Anthony Iannarino teaches that that the job of a sales team isn’t to persuade people to buy from us. It’s to find the people who WANT to try something new, and to politely and eagerly send everyone else on their way. The job of the marketer is to make something so remarkable that this tiny group of adopters can’t stop telling their peers. They’re the ones that get the word out, not you. This phenomenon has been clear for decades, and yet people keep looking for a shortcut. A shortcut to change the entire system. A shortcut to promote an idea to every human and explain why the new way is
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