Google and History

I am very impressed with Google’s recent launch of its News Archives Search. Basically, in partnership with major content owners, Google is indexing newspaper and magazine articles going back to the 18th century.

I spent an hour doing various searches and found the content very interesting, although a lot of the historic newspaper content is full of typos and OCR errors, and much of the best content is available only for a fee. Over time, more and more good historical content will be free. The Time Magazine content is very useful.

I’ve been listening to an audio book called “Lies My Teacher Told Me” that reviews 12 American History textbooks and shows how false and full of misinformation they are, especially when it comes to religious, race, and economic class issues in American History. Textbooks gloss over these issues and almost never quote from original sources.

Google’s News Archive Search is a step in the right direction. Combined with Google Print, which will bring millions of public domain books onto the web (and into PDF format for free downloads), more people than ever before will be exposed to actual historical content. I really wonder what it will do to our view of ourselves when we realize how racist and bigoted we have been in this country (like under Woodrow Wilson), and how interventionist we have been (according to “Lies My Teacher Told Me” the U.S. has intervened in Nicaragua 17 times) and how the way other nations view America is shaped in part by what they teach in their history books and we omit from ours.

My own political views have been affected by listening to this audio book and discovering some historical facts I have been ignorant of. I look forward to learning more.

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The Only Sustainable Edge

It’s one thing to learn about a powerful strategy or management technique that works and it’s another thing entirely to actually implement it.

One of the best books I’ve read in years is The Only Sustainable Edge. It suggests that trying to do everything inhouse won’t work anymore. That to be competitive you not only need to outsource everything that isn’t your primary focus, but you also need to outsource to the firms whose capacities are increasing faster than others, and to partner with firms on the edge of your business.

A recent Business 2.0 article describes how tiny companies with just a few employees have been able to become huge revenue generators almost overnight by outsourcing the design and manufacturing of their products to the right people and then focusing on building sales and marketing channels. I blogged about this Concept to Contender Overnight article last December.

But I think the most natural thing for any startup company to do is want to hire people immediately. We’ve got more projects to do, so we hire more people. We keep adding people, because there are never enough people to get all the projects done. So the burn rate grows and grows, and soon there isn’t enough capital left to make it cash flow positive.

I’ve been through this process many times myself, including recently.

So I feel that the Only Sustainable Edge principles really do need to be followed. I think a startup company should spend enough time looking for the right companies/individuals to outsource to/partner with. I’m seeing more of this kind of thinking within our portfolio right now. recently hired an outsourced marketing firm to help them reach more investors. LDS Media is outsourcing its pay-per-click marketing to WebEvident and is interviewing someone today who runs affiliate marketing programs. Many Utah companies, including several of my own, have used the excellent services of Kent Thomas at CFO Solutions. They provide outsourced, part-time CFO-type help. 10Speed Media is developing relationships with many fine video production companies so we don’t have to build all our capabilities inhouse. And I am meeting soon with a company that specializes in call center services for online subscription companies (this could help and

If you outsource to the very best partners, the ones who are super competitive in their space and increasing their capacities faster than their competitors, and if you set up efficient coordination mechanisms, you can save money and be far more productive than if you try to build everything internally from scratch, the way so many startups do. The hard part is finding the "very best partners". Especially in fields that you’re not a specialist in. For example, there are hundreds of SEO outsourcing firms. How does a non-SEO expert choose the right one? If you’re not a developer, how do you trust which web development firm really has the best people, technology and methodologies?

MarketingSherpa publishes some guides to SEO firms and Email marketing firms/technologies. It’s important to review these, but probably even more important to talk to real customers before using any service. It’s easy to make a poor decision in haste without looking at the best alternatives.

Outsourcing development and web design is even more difficult, in my experience. There are tens of thousands of freelancers out there and thousands of firms all over the world who want your business. How in the world can you choose well, other than by taking with other customers who have already hired them? This is not an easy task.

Even some of us who’ve been doing this for 16 years keep making this mistake of trying to do too much inhouse.

What is the smartest outsourcing decision you’ve ever made? And who was your partner that brought you success?

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Remembering to be a Lovecat

I’m going to make a public confession about how I’ve been acting and thinking the last few months and a public recommitment to being a Tim Sanders Love-Is-The-Killer-App lovecat–one who shares knowledge freely, shares contacts freely, and treats everyone with love and respect.

