Here are some wise precautions that will prepare you for adversity and ensure your success:
- Assume that vendors will be slower than they promise - and that you may have to stand on their heads to get things done (not that you should accept this if it's going on though!)
- Assume click prices and advertising rates are going to go UP, not down
- Assume Google's gonna slap you sooner or later, even if you've got the most righteous product on God's green earth
- Assume your best source of customers could dry up with no advance notice
- Assume the buying cycle is longer than you think it is, not shorter
- Assume it's gonna get harder to raise capital, not easier
- Assume some unforeseen problem, like a product defect, legal challenge or financial setback may pop up
- Assume your top 3 plans might not work out, so have #4 and #5 in place too
(from a Perry Marshall email)
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