Stop selling scarcity
February 08, 2010 at 08:27 AM EST
If you are selling a scarcity — an inventory — of any nonphysical goods today, stop, turn around, and start selling value — outcomes — instead. Or you’re screwed. Apply this rule to many enterprises: advertising, media, content, information, education, consultation, and to some extent, performance. * * * Start with advertising. I wrote in my [...]