Evangelism Marketing: When customers do the job for you

The present day market is saturated. There are almost no marketing strategies left where you’ll not face any competition. Unless what you have is a groundbreaking product, it is very difficult to stand out from a crowded marketplace. Consequently, you need to keep looking for alternatives to sneak into people’s imaginations. Advertisements are a way, but how much can you squeeze into a half-a-minute long media file? Here is where the Evangelism Marketing comes into play.

Brand evangelism is a word-of-mouth marketing where customers voluntarily recommend your product to others, and will practically do the marketing on your behalf. People are less skeptical of a marketing evangelist as opposed to other hard-core selling techniques, simply because that person is not affiliated nor associated with a brand. As a result, there’s a higher chance of converting a potential lead into a definite sale when you use brand evangelism.

Evangelists can be carved out of loyal brand followers. If you are a startup looking to establish your presence in your chosen niche, you need to identify who your target market is even before you launch your product. Once the connection has been made, and the lead or prospect has been turned into a paying customer, you’ll face the challenge: turning that one-time customer into a customer for life. If you can even turn one loyal customer a month initially, it is a huge positive.

Establishing brand loyalty is important because these kinds of customers will not just buy your product; they also become your brand’s passionate advocates. You get new business based on word-of-mouth recommendations and referrals from them. The best thing about this? These loyal customers come across as credible, unbiased, and authoritative because you haven’t paid them a single cent.

This marketing strategy does sound quite lucrative and relatively simple. However, there are a lot of principles involved in it. The simpler the strategy, the harder it is to master it. So how do you perfect Evangelism Marketing so as to have an efficient group of loyalists doing your bidding? We’ll discuss these principles in the next post.

Should Companies Pay Us When They Make Mistakes?

Every day, it feels like we are barraged by more and more responsibility for company mistakes while they suffer fewer and fewer consequences. After banks went into bankruptcy in 2009, we bailed them out. Meanwhile, if you have a credit card at 29% and can’t pay it, you are given the choice of bankruptcy and being hobbled financially for 10 years. When I lived in Germany, a country with a generally strong economy whose inhabitants almost never use credit cards, I shared American CC interest rates. 
“Here we would put someone in jail for rates like those,” they said. I could spend a day on the credit situation in this country but that’s for another article. What I want to talk about is the numerous hours each of us spends every year fixing company mistakes. Problem with your phone bill? That’s an hour on the phone. Computer breakdown? Three hours. Gas or internet set up? You might have to take off an entire day of work to be home between the hours of 10 and 6pm when the repair man might or might not come. Is there a reason we aren’t allowed to charge for our time? If I’m a graphic designer at $50 an hour, those three hours fixing my computer just cost me $150. Depending on your salary, these losses could be anywhere from $45 dollars to $600 each time. Why aren’t companies paying us for that time?

Once upon a time, companies used to pay us back when they made a mistake. It was called, credit. Companies seemed to be concerned with making us happy. When problems arose, you spoke with a human being who most often, would give you a refund to pay you for your trouble and inconvenience, A win-win for everyone. In the past decade, with the rise of digital companies who opted for no customer service and no way to reach a human being, other firms followed suit. After all, business is about money and customer service costs money. Since those days, it seems as if today’s business strategies revolve around how much money they can make with the least amount of effort and how much of their responsibility they can shove onto us. Here’s what is fundamentally wrong with that business format. We’re human. Paying someone for their time shows respect. It shows that you value that person’s expertise. By not reimbursing us, companies are in effect demonstrating that we don’t matter. Now on top of taking up our time, they are also taking our private, personal information. And what was the solution to protect our privacy? Use up more of our time. Take the current privacy crisis with social media. What solution did great minds come up with to solve this problem? They decided to set up light boxes that force anyone who wants to protect their privacy to read through pages and pages of legal documents few understand and no one has time for. That might be fine if each of us dealt with only one online company, but we don’t, we deal with hundreds. The other solution? Make us give our personal email and location information in order to have “privacy” with zero assurance we are actually getting it.

I am continually amazed by how kind, thoughtful, generous and nice people are, by how long they are willing to put up with persecution and only stand up to fight back when things have gotten to a point where they can no longer survive. Why are humans so patient in the face of injustice? I for one, say, companies should pay us for our precious time that they waste. Credit card companies should cut us the same breaks they get, our data should be private without having to read a legal forms, and none of us should have to miss work for a day for the repair man.

