Chapter 11. Standing out

Gary Hoover talks about eight keys for building a successful business. He doesn't think they will ever change. He believes they apply whether you are big or small, for profit or not, in any industry or country. Get them right and you will stand out and dramatically increase your chance of success—however you measure that.

The common denominator is the need or desire to make a difference, to do something really wonderful. This comes shining through in the stories about Chuck Schwab, Richard Branson, and Herb Kelleher.

Are they great leaders or great marketers? I'd argue they are both. Their actions inspire us. Their stories make a connection. We feel we can trust them. Isn't that a marketer's dream?

Let's face it, pretty much ...

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