After analyzing hundreds of businesses, I realized that there was one indicator that could help me predict which companies were going to succeed and which ones were going to fail better than any other indicator.

Case 1 (On Average, Each of Your Customers Tells Two Friends About You):

1. 100 visitors multiplied by 200% = 200 new visitors.
2. The 200 visitors from Step 1 multiplied by 200% = 400 new visitors.
3. You can keep multiplying by 200% as many times as you want to see how fast your business will grow.

In this case, once you get the ball rolling, your customers and fans will do the rest of the work for you.

Case 2 (Out of Ten Customers, Nine Don’t Tell Anybody About Your Business and One Tells One Friend):
100 visitors multiplied by 10% = 10 new visitors.

10 visitors multiplied by 10% = 1 new visitor.

In this case, the trend decreases over time, meaning that the moment you stop inviting people to your site or store, your business will be on its way to death. The second thing to consider is this: Even if you have the money and time to market to new prospects all the time, at one point you’ll run out of prospects to market to.

So, What’s the Main Difference Between the First and the Second Example?
The first company GETS PEOPLE TALKING ABOUT THEM and the second company doesn’t. That’s it. That’s the most important marketing lesson I’ve ever learned. If you’re remarkable, all you need to do is tell a few people about your products and word-of-mouth will do the rest. You won’t be able to stop sales from constantly growing no matter how hard you try. On the other hand, if people don’t talk about your business, you can spend thousands and thousands of dollars in marketing and your business will never take off. You might get some customers, sure, but you have a car without an engine; the moment you stop pushing it, it stops moving forward.

Then, The Question Is, “How Can I Create a Remarkable Business?”
This is my favorite part: you need to be weird. Having a better product at a better price won’t do the trick. When I say weird, I mean different, unique. I’ll give you some examples of companies that did things differently and got the whole world talking about them:

• When Yahoo! was the top search engine, their competitors tried to beat them by having more features and information. Google did something different: they offered LESS: Less clutter, fewer features and more accurate search results.
• Twitter created a new concept in blogging: posts that can’t exceed 140 characters.
• Zappos revolutionized the shoes industry by offering free rush delivery and free returns (they even pay for your postage costs if you need to return or exchange a pair of shoes.)
• Whole Foods offered a central location for premium organic foods like no one else.

So, how will you make your company unique and weird? What will you do to get some raving fans to spread the word about your business? How can you make a difference in the world instead of being just another company in your industry? I promise you that if you take 10 minutes to think about these questions, they’ll be the best 10 minutes you’ll have ever invested.

I believe that discipline is one of the most important skills an entrepreneur needs to have to succeed. After all, there’s no boss telling you to do your job, so without discipline you won’t get anything done.

However, I think that we are somewhat confused about what discipline is. We tend to think that we need to be strong enough to resist all temptations and do all the work we need to do. What I’ve discovered lately is that the best way to be disciplined is to help yourself by removing all possible temptations from the situations where you need to get your work done.

For example, I’m a rugby player and I need to train six times a week. Sometimes I train with my team but twice each week we’re supposed to train on our own. I had been skipping at least 50% of those training sessions. When I talked to my rugby friends about it, it turned out that this had been happening to them too. We made an agreement: instead of training on our own, we’d get together at the park to train. Whoever didn’t show up had to pay the other four of us $20 each. That’s $80 if you miss a practice! In two months, only one of us missed a session.

Here’s the funny part: because we all live in different parts of the city, we need to drive for 30 minutes to get to the park. It’d be much more convenient to train on our own. The problem is, it doesn’t work. We’ve already tried. Most of us are faced with situations like this one every day of our lives and we usually try to convince ourselves that driving 30 minutes to do something you can do in your own neighborhood is stupid and that we should be strong enough to not miss any training session without any extra incentives. You’re a human being; relax, take it easy. Don’t be so hard on yourself. Temptations exist. You can either make it really hard for yourself or manipulate the situations you’re in so things are easier for you.

This is how I manipulated some situations of my life to make things easier for myself:

• I wanted to eat more fruits and less junk food. So, instead of buying both at the grocery store, I only got fruits and no junk food. Now, every time I want junk food I need to drive a whole mile to the closest gas station. I’ve probably reduced my intake of junk food by 90%.
• I used to check my email several times a day and that was killing me. There’s no way to focus on something and be productive if you check your email every five minutes. I decided to tear up a $1 bill every time I checked my email during the day. Six months later, I’m out $3 and I’m 200% more productive. Not bad, huh?
• When I get very stressed out, I start sniffing. This gives me headaches and stomach cramps. I used to think that it’s part of me and I couldn’t change it. Last month I did an experiment: every time I started sniffing, I’d take a 5-minute break from work. The first week of my experiment I was really pissed at myself. I’d work for two minutes, start sniffing, take five minutes off, then work for 30 seconds, start sniffing again, take another five minutes off and so on. I couldn’t get any work done. But little by little I started associating the sniffing with the punishment and I stopped doing it. Now it probably happens once or twice a day, but I don’t have the headaches or stomach cramps anymore.

This post is a little different from my usual Internet marketing posts, but being disciplined is extremely important, and I found a technique that worked for me and wanted to share it with you. I hope it was helpful. Talk to you soon.