So here is my story. For a couple of years I’ve been spending most of my time in learning, sharing, and networking. I found a lot of joy in life and business because I kept meeting new people, reading great books, sharing my knowledge and contacts freely with the intention of helping others solve their problems and find success.

I have taught entrepreneurship and internet marketing to hundreds of college students and others, and like I said, I found a lot of joy in it. I also love blogging and writing my column for Connect Magazine and giving lectures in lots of venues. Sharing knowledge was my primary focus.
But, in December I raised money for my web incubator Provo Labs and jumped back into starting and growing several companies. We hired a lot of great web 2.0 type employees and starting building a culture and company-building system that I really like. But the problem is that my own work time is now spent almost 100% on my own companies. I’ve stepped into an operational role, and like all business operators, don’t have much time at all anymore for reading and writing and networking and speaking — the things that really bring me the most satisfaction.

Then, last week, while helping with the judging for an entrepreneur competition, I read a bio on Amy Lewis, one of Utah’s top entrepreneurs, which said she her main focus in business is on helping everyone around her to succeed. That had a huge impact on me. It reminded me of how I want to be and how happy I was when I did that.
Amy and I are on the Kevin and Debra Rolling eBusiness Advisory Board which met today at BYU. We sat next to each other during the board meetings. (Kevin Rollins was there! and shared some ideas about the center and the student experience he hopes to provide there. I’ve now heard Kevin speak twice in the last month–both at BYU events. What a tremendous business leader he is.) I told Amy how much I appreciated her bio that is making me rethink my business focus.

She told me to buy “Seven Spiritual Laws to Success” by Deepak Chopra. She said it has some great principles in it. I told her about “Love is the Killer App.”

I also got an email this week from one of my great friends in the Provo Labs family and he said he wasn’t feeling a lot of “Provo Labs love” lately. He said he wanted more opportunities for learning and networking and that he felt that for Provo Labs to succeed we needed to do more teaching and networking. I couldn’t agree more.

So I am going to try to shift my focus back to being a lovecat both within the Provo Labs family and without — with the goal of helping others to succeed.

Today I shared some really valuable ideas with a friend of mine who runs a blogging network about how to increase his revenue. A week ago I might have withheld that information because it might have become a proprietary advantage, but with my recommitment to helping others I decided to share it because he actually will benefit more from the idea than I will because his blogging network is already quite large. I haven’t helped many entrepreneurs lately and it felt good.
My blog has become way too much about Provo Labs and not nearly enough about ideas and experiences and suggestions that will help internet entrepreneurs and internet marketers succeed. Even my Connect magazine column this month was all about Provo Labs — why I’m doing a web incubator.
In order to help me help others, I’m inviting all internet entrepreneurs or internet marketers to email me the questions you have. I will collect the questions and blog answers to them in the coming weeks.

In your subject line, please say “Please Blog About This” and then ask your question. I’d like my blog to become more interactive. I’ll do my best to scour the resources that I have (including my personal knowlege base of 150 MB of content from news clippings and notes from 1992-2006 and my large business library) and draw from my experiences and the experiences of hundreds of people that I have heard speak over the years (and taken extensive notes) to provide good answers.
Like Alan Hall, founder of Grow Utah Ventures — a brilliant and wonderful man who may be doing more to promote entrepreneurship than any other person I know — I hope that all the entrepreneurs in my network who find increased prosperity from things they learn from me (or from others who share freely) will in turn give back and do all they can in business and philanthropy to lift others.

I feel much better, now that I’ve learned my lesson and regained my focus. Let the lovecat fest begin!

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Recommended Books

I need to update my list of recommended books for entrepreneurs. I have several more to add to this list. But here is the list that I made a year or two ago:

The E-Myth: Why Most Small Businesses Don’t Work and What to Do About It. Author: Michael Gerber

I listed this first not because it is is the best business book I’ve ever read but because it was the first. And it made a big impact on me. I read it back in 1991 or 1992. It is the perfect book for someone who has started a business of any kind and doesn’t know what he/she is doing. It opens your eyes to the need to work “on the business” instead of working “in the business.” According to Gerber, most people start a business because they have technical skills and don’t want to work for someone else anymore. But until you step back and realize that it takes more than just your technical prowess to run a company, and that you have to design your business around multiple roles, and systematize everything, you are actually a slave to your business, even more than when you thought you were a slave working for your former employer. This is a quick and easy read, and a must-read for new entrepreneurs.

