clipped from sethgodin.typepad.com

Smart marketers already know that marketing is more than advertising. Here's one tactic that might be overlooked: time.

Domino's rode this for a while with 30 minute deliver

At a conference I recently attended, the group was 50 minutes behind schedule after only 2 hours of the program. For the speakers, the message was, "I'm important, as important as the last guy, so since he went over ten minutes, I will too." For the audience, the message was, "this is a conference about the guys on the stage, not about us."

When a doctor overbooks her schedule and it's typical to wait ten or thirty minutes for an appointment, then the story is made really clear to the patient. Who's more important?

A contractor that prides himself on finishing every single job on the day it's due, regardless of what it takes, is telling a powerful sto