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Why It’s Better To Be Personable

In a world of automation, I’m choosing to not use robots in most situations.

A few days ago I got an email that caught my attention. It was similar to some of the emails I’ve gotten in the past. It was regarding a request to include an article that they created and wanted me to link it into one of the articles on my site.

Or at least I think that’s what it was.

You see, this email was cryptic and poorly written. Here’s the full email with the links and article titles removed:

Hello there,

I was researching my next article and came across your post: “[edit: article name]” — [edit: my article link](awesome article by the way)

I noticed that you [Compititor topic] — [Compititor URL]

Just wanted to give you a heads up that you are promoting the organization that’s been working for finance, money saving, debt relief and etc.

Even I am working for [edit: article name]: [edit: their article link]

We provide honest and trustworthy perspective programs for debt relief. We are driven by reviews left by those who have struggled through finding the right debt program and have dealt with too many debt settlement companies.

I’d be very honored if you may want to consider linking to my website from your page.

Thank You,
Regards
Kevin.

Well, Kevin, I’m quite glad that you sent me this email for a few reasons.

One it’s helped me to realize just how simple our lives are and how easy it can be to screw up every bit of benefit from it with a single slip up.

Two, it’s given me an article that I can write about.

In a world filled with automation, done-for-you templates, and other convenient tools, I’m hardly using any of them.

Full disclosure here, the only app I use that is pretty much automated is This Then That, a cause and effect tool that I use whenever I post an article or upload a Youtube video (whenever I do that.). That and naturally I have an email list with some email templates that I’ve created myself that I use to send emails.

And there’s a reason I’m not using automation as much.

Well, two actually.

One is because I was dirt poor and couldn’t really afford to pay for special automated tools. But now I’ve got some level of money, I don’t see the point.

But more importantly two, I feel it’s a lot better to be personable these days.

I agree that automation or templates are easy and convenient. I can see the benefits of them if you’re sending these things out by the hundreds or even thousands at a time. But it is worth looking a bit closer. Because where convenient rests, there is also a massive opportunity for you to completely screw this up.

Look at our friend Kevin. He uses a template and maybe an auto-sender. He sent me a cryptic as hell email. Don’t be like Kevin.

Credit: Giphy

It Tells The Person You Don’t Have Time For Them

I get it. Automation will save you a massive amount of time. And time is certainly a precious commodity.

But while time is certainly precious and what we do with it drastically important, time isn’t the only thing that is valuable. This especially applies to people who want to help others.

Your time is important, but other peoples time is even more important.

It’s not that every other person is better than you or anything, but when you send something or do something, you want to make sure that it’s worth it.

You need to add a personal touch and a generic template doesn’t quite fit the bill. The same applies to auto-messages as well. No matter how friendly or genuine the message is, there is a clear level of disconnection.

It feels like you don’t have time for the other person.

And sure I understand that people can be very busy. But I think that we all have a little bit of time to check our emails and even send some out and give it a fair shake.

For example, automation may be convenient for you in responding to comments or other emails quickly, but time and again I’ve seen stronger methods being used. This method is simply talking on a broader platform. There is nothing wrong with saying “Hey I got a lot of emails, comments, etc. I want you to know that even if I don’t respond, I do read them.” and communicating that through your content, whether that’s through a video or a post on social media or something else.

It’s called audience building and when you grow an audience to a certain size, people begin to understand that not all of their messages will get a response. But when you’re sending an auto message or you’re putting a response into a template, it feels more harmful than good.

On the good side, you’re getting the satisfaction of “replying” to every person.

The harmful is that to that reader you’re wasting their time by giving them a generic response.

It’s Doesn’t Build Relationships

In cases like Kevin, automation or templates are more harmful when you’re doing outreach as well.

For sure there is a lot of convenience behind using automation to do your own outreach but it is worth looking at in terms of relationships.

In a world where we have multiple platforms to make us feel connected, we all know now that these platforms don’t really connect us very well. For sure they keep us in touch with people, but despite the lack of relationships I have, I know you need to do a lot more than sending a few messages or read a person's statuses.

It’s sitting down and doing video chats, hanging out with them, planning activities together. And sure social media has helped a lot with making that easier and smoother, trying to do that on a larger scale is incredibly difficult.

