The key in all this is crossing the chasm—performing the acts that allow the first shoots of that mainstream market to emerge. This is a do-or-die proposition for high-tech enterprises; hence it is logical that they be the crucible in which “chasm theory” is formed. But the principles can be generalized to other forms of marketing, so for the general reader who can bear with all the high-tech examples in this book, useful lessons may be learned.
The School of Life has produced 500 films and written 5 million words. This is an enormous problem.
To stand any hope of remaining in anyone’s mind, ideas – even very good ideas – need to be brief and reduced to an essence.
That’s why, for the sake of our followers, we’ve summarised everything we believe down to eight key points: the credo of The School of Life.
We fall off track because a part of us isn’t sure that the goal we’re working toward is going to make our lives better. This causes inner conflict, and when there’s inner conflict, we do the easiest thing of all: nothing.
I’ve presented this simple worksheet to many clients, and I’ve found that it helps determine what’s really holding them back.
Distilling your message into a single sentence will make your writing flow better, and make your key points easier to arrange. Think of the single sentence as a lighthouse guiding you through fog. If you become overwhelmed with an abundance of data or competing themes, the single sentence will help you stay on track.
Ugh Fields' are a really useful concept. The existing write-up isn't targeted at ordinary readers so I'll have a go:
Have you ever had an overdue task, a task which isn't so bad in itself, but which you can't bring yourself to think about without feeling awful?
“I tried to find the right framework with which to make this big decision... what made this decision really easy was a regret minimization framework... I knew when I was 80, I wasn't going to regret trying this. If I failed, I wouldn't regret that. But I knew the one thing I might regret is not ever having tried.“
He told me his First Rule of Consulting:
No matter how much you try, you can’t stop people from sticking beans up their nose...
Time and time again, I come across situations where I think, “OMG! They are trying to stick beans up their nose!” It explains what’s happening and what I should do next.
The only thing I can do in a beans-and-noses situation (notice my clever use of flight-attendant grammar forms?) is wait. Wait until the bean is in its final resting place. Then, with a calmness only seen in yoga instructors, I can turn to the nose owner and ask, “So, how is that working for you? Did it do everything you’d hoped?”
Of course, if they answer they enjoyed it and it was wonderful, then they are not someone I can relate to or help in any way.
However, if sticking a bean deep into their nostril doesn’t meet the very high expectations they’d had, I can now start talking alternative approaches to reaching those expectations.
Here we show that materials science knowledge present in the published literature can be efficiently encoded as information-dense word embeddings11,12,13 (vector representations of words) without human labelling or supervision. Without any explicit insertion of chemical knowledge, these embeddings capture complex materials science concepts such as the underlying structure of the periodic table and structure–property relationships in materials. Furthermore, we demonstrate that an unsupervised method can recommend materials for functional applications several years before their discovery. This suggests that latent knowledge regarding future discoveries is to a large extent embedded in past publications. Our findings highlight the possibility of extracting knowledge and relationships from the massive body of scientific literature in a collective manner, and point towards a generalized approach to the mining of scientific literature.
Whoever is in charge of hosting the meeting, or the most senior person in the room, should take responsibility for introducing everyone. Doing so neatly sidesteps both the aforesaid problems. Any awkwardness Claire in procurement feels about mentioning her experience and expertise in a relevant issue the meeting will address is deftly deflected. Second, the procurement department’s hi-flyer is now better placed to listen to the experience and expertise of others in the room, without worrying that her turn to speak is rapidly approaching.
You’re about to spend 11 minutes perfecting an email to a customer. You could do a 90% ideal job in one minute, and the extra 10 minutes spent will increase the ‘quality’ of the email to 92%.
It is now over 50 years since I read the famous conversation between Max Hart of Hart, Shaffner and Marx and his ad agent,
Hart said he would never read long copy.
His agent said, "I'll just give you the headline of a full page all-copy ad. You would read every word."
"What is it?" asked Hart.
"This is the truth about Max Hart," his agent replied.
It reminded me of one of my favourite quotes, from Howard Gossage: "People read what interests them, sometimes it's an ad".