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Scientist mode: search for the truth (why we're wrong, not why I'm right). Experiment (test the alternative hypotheses).

Smarter -> easier to recognize patterns -> easier for confirmation & desirability bias

Learning for belief evolution

Orange and Donut at a marathon -> the right people at the right time

Think to make ur offer even MORE compelling

Very best offer: "You must have this right now!” feeling (urgency)
= Why should people act now?
- Counter objections in advance -> FAQ
- Incredible guarantee OR no guarantee at all
- Go beyond their expectations (small things count)

business model from traditional systems that lack transparency

Test the market size with the number & relevancy of Google keywords

sell to someone who knows they have a problem
- user persona -> find & ask them about the idea
- test for free -> feedback and confidentiality

Different but BETTER solution (price competition X)

Blogs & comments for marketing

1st sales asap

social project within for-profit business

~140 chars mission statement

On-demand for changing needs

Who are they? where are they and how do you find them
doesn't have to be traditional demographics like age, gender

when many people are interested in sth but have a hard time implementing it in their daily lives -> make a solution

Very simple survey: ask if they’d be willing to pay. Not if they LIKE

Possibilities List & the Decision-Making Matrix
: impact, effort, profitability, vision -> the total scores

preachers: I'm right
prosecutors: You are wrong
politicians: win over an audience

We cling to our exiting tools (assumption, instinct, habit).
Rethink "Without my tools, who am I?" And Unlearn.

Build a business for your location independence = freedom.

the business of information publishing is both common and highly profitable.

The same contents in different markets (countries) might work.

Many examples that inspire while reading.

Get specific about what you can REALLY do FOR someone

Consultant Biz: charge at least $100/h

Passion Biz: Passion is just a part of the equation; passion + skill -> problem + marketplace = opportunity

Sometimes, it’s not worth making your passion a business.

figure out what people want and then find a way to give it to them.

Give what they want or take away what they don't and prepare to get paid.

Values = Offer emotional benefits instead of descriptive features.

Strategies
1. Distinguish what ppl say they want and what they ACTUALLY want. (Hidden needs they dont even realize)
2. Make customers a hero in front of their bosses or colleagues
3. What they actually buy.

Author's idea iterations of products over 1 field were interesting

Focus ONLY on creating wealth or value, not anything else.

Offer values, not the service itself. E.g. freedom than just horseriding

Focus on a specific market. E.g. busy women, usually executives

secret to a meaningful new career: make ppl feel good about themselves

Evaluate ideas with money: business models & possibility for recurring payments

Act on what you REALLY want to do then figure the rest out.

Read the summary of a reference listed; Scott Adams,
“How to Get a Real Education at College,
” The Wall Street Journal, April 9, 2011.

B students should focus more on coherent combinations across disciplines, unlike A students pursuing to be scientists (deep academic subjects)

Are customers buying?” If the answer is yes, good. If no, what can we do differently

three lessons of micro-entrepreneurship
1. Intersection between passion/skill and usefulness (what other people are willing to spend money on)
2. Project that is a combination of your skill"S"
3. Formula: Passion or skill + usefulness = success

Intro of the book; Freedom and Value.

Not about less work, but better work.

Freedom is what we’re all looking for and value is the way to achieve it.

His theory after research across previously published books on negotiation, including Getting to Yes, as well as real experiments and its result through his 24 years of FBI career and other career like consulting and teaching negotiations.

People are all irrational that “problem solving tactics” don’t work straightforward. Communicate for results of your counterpart’s behavioral changes to get what you want