June 2011
Beginner
272 pages
6h 8m
English
Chapter 1
Rockets Don't Fly Themselves
Everything in space obeys the laws of physics. If you know these laws, and obey them, space will treat you kindly.
—Wernher Von Braun, February 17, 1958
For businesses, change is guaranteed. Industries advance, ideas expand, products morph, and customers move on. Similar to space travel, everything's in orbit. Nothing remains still.
Whether you're just about to launch your rocket ship or you're already in flight, change is coming like a speedy comet. It won't bend to your will. You'll need to either embrace it or get out of its path.
Yes, it's scary. You and every other business owner, marketer, or budding entrepreneur have experienced the uncertainty of tomorrow. I've pondered these very thoughts: Will my business survive? Have I set the right trajectory? What's coming? Am I ready?
Despite the assurance of change, there's something that remains fixed—and most businesses overlook it. You've been watching for change and likely missed the one thing that has remained constant: people.
People don't really change. I'm talking about you, your customers, your partners, and your peers. They might leave you for a competitor, but at their core they haven't really changed at all. And people are what make or break your business.
People want valuable insight, access to great people, and recognition before they want products and services. If you can keep your eyes fixed on people and their desires, half your mission will be achieved before you begin.
