The linchpin feels the fear, acknowledges it, then proceeds. I can't tell you how to do this; I think the answer is different for everyone. What I ca… - Seth Godin

Forty years ago, Richard Branson, who ultimately founded Virgin Air, found himself in a similar situation in an airport in the Caribbean. They had just canceled his flight, the only flight that day. Instead of freaking out about how essential the flight was, how badly his day was ruined, how his entire career was now in jeopardy, the young Branson walked across the airport to the charter desk and inquired about the cost of chartering a flight out of Puerto Rico. Then he borrowed a portable blackboard and wrote, “Seats to Virgin Islands, $39.” He went back to his gate, sold enough seats to his fellow passengers to completely cover his costs, and made it home on time. Not to mention planting the seeds for the airline he’d start decades later. Sounds like the kind of person you’d like to hire

Consumers with otaku are the sneezers you seek. They’re the ones who will take the time to learn about your product, take the risk to try your product, and take their friends’ time to tell them about it. The flash of insight is that some markets have more otaku-stricken consumers than others. The task of the remarkable marketer is to identify these markets and focus on them to the exclusion of lesser markets – regardless of relative size.

Frequency led to awareness, awareness to familiarity, and familiarity to trust. And trust, almost without exception, leads to profit.