Three more additions to my Unfinished Manifesto for marketers:

• Under promise and over deliver. The world is overcrowded with companies, small and large who make big promises and then fall short on delivery. (Of course, you need to make sure YOUR smaller promise is still more than good enough.)

• Focus on a niche. You can’t please everyone, so don’t even try.

• Get thee to a podium. Professional speakers have a distinct advantage. Every time they get in front of the right audience, they’re showcasing. Publishers are always looking for new authors who are also professional speakers. You can build and market a business on someone else’s dime.