CES Episode Notes

Episode 018 – Snippets of Wisdom # 2

(Note: This document contains the essential content of this episode but is not necessarily a complete verbatim transcript. It may also contain bonus content not included in the episode.)

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In this Episode…

01 – Duplication Is Not Creation
02 – Don’t Be Part of the Crowd
03 – 10 Things Successful People Never Do Again
04 – Keep Marketing Forever
05 – Begin Your Website Plan with the PAMAP Process
06 – Upcoming Episodes

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Page 01 – Duplication Is Not Creation

Entrepreneurs create new things. That's what they do. They do not COPY existing things, or existing methods or processes. They are not interested in doing something in the same way it's always been done. They may make improvements to existing things, but that is creative, and copying is not. Make sure your business is actually creating a new thing, or a new way of doing an existing thing, and not merely mimicking what someone else has already done. 

It's a common trap to look at someone else who is "successful" and think, "Well, they're successful, so I'll do it the same way they're doing it and I'll be successful too." Don't fall into that trap. They're unique, and so are you. What worked for them will not necessarily work for you. Make sure what you're doing is unique and original.


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Page 02 – Wisdom for Entrepreneurs

Don’t Be Part of the Crowd

Being an entrepreneur is not about being one of the crowd or following the crowd.  

It's about setting yourself apart from the crowd.  

It's not about working within the confines of somebody else's system.  

It's about creating your own system.  

It's about doing it your way, for better or for worse.   

And it might turn out to be either.

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Page 03 – Business Wisdom

10 Things Successful People Never Do Again

Repeat something that hasn't worked.

Do anything that requires them to be someone they're not.

Try to change another person.

Believe they can please everyone.

Choose short-term comfort over long-term benefit.

Trust someone or something that appears flawless.

Take their eyes off the big picture.

Neglect to perform due diligence.

Fail to ask themselves how they ended up where they are.

Forget that their mindset ultimately determines everything.

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Page 04 – Marketing Wisdom

Keep Marketing Forever

Once you’ve gained a new client, you can stop marketing to them, right?  No!  You keep marketing to them.  Forever.  Why?  Because they might buy more from you in the future?  Maybe, maybe not.  But they certainly might refer someone to you.  But they’ll never refer anyone to you if you let them forget you.

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Page 05 – Website Wisdom

Begin Your Website Plan with the PAMAP Process.

P = Purpose

What is your business purpose?  Why are you in business?  What do you sell - products, services, ideas?  Some people balk at this one because they argue that it's self-evident.  Do it anyway.  Restating your business purpose only serves to clarify your thinking.  The legendary usability guru Jakob Nielsen says that most companies still can't describe what they do in one paragraph.

A = Audience  

Who comprises the audience, the market, for your site?  Other businesses?  Individuals?  Certain types of businesses or individuals?  Who is your ideal customer?  The more clearly you can define this, the better your website will be.

M = Message  

After you've lured some people to your website, what would you like to say to them?  What's your message?  What do you want them to know and remember?

A = Action  

You've delivered your message, stated your case.  So what do you want the user to DO?  Call you?  Email you?  Place an order?  Subscribe to your newsletter?  Any or all of these?  You don't want users to merely "remember" you (because they probably won’t) – you want them to DO something.  If you can't define what action step(s) you want them to take, then you're wasting your time on this whole subject.

P = Presentation  

The final P is Presentation, which describes what the website will look like and how it will work.  Presentation is where you decide how your business Purpose will be reflected in your site.  Presentation is where you decide what words to use in your Message so that your target Audience will understand and respond positively.  Presentation is where you decide how to request the desired Action from your users.  This is where it all comes together, but Presentation cannot be gainfully discussed until the first four steps are completed.  Unfortunately, most people start with this step, skipping the first steps, and end up with an ineffective site constructed in a haphazard fashion.

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Page 06 – Upcoming Episodes



A Few Million Other Details

Love and Fear

Why Businesses Fail

Awareness - Internal and External

The Thrive Scale

Become Remarkable



Think for yourself. If you don’t think for yourself, then other people will do your thinking for you, and that’s not a good thing.


Read books. Read blogs. Watch videos. Watch TED Talks. Listen to podcasts. Learn something new every single day. Never stop learning. You cannot foretell when a piece of knowledge will become useful to you.


Create something -- something good -- something that wasn't there before and would never have been there if you hadn't shown up.

Think - Learn - Create

Be Brave - Be Bold 



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Copyright 2019 by Tom Harris