Josh Kaufman

At the core, every business is a collection of five Interdependent processes, each of which flows into the next: 1. Value Creation-discovering what people need or want, then re-ating it. 2. Marketing--attracting attention and building demand for what you've created. 3. Sales- turning prospective customers into paying customers. 4. Value Delivery-giving your customers what you've promised and ensuring that they're satisfied. 5. Finance- bringing in enough money to keep going and make your effort worthwhile.

Before you criticize someone's work: (1) You should attempt to re-express your target's position so clearly, vividly, and fairly that your target says, "Thanks, I wish I'd thought of putting it that way? (2) You should list any points of agreement, especially if they are not matters of general or widespread agreement. (3) You should mention anything you have learned from your target. (4) Only then are you permitted to say so much as a word of rebuttal or criticism.

The best testimonials don't necessarily contain superlatives: "amazing." "best," "life-changing," and "revolutionary" have been so overused that people expect them and discount their expectations. The most effective testimonials tend to follow this format: "I was interested in this offer, but skeptical. I decided to purchase anyway and I'm very pleased with the result."

The "Dunning-Kruger effect": 1. Incompetent individuals tend to overestimate their own level of skill. 2. Incompetent individuals fail to recognize genuine skill in others. 3. Incompetent individuals fail to recognize the extremity of their inadequacy. 4. If they can be trained to improve their own skill level. these individuals can recognize and acknowledge their own previous lack of skill.