Consciously building Social Signals (discussed later) into your offer is almost always an effective way to increase its appeal to your target market. - Josh Kaufman

At the core, every business is a collection of five Interdependent processes, each of which flows into the next: 1. Value Creation — discovering what people need or want, then creating it. 2. Marketing — attracting attention and building demand for what you’ve created. 3. Sales — turning prospective customers into paying customers. 4. Value Delivery — giving your customers what you’ve promised and ensuring that they’re satisfied. 5. Finance — bringing in enough money to keep going and make your effort worthwhile

Return on Promotion: For every $1 you spend in advertising, how much revenue do you collect? Profit per Employee: For every person you employ, how much profit does your business generate? Closing Ratio: For every prospect you serve, how many purchase? Returns/Complaints Ratio: For every sale you make, how many choose to return or complain?

Чем более некомпетентен человек, тем меньше он осознает свою некомпетентность. Чем больше он знает, тем правильнее оценивает свои способности и, следовательно, сильнее в них сомневается до тех пор, пока на практике не убедится, что действительно ими обладает