Art Is The Act Of

Traditional Sales And Marketing Involves Increasing Market Shares, Which Means Selling As Much Of Your Product As You Can To As Many Customers As Possible. One-to-one Marketing Involves Driving For A Share Of Customer, Which Means Ensuring That Each Individual Customer Who Buys Your Product Buys More Product, Buys Only Your Brand, And Is Happy Using Your Product Instead Of Another To Solve His Problem. The True, Current Value Of Any One Customer Is A Function Of The Customer's Future Purchases, Across All The Product Lines, Brands, And Services Offered By You.

It's Possible That Your Next Frontier Isn't To Get More Efficient, It's To Get More Brave.

Think Big. Start Small.

Here's The Truth You Have To Wrestle With: The Reason That Art (writing, Engaging, Leading, All Of It) Is Valuable Is Precisely Why I Can't Tell You How To Do It. If There Were A Map, There'd Be No Art, Because Art Is The Act Of Navigating Without A Map. Don't You Hate That? I Love That There's No Map.

That The Horrible Zika Virus Or Hiv, We Can Look At What It Means To Be Patient Zero, What It Means To Need Not Much Contact To Spread, And All Of Those Things Follow Into The Way Ideas Spread.