My notes

TV expires as soon as it comes out. Online can appreciate with time. 4-Hour Workweek has been on the New York Times Best Seller List for 2 1/2 years. Tim’s goal was 20,000 evangelists, because it would help him move 10,000 units each week (for two weeks) and make him a best seller. Customer acquisition is best in a phased approach. Go for a ‘surround sound’ media approach. Heavy up in the first week to target early adopters. He used Crazy Egg and Google Analytics. You should read ’1,000 true fans’ by Kevin Kelly

3 Tipping Points

1. Target thought leaders that are read by traffic leaders

2. Scobleizer

3. Meta – book launch and popularity became news

*Sell around the product!