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  You will never be your customer, and you will never see your company through your customer’s eyes.

  …standing for something also means standing against something.

In last week’s article, I told you How to Build a Cathedral.  Your campaign (cathedral) is made up of many

  If you try to be known for everything, you end up being known for nothing.

  Don’t expect the customer to connect the dots with your boring biography.

  You can’t reach the masses by targeting online.

  If you are always having a sale, then you’re never really having a sale

  “The customer rarely buys what the business thinks it’s selling”

  Being friendly and good isn’t special.  It’s normal.  It’s expected.  

  Your brain, in all its efficiency, will give you the gift of an idea as promptly as possible.  Other