Seth Godin's Startup School

Building The Truth

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Dec 24, 2012
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INSIGHT

Match Product To Medium

  • Choose a product that matches the medium's strengths before you scale distribution channels.
  • Seth explains Amazon picked books because they are uniform, have list prices, and huge variety enabling low-cost online retail.
INSIGHT

Trust Determines Transaction Design

  • Trust is the fundamental currency in every transaction and varies by channel.
  • Seth shows pricing, freebies, or in-person presence must align with how much trust the buyer has in the medium.
ADVICE

Start Free Online To Earn Trust

  • If you launch a service online, consider offering it free or low-cost until trust is earned.
  • Charge only after repeated value delivery when users are hooked and trusting the interaction.
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