Chapter 4Jumpstarting Sales
The Emotional Triggers That Solved the Mystery of a Weak Category
It is easier to manufacture seven facts out of whole cloth than one emotion.
—Mark Twain
Using the bell curve to chart performance, most businesses inhabit the vast middle. Residing in a place equivalent to “average” has become risky. Years ago “average” suggested “solid.” Not anymore; now the word is a red flag, warning of oncoming danger. The literal definition of “average” is “normal” or “typical.” But that’s not the connotation and it’s rarely the reality. Today “average” is spelled “m-e-d-i-o-c-r-e,” and mediocre organizations tend to simply peter out over time. This is the story about a company in such a predicament, because, although sales overall ...
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