Sales is about being able to communicate with your potential customer what it is that your service or product does for them in such a way that they can see it. Because if they can see it the same way you can see it, they’ll buy it.
Peter has a set of rules that guide his life. His 28 Peter’s Laws have been collected over decades. Here are some favorites:
Law 2: When given a choice…take both.
Law 3: Multiple projects lead to multiple successes.
Law 6: When forced to compromise, ask for more.
Law 7: If you can’t win, change the rules.
Law 8: If you can’t change the rules, then ignore them.
Law 11: “No” simply means begin again at one level higher.
Law 13: When in doubt: THINK
Law 16: The faster you move, the slower time passes, the longer you live.
Law 17: The best way to predict the future is to create it yourself. (Adopted from Alan Kay)
Law 19: You get what you incentivize.
Law 22: The day before something is a breakthrough, it’s a crazy idea.
Law 26: If you can’t measure it, you can’t improve it.
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“Life should not be a journey to the grave with the intention of arriving safely in a pretty and well preserved body, but rather to skid in broadside in a cloud of smoke, thoroughly used up, totally worn out, and loudly proclaiming ‘Wow! What a Ride!'”
– Hunter S. Thompson, The Proud High-way: Saga of a Desperate Southern Gentleman, 1955-1967
“My confidence came from my vision… I am a big believer that if you have a very clear vision of where you want to go, then the rest of it is much easier. Because you always know why you are training 5 hours a day, you always know why you are pushing and going through the pain barrier, and why you have to eat more, and why you have to struggle more, and why you have to be more disciplined… I felt that I could win it, and that was what I was there for. I wasn’t there to compete. I was there to win.” – Arnold Schwarzenegger
Whatever your brand stands for, you have to deliver on the promise. Don’t promise what you can’t deliver, and deliver everything you promise. That’s the only way you’ll ever control your brand. And beware: brands always mean something. If you don’t define what the brand means, a competitor will.