Why your information products don't sell...

Hi Mike,

Super insightful post!

Can you please post the name of the book that the Richard Koch quote below is contained in?

Thank you,

Steve Conn

> I think you don’t have to look any further
> than how author Richard Koch describes how
> to dominate a market…

> “Any business or individual wishing to own a
> new market should create a new segment based
> on greater specialization. TAKE ONE MARKET
> OR INDUSTRY AND MAKE IT TWO (emphasis added
> by MW). The opportunity always exists—it is
> the way that markets must evolve—and all
> that is required to realize a new segment is
> imagination allied to the following simple
> method.”

> “Focus on a subgroup or new group of
> customers that has some homogeneity
> internally and some differentiation from the
> rest of the current market. Next, decide how
> you can serve that customer group better, so
> that extra value is created for them, but
> without a proportionate increase in the cost
> to supply them, and ideally with a decrease
> in cost. Typically, this can be done by
> cutting out or downgrading elements of the
> product or service that are important to the
> market as a whole but not to your target
> customer group. Once you have found your new
> market, identify techniques and partners
> from other industries who embody the highest
> standards of value delivery, who are “highly
> evolved” economic species. Then appropriate
> their ideas or make them partners. Finally,
> aim to become and remain the standard, the
> model, and the leader in your new market
> segment.”