credible
Treat every customer as a partner—make it part of your corporate DNA
Chapter 10: Customer value
Customers are your scarcest resource; there are only so many who want your offering
Customers are your only source of revenue—not products, not services
The best measure of success is NOT this quarter's figures, but whether your customers' propensity to do more business is increasing or decreasing—think lifetime value and Return on Customer (ROC)
Everyone is connected; communication is instantaneous; people are curious ...
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