Love is the Killer App. Author: Tim Sanders.

This book has changed my life more than any other business book that I have ever read. Tim Sanders is my hero: he has finally helped me to feel completely whole as a business person. He has taught me how to find joy and happiness at work as well as in my personal life. There are three keys. First, gain abundant knowledge (mostly through reading and marking up great books) and share it freely with everyone who needs it. Second, build your network and share it freely with everyone who needs to know someone you know. And third, show love and compassion in the workplace. Treat people with respect. Look them in the eyes. Shake hands warmly. Genuinely care about others. I have tried to follow Sander’s advice since my friend Jim Ericson recommended this book to me and I read it intensely. I gave away 10 copies of this book in April and will continue to recommend this book and give copies away to people I meet whose lives I hope to touch in a positive way. Highly Recommended!

Net.Gain: Expanding Markets Through Virtual Communities. Authors: John Hagel III, Arthur G. Armstrong

This book inspired our business strategy at more than any other book. Written relatively early (March 1997) in the internet revolution, the book invited online businesses to consider the role of communities in creating value for company customers. As early as November 1996 I have written records about our plans to build the “Ancestry World Tree” and to keep it free forever–since it was created by the community it would be free to all of our users forever. But the Net.Gain book provided reinforcing arguments and mathematical models to convince us that the course we were pursuing with content, community, and commerce, was a good one. I heard Hagel speak at a Harvard Cyberposium in 1999 and was grateful for his powerful impact on my worldview.

Intellectual Capital: The New Wealth of Organizations. Author: Thomas Stewart.

I love this book and even gave a copy of it to Utah’s Governor Mike Leavitt while he was on a trip to Silicon Valley to form alliances with venture capital firms. He came to ask what Utah needed to do better in order to attract more serious venture capital. In my opinion, all of his questions were answered nicely by Thomas Stewart in this classic book. Intellectual capital, in all its forms, is what matters most in wealth creation. Stewart wrote for Forbes and is currently editor of the Harvard Business Review. For years I have been quietly amassing what I call “personal intellectual capital” in my searchable knowledge-base that now exceeds 120 megabytes. I have used Folio VIEWS, a powerful desktop search engine, to keep track of everything I read, hear, or see, and to organize it into categories. I can literally retrieve my notes from almost any conversation or meeting over the past 10 years in a split second. It’s like having my own personal Google that only indexes my stuff. I’ve considered this my personal core strategic advantage for several years, and promised myself that whenever I speak at business schools I would discuss this valuable asset and how it has helped me. More recently I’ve realized that my social capital (who I know and my reputation) are actually even more valuable than what I always considered my intellectual or “knowledge capital”, but looking at Stewart’s book, I find that he includes networking and social capital as one of his forms of intellectual capital. As a fanatic, I admit that social capital is now my favorite personal focus.

Linked. Author: Albert-Laszlo Barabasi.

This is the deepest book I have read in several years. I read it slowly and studied it carefully since it is a deep book written by an outstanding scientist. I don’t understand physics or advanced mathematics very well, but Barabasi takes advanced knowledge and makes it accessible to the masses. The new science of networks really seeks to explain how everything is connected to everything else, how Power Laws affect every network, how hubs emerge, and how understanding networks (as opposed to components of systems) is the science of the 21st century. Highly recommended!

Influence: The Psychology of Persuasion. Author: Robert B. Cialdini

I never took a single computer, business or marketing class in college. I was a Russian major and I did graduate studies in Library Science. I was as “liberal arts” as they come. So certain books that I have read and applied have shaped my worldview and helped me earn my virtual MBA. The most significant book on marketing and psychology that I have ever read is Influence. It is not a how-to book for marketers. But it explains why marketers succeed and how they utilize human nature to get people to buy something they are selling. It cites scores of academic studies which reveal the several traits of human nature that marketers take advantage of. It’s a powerful and scary book. The author claims that he is arming people with knowledge about how to escape being caught by marketers, but he and I both know he made almost all of his money from marketers. One critic called it the most important marketing book of the decade.

The New, New Thing. Author: Michael Lewis.

