It’s a concept that has been instilled in us since the beginning of grade school: reading is a powerful tool for learning.
In the book Blink: The Power of Thinking without Thinking, Malcolm Gladwell imparts a series of case studies to explore the psychology of the human decision-making process, which is ever so applicable to the practice of engaging users on the web.
My greatest takeaway: Human decision-making has little to do with the amount of knowledge or information available, but rather what we do with a shockingly small amount of data.
“No enterprise can exist for itself alone. It ministers to some great need, it performs some great service, not for itself, but for others… or failing therein, it ceases to be profitable and ceases to exist.” Despite being said in the mid 20s, these words, spoken by Calvin Coolidge, are so essential to business that they’re still spoken today.
What Coolidge’s poetic statement implies is that the entire reason businesses exist is to make a profit, and more importantly, that is the sole reason that they exist.
Moreover, Coolidge suggests that in order for any business to maintain their role in any marketplace, they have to provide value. And those that have fallen out of favor have done so because they have lost sight of how to provide that value.
The reason for this brief glance through history is not to give another lecture on Business 101, but to remind online marketers that the key to online success still comes from core business principles and not aggressive SEO techniques.
Instead it comes from core business principles, specifically the one surrounding a gripping value proposition. And the smaller your company is, the more significant this principle becomes.