KEY POINTS • Who are your people? You don’t necessarily have to think of them in categories such as age, race, and gender. Instead, you can think of them in terms of shared beliefs and values. • You can often follow a fad, craze, or trend by establishing yourself as an authority and simplifying something about the process for others hoping to benefit from it. • Use surveys to understand customers and prospects. The more specific, the better. Ask: “What is the number one thing I can do for you?” • Use the decision-making matrix to evaluate multiple ideas against one another. You don’t have to
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