November 2011
Intermediate to advanced
210 pages
4h 40m
English
45
The 20/60/20 Rule
THE MORE YOU GROW YOUR BRAND and the more your presence and awareness increases, you will find that people will generally fall into one of three categories. I call it the 20/60/20 rule, and if leveraged properly you'll create a massive community of raving fans.
Twenty percent of people will love you and everything you do. No matter what. Unless you do something really horrible (like Tiger Woods).
Sixty percent will be on the fence. They either aren't familiar with you or they haven't made up their mind about you yet. They can take you or leave you.
Twenty percent will hate you. No matter what. These people don't match your personality and weren't hugged enough as a child. They thrive on hating what is popular. Don't worry about these people because they were never going to buy from you anyway. And in fact, their hate toward you is actually a good thing because it lights a fire in your fans.
As you become a more visible brand, you will find you are constantly being watched. Some people will respect and admire you. Some people will be jealous of you, and some people will flat out hate you. Sounds fun, doesn't it? It's not such a bad thing.
Haters drive your raving fans who love you crazy. It unites your fan base. They'll fight for you and defend you. Don't believe me? Go to a group of teenage girls and tell them the Twilight series sucks. Or try telling someone who owns an iPod, iPhone, and iPad that Apple isn't the best in the business. Look at the passion ...
