HELLO, my name is Scott!

1. Friendly always wins. Because it's easier. Because, shockingly, not enough people are friendly. And because our world needs it.

2. Consistency is far greater than rare moments of greatness. Don't pick and choose the people with whom you are genuine. Maintain congruency of character.

3. Make the mundane memorable. Breaking the silence = breaking the pattern = mundane into memorable = increased comfort = increased comfort = increased approachability = strangers into friends = friends into fans = WOM = $$$ = :)

4. Fans, not customers. Customers, schmustomers. Fans are the people who "love your stuff," will go to the ends of the earth to work with you, will tell all their friends about you, and don't need to be sold. Obtain them, love them, stay in front of them.

5. Be That Guy. Even if you're not a guy. Branding is about becoming somebody who reminds everybody of nobody else. It's about owning a word in the mind of the people you serve. It's about being unique, not different.

6. Networking works. Because you just never know. That's why, simply put, you should talk to everybody.

7. Interaction, not interruption. Make direct contact with your customers and prospects. Build community. Stop trying to sell stuff to everybody. Don't interrupt or annoy people, rather, interact with them. Customers are excited about interacting and participating with cool stuff, cool people and cool ideas that make them feel comfortable and respected.

8. Don't sell; enable people to buy. Concentrate your marketing efforts on creating a sense of attraction, a sense of gravity; that magnetizes customers, prospects and fans toward your company through a process of delivering value via your brand. It's not who you know; it's who knows you.

9. People buy people first. Before your company, before your products, before your services, before your ideas, before your suggestions, before your work, they buy YOU first. THUS: lead with your person, follow with your profession.

10. If you don't make a name for yourself, someone will make one for you. You can participate in the creation of your profession reputation, but you can't control it. And you no longer have just your name, you have your name - PLUS - what people say after it.

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It all started on November 2nd, 2000
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