The author wanted to write a book that profiled high-tech entrepreneurs in Silicon Valley, but in the end he found what he was looking for in one man, Jim Clark, the greatest serial entrepreneur of all time (my words). This book is an amazing portrait of a brilliant and restless visionary, a man who is continually looking for the next big thing. Note: I was disappointed to learn that Jim Clark now lives in Florida and invests in real estate. He is very down on Silicon Valley and thinks that the major technology companies will dominate in the future.

Smart Mobs. Author: Howard Goldstein.

I read this book early in 2004 and was stunned to learn that some of my best ideas about location-based services (which I started to conceive of in 1999 when I bought an Acura with a built-in GPS) had been explored and even prototyped by Apple scientists as early as 1994! This book is an absolute must-read if you want to understand the social impact of portable, wireless, computing and communication technologies. I probably dog-eared 100 pages in this book and underlined 150-200 notable quotes. Howard Goldstein is an excellent writer with a vast personal experience using and observing users of technology. His insights are invaluable and timely.

Designing Web Usability: The Practice of Simplicity. Author: Jakob Nielsen.

Jakob Nielsen is in my book the leading expert of web site usability. While many (or most) artistic designers hate him, I have found his common sense approach extraordinarily valuable in practice. I have purchased more than 30 copies of this book for employees and managers at my internet companies and have watched the impact of implementing simple usability techniques. The world wide web is a better place because Jakob was here.

Permission Marketing. Author: Seth Godin.

Unless you’ve read this book, I don’t think you will understand how to do email marketing right. Read this book. Develop a relationship with your prospects and customers. Deepen that relationship over time. Never abuse it. Never spam. Get the permission of your customers before you do anything and then gain more permission over time as you meet their needs and gain their trust. This is a common sense book but it took a luminary like Seth Godin to make it gospel.

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Seth Godin Live

Last Thursday in New York I heard Seth Godin
in person for the first time. I’ve been learning from him for many
years, ever since I read “Permission Marketing,” which is still my
favorite Seth Godin book — a must read for anyone doing business in
the age of web sites and email.

I like a lot of things about Seth. For one, he is a family man. A
friend of mine tried to get him to speak at a Utah convention, but he
rarely travels west of the Mississippi — it takes him away from his
family for too long. I really enjoyed his presentation.

He told a story about playing with a bathtub toy to entertain his kids.
It was one of those suction toys you stick on the sides of the bathtub.
But he decided to stick it to his bald head and wiggle his head around
to entertain his kids. They loved it, but when he took it off his wife
noticed a big red circle on his head, and he realized that the suction
from the toy burst all the blood vessels in his head. He said the mark
took months before it went away.

Then he warned the advertising industry that they will all leave a
permanent ugly red mark on their careers if they don’t stop spamming
and interrupting potential customers — they need to enter the era of
permission marketing and grassroots spreading of ideas.

So his talk was basically about how to spread ideas in this century. In
the past, buying TV was the key to success for many brands. For
example, Charles Revlon bought TV ads starting in 1946 — the first
cosmetics company to do so — and it led to distribution and to
billions in revenue.

But he says the TV-Industrial complex is ending. The era of
interruption advertising is coming to a close. Seth wants the
advertising industry to change before it dies.

Today, 83% of people with a Tivo skip *every* commercial. Anyone who wants to ignore you (an advertiser or marketer) can.

He says advertisers are spammers, poking people over and over and over
again, trying to get our attention in a world increasingly full of

He said every major brand that has launched in the past five years has not relied on television
to build their brand. Instead, they have done something remarkable,
something to get customers to make remarks about them, something
noteworthy and different and better.

He mentioned JetBlue. Their customer satisfaction and word of mouth
advertising is unprecedented in the airline industry. They keep adding
more planes and filling them up (with a greater than 77% load factor)
while the bankrupt airline companies just keep doing TV ads.

Why? TV in every seat helps. So does their snack policy. Other airlines
cut the freebies to save money, but JetBlue invests more in snacks. [I
can vouch for this: I took my first JetBlue flight to NYC last week and
I jokingly asked the stewardess for “one of each” — they had about 7-8
different kinds of snacks — and she said “sure.” Of course I really
only took one, but the fact that they were willing to be generous
impressed me.]
Seth said humans hunted for thousands of years but would have gone
extinct if it weren’t for farming. Today advertisers need to stop
“targeting” users, which is a hunting term, and instead, “work the
grapevine”, by getting everyone talking about their products.

