6 Lessons on Starting Up From Norm Brodsky

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Keep Your Message Clear

"One of the most common mistakes you can make in business is to assume that potential customers think the way you do," advises Norm Brodsky. Consider Justin Esgar, who created an iPad app that allows you to sign PDFs on your iPad in hopes of helping to reduce the amount of paper in the world. He had been pitching his product as a way to go green, says Brodsky, but for most people, the real benefit has to do with the time and money it can save. "Not that Justin shouldn't continue to tout the green virtues of his product, but he'd probably sell more copies if he focused instead on the time-saving features that almost any professional with an iPad would gladly pay $3.99 for." (For more, read "How to Keep Your Message Clear," April 2011.)