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Prepared Expert Overlooked For A Bear
- Jason prepared answers to ten questions the night before his radio appearance and stayed up late researching them.
- He was asked only two questions, but the audience noticed the bear in the background instead.
Quality Is The Baseline
- Jason explains that quality is expected and therefore cannot alone make you memorable.
- You must add a distinctive element — a 'plus' — that grabs attention and sticks in people's minds.
Scissors Metaphor For Expected Quality
- The Reebok president used scissors as a metaphor: a pair of scissors must cut, so quality alone doesn't differentiate.
- He orients the company around customer obsession to find the memorable 'plus.'