He gave lots of examples of companies that are built by word of mouth,
and by getting their ideas to spread. The Atkins diet got people
talking. OFoto (photo sharing) got people sharing with each other. He
said the iPod won because everyone saw the white headphones and it
marketed itself.

Today, marketing tools are more powerful than ever before, but what
marketers have to do is tell a story, an authentic story, that gets
everyone talking about and sharing their ideas with others.

He calls this the Fashion-Permission Complex (which will replace the
TV-Industrial Complex). He said tell your story to your best sneezers
(people who love your products or services) and make it easy for them
to share you story with everyone else.

Here’s a great example.

In 1990 a man named Don ran Hallmark card and gift stores. Heavy card
users would buy about 50 cards a year. Don came up with an idea to sell
“collectible Christmas ornaments in July” — their slowest month. They
priced them at $10 each.

Hallmark got permission from customers who bought ornaments the first
year to notify them next year when the ornaments were available. Year
after year the permission base grew.

In 1999, the Wall Street Journal wrote an article about this Hallmark
success story. That year Hallmark made $100 million in Christmas
ornament revenue without spending any money on advertising. All they
did was send an anticipated, relevant, personalized postcard to all the collectors.

After Seth’s speech he took some questions from the audience.

During Q&A I learned that he personally answers every email that he receives. Very cool.

Also, he said he gets tons of email from Turkey. A woman in the
audience who was from Turkey wants him to go there to speak. Clearly,
his ideaviruses are spreading all over the world.

He also told advertisers to work with engineering and not just to take
a finished product and try to advertise it. He said, “go upstream,”
talk to the chemists, help them create a product that is worth talking
about. Engineering is marketing.

He said the role of agencies will become consulting with R&D so
they can give you a remarkable product that will be easy to market.

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Treasures at Your Local Business Library

I have often felt that librarians are among the most underrated and underappreciated professionals in the U.S. The reference librarians that I have known over the years are among the most intelligent people I’ve met. They don’t know everything, but they usually know where to find anything–and fast!

I started a masters program in Library Science at BYU about 15 years ago, but it was short lived because my first company started taking off and needed me full time. But over the years I have spent hundreds of hours in the business and government reference section of the BYU Library. I have found many hidden treasures there. I have been richly blessed by my time in libraries.

For example, it was a librarian who first told me about Ancestry, the publishing company in Salt Lake City, which she said published 2 of the top 5 genealogy books of all time. Discovering Ancestry led to our purchase of that company a year or so later and the rest is dot com history. Many of the early databases we added to were scanned from or discovered in the BYU Family History Library.

All of the content in our original CD Sourcebook of American History (which sold tens of thousands of copies) came from the BYU Library. Much of our original LDS Collectors Library content was discovered in the library.

I have gotten more new business and marketing ideas by perusing Directories In Print than any other single source. I now own the 23rd edition so I can browse it any time that I want.

Today I spent a couple of hours with two excellent series, the International Directory of Company Histories, in 68 volumes, and the Business Plans Handbook, which has 8 volumes filled with actual business plans that have been used in fundraising.

I decided that I will require every entrepreneur who asks me for free help to look through the index of the International Directory of Company Histories to find other companies in their space, to see what they can learn from the history of other companies, particularly the keys to their success.

Today I read about the founding of Altiris, a local company. I didn’t know that it was a spin of from KeyLabs, and that the former director of Novell’s SuperLabs was one of KeyLabs’ founders. I’ve know about Altiris for years, but I gained a much better understanding of the company today by reading the brief history. I bet will be written about within another year or two. New volumes come out every year.

Personally, I think I’ll read every one of the several thousand company histories in the next year or two, trying to identify the key reasons why these companies became large and successful.

Sometimes it was product uniqueness, sometimes it was timing, or sales or marketing strategy. Sometimes it was luck.

I read about one Australian wine exporter who floundered for 10 years and nearly died until they qualified for a government marketing subsidy and then came up with a very obnoxious brand name (which I won’t repeat here). Now they are doing tens of millions in revenue. I read about a Canadian insurance company that succeeded for 75 years in large part because they didn’t require up front payments for policies–they had generous billing practices and therefore wrote a lot of insurance.

