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  • A process can be the equivalent of a mountain climber’s harness and rope, allowing you the freedom to explore without constant worry. A process, far from being a drag or a constraint, can actually give you the comfort to be bolder. And bolder is often the right direction.

    Short-run emotion, as we’ve seen, makes the status quo seductive. But when researchers ask the elderly what they regret about their lives, they don’t often regret something they did; they regret things they didn’t do. They regret not seizing opportunities. They regret hesitating. They regret being indecisive. Being decisive is itself a choice. Decisiveness is a way of behaving, not an inherited trait. It allows us to make brave and confident choices, not because we know we’ll be right but because it’s better to try and fail than to delay and regret.

    Our decisions will never be perfect, but they can be better. Bolder. Wiser. The right process can steer us toward the right choice. And the right choice, at the right moment, can make all the difference.

    — Decisive: How to Make Better Choices in Life and Work by Chip Heath, Dan Heath

  • When we assess our choices, we’ll take the inside view by default. We’ll consider the information in the spotlight and use it to form quick impressions. “…” What we’ve seen, though, is that we can correct this bias by doing two things: zooming out and zooming in.

    When we zoom out, we take the outside view, learning from the experiences of others who have made choices like the one we’re facing. When we zoom in, we take a close-up of the situation, looking for “color” that could inform our decision. Either strategy is helpful, and either one will add insight in a way that conference-room pontificating rarely will. When possible, we should do both.

    — Decisive: How to Make Better Choices in Life and Work by Chip Heath, Dan Heath

  • A product is viral if its core functionality encourages users to invite their friends to become users too. This is how Facebook and PayPal both grew quickly: every time someone shares with a friend or makes a payment, they naturally invite more and more people into the network.

    This isn’t just cheap — it’s fast, too. If every new user leads to more than one additional user, you can achieve a chain reaction of exponential growth. The ideal viral loop should be as quick and frictionless as possible.

    — Zero to One: Notes on Startups, or How to Build the Future by Peter Thiel, Blake Masters

  • Customer Success: Some tech companies have what’s referred to as a high‐touch model of helping their customers, and some have a low‐touch model. You need to understand what your company’s customer success strategy is, and you need to ensure that your products are aligned with that strategy. Again, if you are proposing something that would represent a change, you’ll want to sit down with leadership and discuss the options.

    — INSPIRED: How to Create Tech Products Customers Love (Silicon Valley Product Group) by Marty Cagan

  • Don’t be an expert, be open. Let’s be honest. There is a lot of talk about embracing mistakes, failing fast, and showing vulnerability. But expertise is both rewarded and embraced, and often essential to being viewed as credible. How do you balance this? The marketing leader finds ways to communicate expertise while still showing openness toward others, inviting participation.

    This balance is serious Jedi-level $h#t (I’m still working on it). You’re never really a master. But the difference between a “functional expert” (director) and “leader” (VP or CMO) lies in tone, tenor, and self-awareness. You don’t have to be perfect, but you do have to develop tools to navigate challenges with grace. Experts feel closed. Leaders feel open.

    — Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group) by Martina Lauchengco

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