You run into people like Kevin who are probably decent people, but how they present themselves is in a darker light. They send messages where you gloss over and feel no connection at all.

You feel like you’re being used.

That they don’t care at all about you.

And yet they want to form some level of relationship with you.

It’s hard to do that when you receive generic emails or an obvious auto-message no matter the nature of that message.

It’s also worth looking at the quality of the relationships as sending a mass outreach of emails like this doesn’t exactly breed confidence that you’ll be building a stronger bond with the person. To me, Kevin seems like so many others where they send this email and when and if they get what they want, they never send another email to me again.

And automation only further emphasizes those sentiments.

It Doesn’t Get You Quite As Far

To expand on that point it is worth looking at the quality of the relationships. Whether you’re sending a lot of emails for outreach purposes or receiving a lot of comments, emails and other things, automation will make it convenient to “respond” or “send” everything with ease.

But it’s worth looking at those relationships you’re building.

For sure there are many decent people out there in the world and your audience is important. But we all don’t have the time to maintain and grow a bond with every single person.

These days many people feel connected when they consume the persons content but not necessarily engage with the person directly.

And if you’re looking for something a little more intimate, that’s where you need to do your own outreach. It’s things like commenting on their content on the regular, sharing insightful things, engaging with the person.

And sure automation can help with some of those things, but again, it’s generic. It doesn’t necessarily build confidence with the other person if you’re using a template every time. There is more weight when we write how we feel and when we write from the heart.

And that can only be achieved when we choose to do things ourselves, to be personable.

It’s not that every single person is not worth responding to. When I grow a large audience, I know it’s going to be tough for me emotionally to read comments but never respond. But I want to be a person that is genuine that takes time out of my day to respond to a person who appreciates my time just as much.

I want to feel a connection. And that connection can only happen if we set aside the templates, and the automation and do most of the work manually.

Leads Are Currency In The Mortgage Industry

What’s the rate, what’s the MI, why are you in my house eating marshmallows out of my fridge, etc.

All (or mostly) questions they’ve been trained to ask by their parents or friends that have little to no bearing on how much getting this mortgage is going to cost them.

Well, that’s what you all sound like when you ask us things like “what’s the conversion rate” or “what is the app to funding rate”.

Don’t get me wrong, it’s good information to have in most cases.

It just doesn’t apply to generating leads for loan officers, and whenever I hear this question, I know that I have to explain that the leads we generate are currency, or actual bartering chips, between myself and other referral partners.

Of course we want every lead to convert.

But not a single lead has to convert for a lead generation system to generate a consistent and long-lasting stream of business from strong real estate referral partners.


MLOs have to worry about converting leads to deals just like any other profession.

Hell, that’s your bank account going into those leads, so you better believe I respect your need to see a return on every dollar you spend.

No other reason to be here, reading this article, trying to get a handle on how to dominate this digital marketing space everyone’s talking about, frankly.

But we have the benefit of being able to form strategic partnerships with real estate agents and teams whose sole income-generating responsibility is following up with leads to get them pre approved to look at homes.


I want to stress this point: The leads you generate for your purchase loan business are the same leads real estate agents everywhere are dying for.

They’re willing to pay over $100 per lead to Zillow, hire a virtual assistant for $1,500/month or more, and even still they are willing to do this with hardly any guidance because smart agents know that is where the market is moving.

And it makes more sense to try to capitalize and fail than to sit by and watch the competition get their first.

Can you imagine how happy they will be with a mortgage partner that can furnish them with consistent leads AND convert them, and all you want in return is the opportunity to do a stellar job on their purchase loans?

In a world where loan officers beg agents for their business over coffee, boasting that they close loans in 30 days and that they always answer their phones, or that you have great FHA rates.

News flash: It’s 2018 in the most regulated industry next to hunting elephant tusk or organ transplant surgery.

We all close loans in 30 days. If we can’t we’re incompetent and have no right to ask for business in the first place.

We all have “great rates”. I can’t charge you 2% interest, and I can’t charge you 20% interests. The industry is so regulated that programs and processes are pretty much the same across all companies.

We all answer the phone 24/7. We want the business. That’s why I’m writing this article and you’re hitting agents up for coffee.

Instead of convincing them to use you as a vendor, bring the value needed for agents, teams, and brokers to consider you a partner in their business.

