The Power of Noticing: What the Best Leaders See (Max Bazerman, 2015)

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  • Slippery Slope Effect - a relatively small first step leads to a chain of related events culminating in some significant (usually negative) effect.
  • Perception - story of the dog that didn’t bark. A dog stop feeling hungry and also stop barking at strangers, soon after the house was burglarized as the dog have been constantly fed by the thief. 

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Discover the Secrets of Marketing That Works Exposed: 47 Time-tested Strategies To Boost Sales, Get Famous & Put Cash In Your Pockets - Fast! (Michael X. Branson, 2014)

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Mentality is important: accept there is money in your local marketplace, take advantage of the opportunities the recession created, make decisions based on numbers and not opinions Know your numbers Leads x sales conversion = customers Customers x average transaction value x transaction frequency = revenue Revenue x margin = profit Lifetime value (LV) = profit / customers Cost Per Customer (CPC) = marketing investment / customers Cash on Cash Return (CoCR) % = LV / CPC x 100 Know where your customers come from Run competition, privileged club and continuity programs Write to woo customers’ emotions and not their logic - write and submit informative and educational articles online When everybody is your customer, nobody is Developing unique selling distinction = purple cow Customise promotions & sales for every customer - up-sell, cross-sell & down-sell
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