Threshold Resistance, by A. Alfred Taubm…
спални комплектиThreshold Resistance, by A. Alfred Taubman is a remarkable little business gem. It is a very brief autobiography of this iconic luxury retailing pioneer, but packed with real wisdom.
The core concept is “threshold resistance,” which essentially is the philosophy of finding and eliminating anything that is preventing your customers from crossing your threshold and doing business with you.
His business was retail, but I see all kinds of applicability to online marketing and lead generation. I also spotted lots of valuable advice for sales people and understanding their mission in lowering that resistance.
Jerry Neumann 12:34 pm on November 24, 2009 Permalink
Seems like there are new ones popping up all over the place, at least in NYC. In the past month I've been through three (or four, depending on how you define it) that are still 80% empty.
One of the problems being an incubator seems to be that determining who you want in the space is a harder decision than a VC or angel investment decision. Investing money, you can put in more or less and even put in a little and see how it goes before putting in more. If you're going to incubate, you make a bigger commitment: your time. I think it's hard to commit, say, $10,000 worth of your time and office space and, when that has been used up, decide to stop. You have less 'optionality.' So the decision whether or not to incubate can take a lot of thought.
Aside from giving some space to some people you know well already, running an incubator is probably a full-time job.
Bill Rice 12:48 pm on November 24, 2009 Permalink
Right, maybe just offering co-working space is a better concept.
I think you hit on another good point: Getting successes is as much about getting the right mix of skills and talent into the space.