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START WITH WHY (SIMON SINEK) - Listening books
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The Importance of Mass Market Success
Small businesses often say they want to be a billion-dollar business in X number of years. Fewer than 2,000 ever reach a billion dollars in annual revenues and 99.9% have fewer than 500 employees. The law of diffusion says mass market success can only be achieved after you penetrate it between 15%, 18%. That's because the early majority won't try something new until someone else has tried it first.
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