Summary of Summaries

Chapter 1. Build a Superb Brand

Build your brand through an intense focus on quality.

The most effective marketing tool your business will have is word-of-mouth marketing. Focus intensely on the quality of your products and you will reap great benefits from positive word of mouth. Think long term. When in doubt, do whatever it takes to protect the quality of your brand.

Turn down business that risks damaging your brand.

Knowing when and how to turn down work can substantially help you build your brand and your business. Be very careful about accepting work outside of your sandbox, work that you do not have the time to do properly, or work that would otherwise damage your brand. Do not get into lines of business that will ...

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