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1 " If you are # 2 nobody knows you & hence nobody cares about you because most industries in the world are winner takes all industries . They are happy buying products from # 1 . They don’t have time to bother about who is # 2 "
― Dharmendra Rai ,
2 " When we were cavemen scarcity of food meant we would die fast . Hence scarcity rings alarm bells of anxiety "
3 " If you are not perceived as unique & useful your potential will always be a cup half full "
4 " Why do people write complicated books when simple books would help more people & sell more ? "
5 " When you ask people at a party about what they do – keep your ears strained for how many of them project themselves as unique . Most of them might say I work for ABC company that ‘s into software or XYZ company that is into retail without implying what is perceptually unique about their companies "
6 " Most human beings are irrational most of the time & hence they have weird perceptions of usefulness "
7 " I don ‘t know about you but I am a minimalist . I hate unnecessary stuff because even without them, there are lots of things life throws your way to keep you busy . Hence I do not have the following - A wife- A vehicle - A house ( I stay on rent ) - A fridge - A washing machine - A bed ( I sleep on a yoga mat ) - An air conditioner- A servant ( Very common in Indian households ) among many other things people deem necessary for happiness "
8 " People who think just focussing on the product is enough are known as product oriented rather than marketing oriented . They fall in love with their products & their unique points & think that by some invisible costless automatic phenomenon everyone in the world will know about the uniqueness of their products . Such people normally die poor "
9 " If you are perceived to be first ( a uniqueness ) , you tend to be remembered "
10 " Nobody cares who was the first . People care about who they perceive as the first . If you are the first in an industry but do not make people perceive you to be the first , you might as well have not gotten out of bed "
11 " Here is my practical definition of the availability heuristic Whatever is easily available to the brain is taken as true or the only one or the best or the most significant or the most frequent et al "
12 " Most people think tornadoes are deadlier than asthma though asthma causes 20 times more deaths "
13 " Most people estimate that accidents & diseases kill people equally . The truth is diseases are 18 times as likely as an accidental death "
14 " That is exactly how the brain works when it thinks of buying a product . It does not think about the best product or the cheapest product or the most value for money product but the available product or the top of the mind product "
15 " Most people think advertising is done for awareness .It is mostly done for “topofthemindness "
16 " The availabilty heuristic may be interpreted as “ Being famous IS being persuasive "
17 " Be as omnipresent as you can . Do not think of the fictional concept of over exposure – no such thing exists in a hyper competitive world "
18 " Out of mind is left behind "
19 " Simplify or ossify "
20 " We are more motivated by avoiding losses than getting equivalent gains . A concept called Loss Aversion "