Would you agree that giving massive value is a good business practice or should we always try and get maximum return on our investments of business resources?
My case is clearly that it is...
"David Ogilvy in the 1960's gave away all the secrets of creating good advertising in an advertising campaign for his agency Ogilvy and Mather, Madison avenue was aghast that he would do such a thing. It paid off for him big time. People absolutely knew that O&M knew what they were talking about ... and beat a path to their door. As far as they knew, the competitors were all out to rip them off. O&M PROVED that they knew what they were talking about, and proof, above all, is what sells." - citation needed
He gave away massive information knowing that few would be able to apply the massive effort required to exploit that information. At the same time he gained massive leverage by letting the world, competitors, clients and potential clients know that he had the knowledge and the capacity for effort required to provide the best service in the world
Knowledge is important
Knowledge is not that important
Knowledge is what to do
Action is essential
Action is proportional to effort
Action is doing it
Effort is the Energy
Effort is the Force
Effort is the cost
Effort is the pain
Leverage is the Magic
Leverage is the Key
Leverage is the Recipe/Formula/Process
"Give me a lever long enough and a fulcrum on which to place it, and I shall move the world." Archimedes [after his travels in Egypt], he taught that by applying a lever, one could lift the heaviest of weights by applying even the weakest of forces.
There is a difference between knowledge, information and leveraging information. Someone once said to me that to know is the key, that’s not quite right, even to use what you know is not quite right… to leverage what you know, that IS the key.
Knowledge is the direction of the force
Action is the application of the force
Effort required is proportional to the length of the lever [the value/ratio of the leverage]
Leverage is proportional to the position of the Fulcrum or balance point of the lever [value of the leverage information]
More Leverage less effort.
One way of increasing leverage is through Branding
Notice the biggest brands spend the most on advertising
Giving Massive value is the best advertising, brand building strategy there is, emphasis on GIVING massive value. a la Michael Jordan who always gave more than was asked of him and reaped the rewards.
Jordan battles flu, to make Jazz sick 'MJ could barely make it off the court after his 38-points.'
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