Move beyond vertical marketing to lateral marketing by altering an existing offer utilizing substitution, combination, inversion, elimination, exaggerating or reordering.

Self development is a core pursuit for small business oweners - they need to be equal parts technician, entrpreneur and manager.  All of these traits need to be present for business success.

Bringing a new product to market need not be as difficult as it sounds.   It's critical to success that the product is easy distribute, the technology is simple, people view the product as unique, the benefits are obvious & you can sell the product at 4x-5x manufacturing cost.

Unlock key behaviors of customers by understanding: reciprocity, consistency & commitment, likability, authority, social proof, scarcity

Too many choices equates with less satisfaction.  The difference between "Maximizers" and "Satisficers" is a wide chasm that business leaders would do well to understand.

This book is one of the premier looks at the very challenging world of professional services marketing.