Ep #50 - The big question asked in this episode is "Can a customer change their stripes?"
Matt starts this conversation by referencing a simple three-step formula that comes from a book written by Keith Cunningham called "The Road Less Stupid." This is how the formula goes:
Step 1 - Find Out what Your customer wants
Step 2 - Go Get It
Step 3 - Give It To Them
It's the most obvious thing in the world, but most entrepreneurs will complicate this severely.
Many entrepreneurs tend to sell things that they believe people need rather than asking what they actually want. The problem with this is that they fail to assess the culture and environment of their market ahead of time.
This is a big mistake and Matt will share why it is absolutely critical to know the culture of your customers before getting started. 
If you'd like to read Keith Cunningham's full book, "The Road Less Stupid," you can find it on Amazon here: https://amzn.to/2mYyp4o
The official "The Firebox Principle" hard cover book launch is coming up on August 13th in Orange County, CA. General admission will be absolutely free and VIP tickets will also be available. The VIP tickets include a signed copy of the book, early admission, a special Q&A with Matt, and VIP food and drinks. You can get these tickets for just $30. 
If you'd like additional information about any of Matt's upcoming book launch events in Orange County, CA or Grand Rapids, MI, as well as details on his speaking engagement in Utah, email us at support@evolutionseminars.com . 
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