Focus on creating Forms of Value that require the least end-user effort to get the best possible End Result — they will have the highest perceived va… - Josh Kaufman

If you don’t know your Throughput, make it a priority to find out — measuring Throughput is the first step toward improving it.

Market matters most. And neither a stellar team nor a fantastic product will redeem a bad market. . . . Markets that don’t exist don’t care how smart you are. — MARC ANDREESSEN, VENTURE CAPITALIST AND COFOUNDER OF NETSCAPE

Your prospects know you’re not perfect, so don’t pretend to be. People become suspicious when something appears to be too good to be true. If an offer has no obvious downsides, your prospects will start asking themselves, “What’s the catch?” Instead of making them wonder, tell them yourself. By being up front with your prospects regarding drawbacks and Trade-offs, you’ll enhance your trustworthiness and close more sales.