20% of your day

is all about getting into state – feeling like you’re on top of the world and 80% of the day is staying there.

When you’re unstoppable, when there is no being hesitant, when you give all you’ve got, it has it’s own reward.

They think it’s a hassle

Have we made our product easy and effortless for them to use? There is one thing that comes with using a product – you have to set it up and implement it.

Often times, when you sell to businesses, one of the unseen reasons for what they don’t buy, is that it’s a hassle for them to implement. To use your product they will have to change something. It is going to take some work, probably a lot.

The reason why we find so many companies still using old software is because switching to better and newer devices is connected with a lot of work. There is a cost of adoption. Microsoft has locked in countless businesses that way and made a huge profit because of it.

One possible solution is to make a process for them to follow through. “We know how easy it is to get overwhelmed so we have created a 5-week implementation process for you. We will tell you each week what exactly to do. It’s going to look like you haven’t done much work but after five weeks, you’re done. You’ll have accomplished what you set out to do.”

Then, when you’re calling them each week, see whether they need help with something or whether you need to give them more time for a task. Make it very easy and help them not get overwhelmed.

Trump’s campaign needed not to wish

Trump says, he brought up immigration first. He said he brought up the veterans first. He talked about political correctness first.

Tell me whatever you want but that was a strategy. People won’t remember much about you in this noisy world so whatever you say has to hit the headlines.

I cannot educate about marketing without alluding to the adoption bell curve:

talbellcurve_single1

The reason, why there is so much money in politics is because it used to be about buying TV ads. TV gave you a microphone and the mass was listening. The problem is, as every other marketer realized: TV is not what it used to be.

Find out how much money Jeb Bush spent and consider – he lost. A few years ago, he’d be better off. Today, he constitutes a warning for every marketer: Mass is dead.

Nevermore you are going to reach the mass by directly trying to talk to them. Hundreds of millions of dollars wasted in the election prove my point.

The edges are all we’ve got.

Mass is boring. The mass wants proven stuff but in order to appeal to the edges, you’ve got to make something remarkable. Remarkable does not mean it’s good. It means it’s worth talking about. It is interesting.

Hint: The reason, why I’m writing about Trump is because it’s interesting.

Trump appealed to the edges; the less informed; and the angriest part of the population; and of course they’re going to respond.

The middle is really crowded and the edges tend not to be.

Some of Trump’s statements seem risky for him to us but in fact, making them only a little bit more safe would be really risky for him because it would make them less remarkable.

This is nothing new, as ancient Sparta’s spokesman surely knew a thing or two about remarkability.

The only chance the media had to stop Trump and kill his chances of success was to not talk about him at all. He would die in oblivion. Instead, they were selfish. News on Trump got people clicking; it got people tuning in and more traffic meant more money.

Not reporting on Trump would have been easy a few years ago when all we had were 20 channels in our TV which all were controlled by a handful of big corporations. Today, if the New York Times decided not to post about Trump, there would be the competing Guardian to steal that attention of potential New York Times readers. And don’t forget the rest of the internet.

With the mass dead, we don’t have a top-down approach anymore. All we have is people who talk to each other. To get them talking about you, you need to be interesting; you must be remarkable. It’s the edges that will open the door to the mass, a door that you could never open yourself.

I think Trump knew.

Big companies did not just start small

Legendary companies Facebook, Microsoft, Apple, HP – to juxtapose some, did not do the things they are doing now when they started.

Facebook was an exclusive network for Harvard students. Microsoft was not was it was today. Hewlett Packard made scientific measuring devices.

When you start something, many doors will open themselves, feel free to exploit some of the opportunities but never be too comfortable to change. Let it be reflected in your schedule.

Every three months get together with your key team and ask, “If we were to start from scratch again if we had nothing, would we do what we are doing now? If not, what else would we be working on?”