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Reaching the 10% of the market
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Look, you don't need to "reach the 10% of the market/segment". We can all play the numbers game. Basic math ain't that hard. To get to that "10%" is not rocket science. You know what's hard? Taking a stand for something and sticking to it. Knowing that —sometimes— this "something" is not the way to go, let go and take a new approach (and a new something). Finding the ones who actually care about that something. And forget about your solutions —and your brand. If you can help them get what they want, they'll stick to you. But that requires a quote of effort to really understand them. And see what's best for them, and best for you. That might be less than 10%. And that's fine. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
"From a cost center to a profit center" What a nonsense. That implies that your profit is based on your costs control. That, magically, when you know your costs (or audit or improve them or whatever), you'll turn into profit. It implies that costs is the basis for profit per default. It also implies that to get to that profit, you need to be the most cost efficient and cost effective. That you rip off anything that is a cost. It implies that you follow best-practices. Bull.Shit. That also...
Getting too close to what the rules/views/templates/best-practices are can make you miss important details. Paper can hold anything. Reality doesn’t.
In a negotiation, the first thing you need to be comfortable with is zero. As in No Money, can't pay, won't pay, don't see the point on it. Having that figure clear in your head is the thing that will let you move forward. Right now, you have zero. If the deal doesn't happen, you'll still have zero. You didn't lose something that you didn't have in the first place. Zero means you're also free. You can say no when it's not a fit, when it doesn't make sense to you, or when you feel like it....