Want to find out more?

Head over to www.mlofunnels.com/start to get in touch with my team for a complimentary strategic marketing consultation session for your mortgage business.

3 Simple Everybody-can-do-it Writing Tips for New Bloggers.

3 Simple Everybody-can-do-it Writing Tips for New Bloggers.

We’ve all been there. Staring at the screen, hands on the keyboard, and the cursor blinking. Each time it blinks, it feels like it’s laughing at you!

No ideas, nada! Nothing to write, and seven hundred words pending to be written.

And to make matter worse, you have a deadline, of course! A deadline! And the deadline is that same night? Sounds familiar? Yes, we’ve all been there.

So how can we make the process a little bit less painful, hit the deadline, and write an amazing seven-hundred-word article? Well, that’s exactly what I’m about to share with you, three simple everybody-can-do-it tips that you can start using today!

It’s all in your Head

No, not those voices. Well, beside those voices.

Great articles are born first in your limitless imagination. So, spend some time there before you face the laughing blinking thingy.

Think about what makes you excited, what are you passionate about! Think, imagine!

Even if crazy ideas come to your mind, that’s fine! As you go through that process a brilliant idea will come to you! How do you know this is it? It usually comes out of nowhere, a spark of pure inspiration!

Once you have that spark, continue writing in your mind…explore different angles. Do some research as well, Google it! See what other people have written about it.

This is what I usually do. I go through this process every time I have a written assignment. I go over the different topics in my mind and once that spark comes to me, I start developing the content in my mind, different titles, different sub-topics, even pictures that I can use in my blog!

Get it out!

Ok, so far, you’ve spent some time exercising your creative muscles. You’ve spent some good time creating your blog post in your mind.

You have a sense of what you want to write about.

You are sure now is just a matter of sitting down and the ideas will flow without a problem, right? WRONG! There’s that laughing blinking thingy again…! How frustrating!

This is the secret…don’t over think it! Just start writing.

Don’t worry about if you are coherent or not, don’t worry about the gramar, don’t stop to check if punctuation is right, dontt stop to check if it makes sense…this is not your final draft!

This is specially hard to do if your are not writing in your native language, but don’t worry about my friend. Sometimes if the word doesn’t come to me I just write in español and I later make the change! And you know what, that’s totally fine!

At this point is jut important to let theideas flow….you’ve done your prework, you have thought about this for awhile…now don’t overhink it…just write, don teven look at the screen. Just write!

I think you get the idea.

Review, Upgrade and Release!

Congratulations! You’re done with the first draft! You are almost there!

Read your blog and start making changes. Checking your grammar is important, but don’t spend too much time doing this. There are tools like Grammarly that can help you with that. However, there are no apps that can help you to make sure your ideas are clear. That’s up to you!

As you read and make changes, other ideas will come to you. Go ahead include them.

Other times as you read you will notice that some ideas are not clear, or complete. Or you may decide that some sections would be better in a completely different blog post!

Read it out loud, have other people listen and provide feedback to you, especially to make sure your ideas are clear and coherent.

Once you feel it’s good enough, then use a grammar tool or app to help you catch all the grammar mistakes you may have.

Now a voice of WARNING. You will feel tempted to keep reading and make changes — DON’T. The blog will never be perfect. So just post it!

Just like that? Yep, just like that.

So…

There you have it. Three simple, yet powerful tips to help you as you start your blogging / writer journey! Follow these tips, practice them the next time you are writing your blog or with any other written assignment!

You will see how your writing will become better and faster.

Ha, ha! Goodbye blinking thingy! Your reigning days are over!

The One Question You Must Ask Before Building any New Product

This is the litmus test for ALL creators, no matter what you make

The one test for any creative project

You’re a creator, an entrepreneur, or a small business owner. Maybe you write, code, paint, build, or think. Your vocation doesn’t matter. The test is the same no matter what you do as your calling.

This is one test you should take before you begin any project outside the idea stage. If you can’t answer this question you’ll have a very hard time marketing your work.

If you can’t market your work you’ll never sell your work.

For many, marketing is a dirty word. Especially if you’re on the creative side of the creator’s spectrum. For some reason creatives are adverse to marketing, like it’s ugly to ask people to buy what they sell.

