Memorable Quotes

If you don’t make it easy for customers to show their support, they won’t. – Andy Sernovitz

Discounts and promotions are taxes placed upon brands for being unremarkable. – Kevin Hillstrom

Advertising only accelerates the inevitable. – Roy Williams

To a worm in horseradish, the whole world is horseradish.

Successful marketing is about telling a story that matches your customer’s world view. – Seth Godin

Women of a certain age, with a certain amount of education, with a certain size family, living in a certain geography, buy for very psychographic reasons. – Michael Gerber

Shelves are places where things go to die. – Chris Anderson

Best way to get visitors to act is to appeal to their fundamental emotional motivations. – Tim Ash

Ease of use is use. – Apple

Inconvenience doesn’t scale. – Ian Rogers

In a world of infinite choice, context – not content – is king. -Rob Reid

If I have 2,000 customers on a given route and 400 different prices, I’m obviously short 1,600 prices. – Robert Crandall (CEO American Airlines)

The market is not seduced by logic; people are moved by stories and drama and hints and clues and discovery.  Logic is a battering ram, one that might work if your case is overwhelming.  Wal-Mart won by logic (cheap!), but you probably won’t. – Seth Godin

“I’m thinking, mother.  Don’t you ever think?” – This is what Bill Gates (as a young boy) said when his mother asked what he was doing in his room. (source:

Companies believe products and services exist on a vertical scale of unremarkable-acceptable-good-better-best.  I believe products and services exist on a horizontal plane. – Rishi Rawat

Any market that doesn’t have a price or quality continuum opens the door for a new business model. – Rishi Rawat

Every strategy has a trade-off, and that’s OK. – Rishi Rawat

Testing is awesome.  The most harm a test can do is increase sales by $0. – Rishi Rawat

The only way to guarantee all tests succeed is by not testing at all. – Rishi Rawat

Every situation carries a unique combination of advantages and disadvantages.  Genius is the clever use of one and avoidance of other. – Rishi Rawat

By the time a visitor is at your store they’ve already accepted they might have to use their credit card.  Close the deal. – Rishi Rawat