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Be the underdog. Nextel or AT&T? Nextel often got the benefit of the doubt.
Underpromise.
Build up expectations of difficulty. Magicians are really good at this. If people think what you’re doing is really difficult, they root for you.
Underhype. If others are building you up day after day, it’s easy to root against you. The Germans have a word for everything and they have a word for this: schadenfreude.
Call them on it. If you think people are being perfectionists and not giving you a chance, ask for one. It’s easier to ask for a chance to excel than it is to ask forgiveness if you fail. |
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| The things that fascinate you about your life are almost always banal to strangers. Strangers want to read about their lives, not yours. And guess what? The same thing is true about prospects and customers and just about anything you can imagine marketing. |
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