Just Evil Enough

Chapter 25:

 

Access

Sometimes, it’s not what you know, but who you know. The world isn’t fair, so you may as well tip the scales in your favor. If you have a finite resource, a famous personality, or a valuable channel that others lack, you can turn it into an exploit.

Let’s talk about access.

Access spans the entire Recon Canvas. A discount on resources lowers your costs; endorsement increases the credibility of your intangible benefits; celebrity spreads your message; and exclusivity increases value from perceived scarcity.

Cut your costs

Every cost robs you of options. Never settle for market price, and always consider substitutions. Unfair access can be the basis for an entire business model, which is how MasterClass became an online learning ...