Well, if you’re in the camp of non-marketers, or you want to sell anything to anyone someday, this is the question you must answer before you cut one board, write a word, or code one line:

This is a ________________ that does _____________ for ____________.

The sentence is so simple, yet most creators wait until their magic thing is boxed and on the shelf before they answer it. We’ll break down the sentence in a minute. First, it’s important to understand why we should know our target market before we make the thing.

This is your elevator pitch or your cocktail party answer to the question “what do you do?”

You’ll say “I make _____ that does ______ for ______.”

If you want to sell anything to anyone, besides your mother, you need to know your target market before you create.

I’m a writer and a teacher. I need to know who’s interested in my work, what problems they have, what their day’s like, and how what I can create to solve these problems.

If I write something with no particular person in mind, there’s a danger I’ll create something for no one.

The 99 No’s Strategy: How Successful Creatives Finish What They Start
The creator’s guide to shipping work that matters mostmedium.com

Win Loss Analysis 7 Best Practices to Increase Competitive Win Rates

No matter which industry you’re in, sales evaluations play a major part in your company’s success. While product features and functionality are usually the most important aspects in an evaluation, buyers still consider company reputation, service and support, and future direction in the final decision.

Here are seven best practices you can apply to increase competitive win rates for your company.

Increase Competitive Win Rates

1. Highlight and demonstrate your company’s deep expertise in the customer or prospect’s industry.

Because experience in the client’s industry is critical to buyers from an overall company perspective. Make sure you’re well aligned in the opportunities you’re pursuing in terms of your company’s background and expertise.

2. Vet customer references.

Ensuring that your company has solid customer references will help to assuage any concerns customers may have about your experience in and commitment to their industry. Look for promoters who can help to evangelize your company and the strategic direction in which it’s heading. Case studies, user conferences, co-webinars, and joint customer-vendor presentations at industry events will help to showcase your most successful customer accounts.

3. Share future direction.

It’s important to share product road maps, strategic vision documents, long-term planning, and other evidence of your organization’s future direction with your customers and prospects. Ask recipients to sign non-disclosure agreements if necessary but make sure your customer base is excited about the strategic direction in which you’re headed.

4. Improve service and support.

Understanding what changes need to be made to offer customers outstanding service and support will help make your company stand out in the eyes of your customers. Leading organizations target improvements in customer experience as a competitive differentiator to ensure their customers stay loyal over the long term and don’t defect to competing vendors.

5. Understand ratings for your firm and vertical.

Make sure you understand the ratings for your company specifically, as well as your industry overall. How are buyers judging you in terms of your industry expertise, in terms of your customer references?

Also understand what’s important to buyers in your industry and how your industry is doing overall in terms of company-based attributes.

6. Leverage areas of strength; correct areas of weakness.

Look for areas of strength you can leverage, along with areas of weakness you can correct. If you know you have weak customer references, look for new accounts you can solicit as references. If you know you’ve got a solid reputation or that you consistently deliver what your sales team sold, advertise that as a key selling point.

7. Look for best practices in other industries.

Go beyond your own industry to seek out best practices that you can adopt from a company-attribute standpoint. Unlike the solution capabilities, most company-related attributes are the same, making cross-industry comparisons easy and straightforward.

Schedule a consultation with a Win Loss analysis expert to chat about increasing your sales win rate.

Originally published at www.primary-intel.com on December 13, 2017.

8 Tips for Writing Best Email Title

Tips and tricks for writing the best title.

Email marketing has risen to prominence as one of the most popular forms of marketing out there. In addition to being effective, it’s also personal and accessible for a wide variety of companies.

With all this in mind, it’s easy to see why email marketing has such a unique spot in the content marketing of today, and why so many people want to learn how to write content for email marketing

Email Marketing by the Numbers

To help you understand just how critical and effective email marketing is today, here are some email marketing statistics to know:

53% of today’s emails are opened on mobile platforms

Mobile is the single most popular platform for users to interact with emails for the first time

Personalized emails experience a click-through rate that is 14% higher than non-personalized emails

1. Write a Killer Subject Line

If you’re wondering how to do email marketing right, the best place to start is with the email subject line. Perfecting the subject line can be the difference between recipients opening your email, delete it or, even worse, reporting it as spam.

People open your emails if they feel they will benefit, if they’re worried about missing out, or if you present compelling evidence about why they should.

