June 7, 2004
News & Opinion: Kawasaki on Acquiring Customers
The single best method is to enable people to test-drive your product. Basically you're saying to people: (a) I think you're smart; (b) therefore, I won't try to bludgeon you into becoming a customer; (c) so try my product and then you decide. This, of course, assumes that you have a good product. If you don't, it's the single best method to tank your product, too.
[from Guy Kawasaki's Art of the Start column in the January 6, 2004 issue of Forbes]
About Dylan Schleicher
Dylan Schleicher has been a part of the 800-CEO-READ claque since 2003. Even though he's stayed on at the company, he has not stayed put. After beginning in shipping & receiving, he joined customer service and accounting before moving into his current, highly elliptical orbit of duties overseeing the ChangeThis and In the Books websites, the company's annual review of books and in-house design. He lives with his wife and two children in the Washington Heights neighborhood on Milwaukee's West Side.