Chapter 7. STRATEGY

"An expert is a man who has made all the mistakes which can be made, in a narrow field."

Niels Bohr, 1885–1962 Danish physicist, first to apply quantum theory and awarded the Nobel Prize for Physics in 1922.

61: Become an expert

Become an expert by writing impartial and informative articles on issues that affect your prospective customers in specific industry sectors. Offer these articles free of charge to newspapers and trade publications to ensure they have a good chance of making it into print.

By creating this kind of launch platform and reinforcing your credibility, you engage the hearts and minds of your stakeholders and create awareness of your in-depth knowledge of the critical subjects for your industry.

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