Slowly going to read all his books.
- skeumorphs -- hiding the truly remarkable elements of your free prize behind comfortable features that people can believe in.
- Bad idea to answer objections. sooner or later they will find an objection you can't answer. Better to answer an objection with a question. and if ... "solve your objection, then can we go ahead?"
- let them pee on your idea ... get them on board.
- Art and Fear, Ted Orland and D. Bayles.
- Process that matters. Once you master the process, it keeps getting easier.
- Become a champion (leader) of idea / project: once you know how to champion a project, you're set for life, regardless of where you happen to be working.
- nearly all the free prizes start out cheap and small.
- You only create a free prize when you go all the way to the edge and create something remarkable.
- Successful edgecraft comes down to two things: Pick an edge that matters to your consumer and figure out how to get right to it.
Keith Yamashita's great design checklist that was in the endnotes.( 3 step process.)
1. Define the problem.
- defining the problem.
- envisioning the end state. (knowing what victory looks like)
- defining the approach by which victory can be achieved.
- seeking insight to inform the prototyping of the solution.
- prototyping potential solutions
- delineating the tough choices
- enabling the team to work as a team
- choosing the best solution, the activating it
- making sure people know about your solution
- selling the solution
- neology -- art of making up your own words when existing ones aren't cool enough.
- Unleashing the Ideavirus, google and free download?
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