Aim to be the best in your category or to become the category?

  Aim to be the best in your category or to become the category? The safe bet would be to aim for category dominance. The risky bet would be to create the category. A category of one… Amazon, Google, Apple, Disney.   __________   This website is about our career health. To leave this site to read today’s […]

What justifies a price we are willing to pay?

  What justifies a price we are willing to pay? Expertise? Trust? Comfort? Style? Reputation? Results? Exemplification? All that plus this: How badly does the prospect want to change? And if they are pro-change, where do they what to land?   __________   On April Fool’s Day 2009, jeff noel began writing five daily, differently-themed […]