# Platform ![rw-book-cover](https://images-na.ssl-images-amazon.com/images/I/51-RZ4y3-xL._SL200_.jpg) ## Metadata - Author: [[Michael Hyatt]] - Full Title: Platform - Category: #books ## Highlights - The purpose of marketing is to prime the pump. But if people don’t want to use your product and—more importantly—if they won’t recommend it to their friends, you’re hosed. ([Location 385](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=385)) - Being successful means becoming the expert in recognizing wow when it shows up. More importantly, it means being able to recognize it when it is absent—and insisting that you ask yourself to deliver it. Don’t settle for something less, because, in doing so, you are depriving your customers of the wow experience they seek—and deserve. ([Location 497](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=497)) - The answers to these five questions will help you determine if your product is compelling:          1. What is the product or experience I want to create or transform into a wow?          2. How will the customer or prospect feel as a result of this experience? (In other words, what is the specific outcome you want to create?)          3. What specific expectations does the typical customer bring to this experience?          4. What does failing to meet customers’ expectations for this experience look like?          5. What does exceeding customers’ expectations for this experience look like? These questions can be used on your own or in a group setting to create a wow conversation. ([Location 542](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=542)) - The truth is, mediocrity is natural. You don’t have to do anything to drift there. It just happens. But if you want to create truly wow experiences— and if you want to build your platform—then it is going to require courage. Are you willing to be brave? ([Location 691](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=691)) - Great titles are PINC (pronounced “pink”). They do at least one of the following: make a promise, create intrigue, identify a need, or simply state the content. Let me provide a few examples. ([Location 724](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=724)) - The Magic of Thinking Big by David Schwartz.1 ([Location 859](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=859)) - Henriette Anne Klauser called Write It Down, Make It Happen.2 ([Location 870](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=870)) - But here’s the key for creatives: building a tribe is your ticket to enduring success. This is what platform is all about. It is a way for you to connect to your tribe. ([Location 2249](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=2249)) - HubSpot’s Marketing Grader.1 ([Location 2277](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=2277)) - people want to read what you have to say. Read Advertising Headlines That Make You Rich.7 ([Location 2360](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=2360)) - I use MailChimp. It’s a little pricey, but I love the control. ([Location 2432](https://readwise.io/to_kindle?action=open&asin=B006T364QG&location=2432))