16. F.R.Y. (Frequency, Reach, and Yield) and Social Media

For years, I searched in vain for a way to add a little more sophistication to the “Do this, and you’ll sell more stuff” conversation. I already knew, both instinctively and from experience, that good products combined with good marketing and customer-focused business practices drove business forward. I just hadn’t found a formula to help frame the mechanism by which this worked. Whenever I met with a roomful of executives, the Sales VPs in the room weren’t buying into the argument that the revenue their departments generated was merely the outcome of good design and friendly customer service. “I agree with everything you said in there,” one of them told me after a meeting once, “but ...

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