Ideas are cheap and plentiful.
Great companies start in garages all the time.
When you spend time worrying about someone else, you can't spend that time improving yourself.
You can't beat someone who's making the rules. You need to redefine the rules, not just build something slightly better.
Smart companies make the opposite: something that's at-home good. When you get the product home, you're actually more impressed with it than you were at the store. You live with it and grow to like it more and more. And you tell your friends, too.
Being obscure is a great position to be in. Be happy you're in the shadows. Use this time to make mistakes without the whole world hearing about them. Keep tweaking. Work out the kinks. Test random ideas. Try new things. No one knows you, so it's no big deal if you mess up. Obscurity helps protect your ego and preserve your confidence.
Teaching is something individuals and small companies can do that bigger competitors can't. Big companies can afford a Super Bowl ad; you can't. But you can afford to teach, and that's something they'll never do, because big companies are obsessed with secrecy.
People love finding out the little secrets of all kinds of businesses.
Imperfections are real and people respond to real. It's why we like real flowers that wilt, not perfect plastic ones that never change.
Marketing is not a department.
Don't think these are the only people responsible for marketing. Accounting is a department. Marketing isn't. Marketing is something everyone in your company is doing 24/7/365.
Every time you answer the phone, it's marketing.
Every time you send an e-mail, it's marketing.
Every time someone uses your product, it's marketing.
Every word you write on your Web site is marketing.
If you build software, every error message is marketing.
If you're in the restaurant business, the after-dinner mint is marketing.
If you're in the retail business, the checkout counter is marketing.
If you're in a service business, your invoice is marketing.
Recognize that all of these little things are more important than choosing which piece of swag to throw into a conference goodie bag. Marketing isn't just a few individual events. It's the sum total of everything you do.
Never hire anyone to do a job until you've tried to do it yourself first. That way, you'll understand the nature of the work. You'll know what a job well done looks like. You'll know how to write a realistic job description and which questions to ask in an interview. You'll know whether to hire someone full-time.
If you go to a cocktail party where everyone is a stranger, the conversation is dull and stiff. You make small talk about the weather, sports, TV shows, etc. You shy away from serious conversations and controversial opinions.
A small, intimate dinner party among old friends is a different story, though. There are genuinely interesting conversations and heated debates. At the end of the night, you feel you actually got something out of it.
Hire a ton of people rapidly and a "strangers at a cocktail party" problem is exactly what you end up with. There are always new faces around, so everyone is unfailingly polite. Everyone tries to avoid any conflict or drama. No one says, "This idea sucks." People appease instead of challenge. And that appeasement is what gets companies into trouble.
We all know resumes are a joke.
Worst of all, they're too easy. Anyone can create a decent-enough resume. That's why half-assed applicants love them so much. They can shotgun out hundreds at a time to potential employers. It's another form of spam.
If you are trying to decide among a few people to fill a position, hire the best writer. It doesn't matter if that person is a marketer, salesperson, designer, programmer, or whatever; their writing skills will pay off.
Clear writing is a sign of clear thinking. Great writers know how to communicate. They make things easy to understand. They can put themselves in someone else's shoes. They know what to omit. And those are qualities you want in any candidate.
Writing is making a comeback all over our society. Look at how much people e-mail and text-message now rather than talk on the phone. Look at how much communication happens via instant messaging and blogging. Writing is today's currency for good ideas.
An "I" apology is a lot stronger than a "we" apology.
“我很抱歉” 比 “我们很抱歉”语气更诚恳。
The more people you have between your customers' words and the people doing the work, the more likely it is that the message will get lost or distorted along the way.
Everyone on your team should be connected to your customers--maybe not every day, but at least a few times throughout the year. That's the only way your team is going to feel the hurt your customers are experiencing. It's feeling the hurt that really motivates people to fix the problem.
What do you gain if you ban employees from, say, visiting a social-networking site or watching YouTube while at work? You gain nothing. That time doesn't magically convert to work. They'll just find some other diversion. A little YouTube or Facebook time never hurt anyone.
There are four-letter words you should never use in business. They're not fuck or shit. They're need, must, can't, easy, just, only, and fast. These words get in the way of healthy communication. (and also watch out for their cousins: everyone, no one, always, and never).
这些词你最好不要在工作中使用，当然并不是脏话哈，如“需要” “必须” “不能” “容易” “仅仅” “只有” “快”，这些词会阻碍正常交流的。（当然还要注意这些词的亲戚们，如“每个人” “没有人” “总是” “从不”。）
（哈哈哈，总结一下，就是极端词汇，听起来就盛气凌人的，给人压迫感的词汇。我们可以造些句子来试试，比如“这个工作这么容易，你还没搞定？” “每个人都不能缺席这周的公司会议” ，怎么样，你什么感觉？）
ASAP is poison
When you turn into one of these people who adds ASAP to the end of every request, you're saying everything is high priority. And when everything is high priority, nothing is. It devalues any request that doesn't say ASAP. So reserve your use of emergency language for true emergencies.
如果你每项任务都加上 “尽快”， 你的意思是每件事都很重要，那么其实没什么事很重要。这样你就贬低了那些后面没有备注“尽快”的要求。所以，把“尽快”留给真正紧急的时候用吧。
Inspiration is a magical thing, a productivity multiplier, a motivator. But it won't wait for you. Inspiration is a now thing.