Anyone who’s read the fantastic “Rework” by Jason Fried of 37 Signals will hopefully share my view of how inspirational it is. Jason shares his story on how he and his team built a globally successful software company with no outside investment, no real business plan and no ivory tower office.
In the chapter titled “Promotion” Jason makes reference to drug dealers. He comments that products should be so good, so addictive, that your customers always come back for more. He suggests giving away small, free tasters so that clients return smiling, with cash in hand.
It’s an interesting concept. I grew my business in the corporate IT world; selling high-value, complex IT solutions. In the early days, we witnessed competitors focusing all their efforts on that one golden-ticket deal per year, only for it to end in tears when it didn’t come in. We decided to take a different approach.