Easy read with some seemingly obvious but surprisingly useful points. More than just a marketing guide, contains clear and concise business advice for smaller enterprises. Cheap and Chirpy, no real downsides really if you find youself with a couple of hours of free time.

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Key Ideas:

Good products DO NOT sell themselves! I have been guilty of this, so have many others where we have built without first doing a smell test with the market. I have now come to realize being able to first get a few customers before any serious product building is the way to go.

KISS - Keep it short and simple. If you confuse your customer, you will lose them. This applies to most things in life, including writing.

This tip I really like and have used. Basically it is to mail an object of sort, something with some weight to it like a book or some trinket. This stokes the recipients curiosity and also makes it memorable. So next time you want to get someone's attention, try it!

Every business needs different "types". The Entrepreneur with the idea or vision, The Specialist who implements, and The Manager who makes sure everything is on track.

Position yourself, own it and people are likely to take you as your own appraisal. Position yourself as a concert violionist versus a subway busker, for instance.

Remember the pareto principle. The author suggests as much, which is that the low spending customer often is the one with the most demands yet generates the least sales. Pay attention to the high-value customer.

Skunkworks! Basically experiment...

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