When we think about growth, we often think about revenue or users. We're always looking to increase the numbers—that mythical "up and to-the-right" chart—without really thinking about the why behind it. Why does someone want your product in the first place? What flips the switch so that they decide to buy?
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This one's an oldie but goodie. If you're in marketing, you're in the business of persuasion. How can you convince prospects that they want your product? That they need it? Read on to learn about Cialdini's principles and why you should have this classic on your to-read list. >>
It's the people that make the project. But how do you get to know them? Whether you meet everyone informally over coffee or need to pour over HR charts like me, mapping out your key stakeholders, understanding what they want and what they need, will ultimately drive your project to greater success.