University of Minnesota - UMN Executive Leadership Insights
Platform
Book

Platform

Get Noticed in a Noisy World

Michael Hyatt
HarperCollins Leadership, 2012
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Recommendation

Consider the iPhone. Did it succeed because it’s a remarkable device, or because legions of Apple evangelists received and carried its message far and wide, making it a must-have? Both, says Michael Hyatt, chairman of Thomas Nelson Publishing. Success requires a great product, and great products demand a great platform. In this manual, consisting of snippets from his blog, Hyatt offers simple, effective ideas for boosting your online presence and developing a tribe of followers who will spread your message. Although some entries are too basic for an experienced business leader, getAbstract recommends this to-do list to any rookie businessperson, service provider, writer or speaker.

Summary

Construct a Platform to Gain the Spotlight

To succeed as an innovator or inventor, you must promote public awareness of your work. Doing that requires building a platform, which is not necessarily easy, though the Internet puts success in reach. The successful platform builder can use modern communications methods – like blogs and social media – to increase visibility, create a brand and personal identity, amplify a message, connect to the right audience, gain Twitter and Facebook followers, and increase sales.

“Start with Wow”

Advertising legend David Ogilvy once advised, “Great marketing only makes a bad product fail faster.” Before you assemble your platform, be sure you have something to talk about: an outstanding product or service. Apple co-founder Steve Jobs was the king of developing products that sparked customer excitement. His merchandise inspired consumer evangelists who spread the word about it. Because Apple invests heavily in product development, it spends comparatively little on marketing; Apple customers promote Apple via word-of-mouth.

The best products create an extraordinary “wow experience” for customers – generating emotions that...

About the Author

Michael Hyatt spent eight years as CEO of Thomas Nelson Publishers and is now its chairman in addition to being a successful blogger, author and speaker.

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