My goal someday is to create a Taxonomy of Business Success Tactics and to create some kind of Decision Tree software that will help entrepreneurs. If you are facing a particular challenge, I’d like to be able to retrieve a dozen or more historical examples of decisions other business people made when facing similar challenges. My system will mostly pull up full-text narrative; I’m not going to attempt to create computer generated decision paths. I think decisions must be left to your intuition–but your intuition could be informed by history.

Whether or not I ever built something that could really be useful to other entrepreneurs, I don’t know. I may just end up with a full-text knowledge base similar to my Taxonomy of Internet Marketing Tactics knowledge base that has over 200 ways to increase site traffic and conversion rate. I’ve benefitted a great deal by having this knowledge base at my finger tips for years. I just wish I could polish it up and make it available to others.

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Never Eat Alone

I’m reading a book that Tim Sanders recommended, Never Eat Alone. The author claims that no one succeeds alone and that the key to success in business is generosity. He says the most important thing we do in business and in life is form relationships. Which is why I can’t understand how so many people meet so many other people and don’t exchange business cards or contact information. The author has a Palm with 5,000 people who will all return his calls. Life is about who you know. The richness of life comes from relationships. I didn’t figure this out until a couple years ago when I read Love is the Killer App and started thinking more about people than about how many hours of computer time I could fit in each day. After Never Eat Alone I’m going to read the Likeability Factor by Tim Sanders. And a friend of mine has written a book on relationships as well.

Big question: how do you teach that relationships matter most? When you interview someone for a job, do you ever ask how many solid relationships they have, or what experts they know, or how they build their social network?

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Ourmedia vs Google; Wikipedia vs Britannica

Google announced that it will host personal video content soon, but (a non-profit) is already offering free permanent hosting of any personal audio and video content. Check out the Alexa chart showing its rapid growth.

If Google’s service is free and Ourmedia’s is free, the winner will be the one that is easiest to use or has the most features, or perhaps is best integrated into consumer habits. So the winner will likely be Google (because their usability is second to none). Google will make more money on this particular feature than Ourmedia because its ability to monetize traffic and eyeballs usings its brilliant advertising model is much greater than Ourmedia’s–therefore it is more sustainable.

It’s interesting when a non-profit or open source project becomes the most popular service in its genre. It forces commercial players to build additional value on top of the free or commoditized service in order to generate revenue. In the end, while it’s disruptive in the short term, in the long run, consumers benefit a great deal.

One of my favorite disruptions right now is Wikipedia, the open source encyclopedia which I have blogged about before. will soon become one of the top 50 most popular web site in the world soon. (It’s one week average is #80). I actually think it will hit the top 20 in the next couple of years. This site is a great gift to mankind. It already has more than 500,000 articles compared to Britannica’s 60-80,000, and thouands of improvements are made every day.

Wired Magazine posted an excellent article recently about the creators of Wikipedia–who some of top contributors are and what makes them tick.

One of the best books I have ever read is the Professor and the Madman: A Tale of Murder, Insanity, and the Making of the Oxford English Dictionary. It is a fascinating account of the 70-year history of the Oxford English Dictionary. Comparing the OED story with the making of Wikipedia shows how dramatically the internet has affected the pace of knowledge creation and organization.

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Tim Sanders Changed My Life

Love is the Killer App, by Tim Sanders, changed my life by showing me how to imbue my business life with love and compassion and unselfish sharing of knowledge and social contacts in a conscious effort to help others, without expecting anything in return.

Since reading his first book I have stood more to greet people when they enter a room, warmly shaken more hands and given more hugs, made sincere eye contact with more people, read many more books, marked them up and made a personal index to the big ideas they contain, and have introduced more people to books and to people I know that can help them than ever before.

About 2-3 times a week I used to help people connect. But more importantly, I met new people almost every week and I have a genuine and conscious interest in helping them.

I’ve never met Tim or heard him lecture in person, but in case he sees this, I just want to give him my personal thanks for blessing my life. And I think everyone in business must read the book Love is the Killer App and live by it. Hey, I even know a local VC who loves this book. Can you imagine what a world we could build if all the VCs and entrepreneurs out there lived by the principles in this book?

Last year I signed up for Tim’s email list, and yesterday I got an email which led me to order his new book, The Likeability Factor, and also another book he recommended about business networking, Never Eat Alone.

This reminds me that email marketing still works, when the email comes from a trusted source, and recommendations by experts still cause me to get out my wallet.

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