I just got home from a visit to City Lights Bookstore in San Francisco.
After a short and entertaining visit to the book store, I walked out with two books.
Once I walked into the book store it was clear to me--obvious beyond any need to state it, actually--that I was going to buy a book. At least one. I didn't know which one. But I kind of knew I'd buy at least one.
Which made the following proposition clear: The task of a book store isn't to sell books. It's to get people to walk in the front door.
Selling books: easy.
Getting people to walk in the front door: hard.
Essay question: how does this parable apply to your business?
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