Launch: How to Quickly Propel Your Business Beyond the Competition

Chapter 8

Creating and Using Nuclear Fuel

Any intelligent fool can make things bigger, more complex, and more violent. It takes a touch of genius—and a lot of courage—to move in the opposite direction.

—Albert Einstein

The primary fuel examined in the prior chapter is essential for the ongoing growth of your business. But sometimes your rocket ship needs a more powerful boost—one that'll have a bigger impact.

If you want to quickly move your business, you'll need to create the most potent type of content—nuclear fuel. When used properly, this advanced propellant will grab the attention of many people and move your rocket ship through space at warp speed.

But nuclear fuel is more difficult to produce, so it's used less frequently and its release must be carefully timed. Most businesses haven't considered this nuclear option; those that do, however, find themselves quickly growing.

In this chapter I will examine the importance of creating nuclear fuel and show you what it can achieve. I'll also provide details on how to create four different types of nuclear fuel.