Not Buying It: When your biggest challenge is non-consumption: by Rita McGrath. “We’re used to thinking of competition as the biggest challenge for getting customers to buy from us. But a much bigger challenge is non-consumption – especially when the reasons people aren’t buying have more to do with friction than with what you’re selling.”
How do you ask good questions? by Tyler Cowen. A few pointers: “Highly specific questions are better on average. It is often better to preface a question with a confession of some sort, or with information from yourself. That sets a standard for the respondent. Set that standard high! Demonstrate credibly that you are truly listening and that you care about the answer.”
Read: The Cellist by Daniel Silva
