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141 " It’s hard for me to understand why getting an MBA is a better use of time and money than actual experience combined with a dedicated reading of 30 or 40 books. "
― Josh Kaufman , The Personal MBA: Master the Art of Business
142 " Watch—What’s happening? What’s working and what’s not? Ideate—What could you improve? What are your options? Guess—Based on what you’ve learned so far, which of your ideas do you think will make the biggest impact? Which?—Decide which change to make. Act—Actually make the change. Measure—What happened? Was the change positive or negative? Should you keep the change, or go back to how things were before this iteration? "
143 " 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 "
144 " Accountability is about one person taking responsibility. If two people are accountable for the same decision, no one is really accountable. —GLYN HOLTON, INVESTMENT RISK MANAGEMENT CONSULTANT "
145 " In the classic sales book SPIN Selling, Neil Rackham describes the four phases of successful selling: (1) understanding the situation, (2) defining the problem, (3) clarifying the short-term and long-term implications of that problem, and (4) quantifying the need-payoff, or the financial and emotional benefits the customer would experience after the resolution of their problem. "
146 " The problem is not that there are problems. The problem is expecting otherwise and thinking that having problems is a problem. —THEODORE RUBIN, "
147 " Lifetime Value is the total value of a customer’s business over the lifetime of their relationship with your company. "
148 " Over time, managers and executives began using statistics and analysis to forecast the future, relying on databases and spreadsheets in much the same way ancient seers relied on tea leaves and goat entrails. The "
149 " Marketing is most effective when it focuses on the desired End Result, which is usually a distinctive experience or emotion related to a Core Human Drive. "
150 " It’s often far more comfortable to focus on the features: you know what your offer does. Even so, it’s far more effective to focus on the benefits: what your offer will provide to customers. "
151 " our minds sense the world around us, compare our Environment and actions against internal Reference Levels, and act accordingly. "
152 " Take calculated risks. That is quite different from being rash. —GENERAL GEORGE S. PATTON, COMMANDER OF THE U.S. THIRD ARMY IN WORLD WAR II "
153 " As the saying goes: you can have anything you want, as long as you’re willing to pay the price. "
154 " The essence of effective marketing is discovering what people already want, then presenting your offer in a way that intersects with that preexisting Desire. "
155 " Thinking Statistically by Uri Bram How to Lie with Statistics by Darrell Huff Turning Numbers into Knowledge by Jonathan G. Koomey, PhD For an examination of more advanced methods of analysis, Principles of Statistics by M. G. Bulmer is a useful reference. "
156 " If you are good enough to get in, you obviously have enough talent to do well, regardless "
157 " Your job as a marketer isn’t to convince people to want what you’re offering: it’s to help your prospects convince themselves that what you’re offering will help them get what they really want. "
158 " Using what you make every day is the best way to improve the quality of what you’re offering. Nothing will help you find ways to make your offer better than being its most avid and demanding customer. "
159 " Любой успешный бизнес создает или доставляет какую-то ценность, в которой нуждаются люди, по цене, какую они согласны платить, способом, лучше всего удовлетворяющим их потребностям и ожиданиям, при этом ценность приносит своим владельцам доход, достаточный для того, чтобы продолжать заниматься этим делом "
160 " Любой, кто старается убедить вас, что бизнес - сложная штука, пытается либо произвести впечатление, либо впарить ненужное "