Sure, it’s a lot to ask from a single email subject line, but you can do it. Check out our list of the best email subject lines for inspiration.

2. Keep your subject line related to your copy.

Even if your subject line is clear and catchy, it’s all for naught if it doesn’t also align with your body copy. Keep in mind that delivering what you promise is critical in the world of email, and only people who can truly do this successfully in the long run.

With this in mind, keep your subject text in-line with your body copy. In addition to providing better value for readers, this will also go a long way toward enhancing your reputation as a company and making sure that customers want to click your material in the days to come.

3. Keep it relevant.

Relevance is critical for a good email, so be sure to tie the content of your email in with something that will ground it as relevant and in-demand. Current events work well, as does some personal detail about the audience. By showcasing your relevance, you stand a better chance of grabbing the reader’s attention and keeping it.

4. Choose the Right Words

When you look at the best email copy examples, one thing stands out. Word choice is crucial to make reading your email a great experience, and since most emails are short, every word counts.

If you want to stir readers’ imagination, appeal to their emotions and get them to take action, you’ve got to:

Use analogies and other literary techniques.
Seed your email marketing copy with sensory words to help them see and feel the picture you’re painting with your words. In an ideal world, you’ll evoke touch and taste, too.
Stir up your readers and convey action by using power words in your subject line, copy and call to action (CTA).

5.Know Your Goal

Still, on the subject of targeting, it’s best practice to have a single goal — the one thing you want to achieve — for each email. This will help you focus your marketing copy, which we’ll talk about more in the next tip. Remember, if you have multiple goals you don’t really have a goal, so when planning your emails focus on the key action you want readers to take and build your email copy around that.

6. Keep it short.

Email marketing is not the place to get long-winded and verbose. Instead, keep your emails as short and to-the-point as possible. This enhances the likelihood that you’ll keep your audience’s interest and also serves to keep you on track and on topic throughout the duration of your email campaign.

7. Let your personality shine.

Your personality should show through in the emails you write, and it will benefit your company and your personal brand if you follow this tip. While you always want to be professional, allowing your personality to shine through your email copy is an effective way to differentiate yourself from the crowd

8. Don’t spam.

Spamming your readers is the cardinal sin of email marketing. With this in mind, only send out posts when you have things to say and don’t ever, ever send out an email just to send out an email. Customers are quick to unsubscribe, and you could be landing yourself in hot water as a result.

Source-1, Source-2

Growth Hacking LinkedIn — Part 1

  1. When you endorse people, you create a backlink between your profile and theirs. If their profile gets lots of visualizations, this increases your profile’s SEO scoring, thus ranking it higher on Google.
  2. When you endorse people, many of them will thank you and/or endorse you back. This allows you to build credibility on your profile and start conversations with them.

This story is published in The Startup, Medium’s largest entrepreneurship publication followed by 275,057+ people.

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Scratching your own niche

How much exploring should you do when you have a new idea? One of my favorite books, Rework, proposes jumping in:

Until you actually start making something, your brilliant idea is just that, an idea.

It’s tempting to jump in and build. In your head it’s easy to picture everything going right. Under those circumstances, it wouldn’t be long before you have a million dollar business on your hands.

Who doesn’t want to start building towards that right away?

But then other thoughts start to creep in. What if there’s no demand for your solution? You’ll never really know whether there is until you get paid for it. And you can’t get paid for it until you build it.

But building it is risky. Even if you see hundreds of companies using similar solutions, there could always (and some would argue certainly will) be things you didn’t expect pop up and ruin your plans.

When you see similar types of ideas in the market you think you can do things better. A simple tweak to pricing here, a change in marketing strategy there, and one little feature, and boom you would be killing it.

It seems simple.

This is where I am with a new idea. Part of me is worried because of how much work is involved, but another part of me thinks I can do it better.

So I built a landing page and asked some friends.

They gave me great advice.

  • Slow down and do some work upfront so that you can minimize the risk involved.
  • Try marketing for my idea first. Write about the problem I’m solving. See how much traction I get.
  • Zero in on a niche that has an expensive problem I can solve with my solution — and that will make a good customer.

Decide on something small to build. A blog post even. Then build it and see how that feels.

The real question is how well you execute. — Rework

Then do it again and again until you have a product and so much demand you have to start a business.


Last 2 days: 8:15 hours