Thumbs up for The Personal MBA: Master the Art of Business by Josh Kaufman. Business.
Quick test. Can you define bootstrapping? The principle of loss aversion? Parkinson’s Law? What a CTA is and where you might use one? If you pass, you’re probably okay. If flunked any of those, my next question: do you want an easy-to-read crash course that will help you become an educated member of a modern economy? (There is a correct answer here.) This is the book for that.
Apple used a Hook for the launch of the iPod: “1,000 songs in your pocket.” At the time, portable music players consisted of bulky CD and cassette players, and advertising for early MP3 players focused on geek-speak: megabytes of disk space. Apple’s Hook highlighted the primary benefit: instead of carrying around hundreds of tapes or CDs, you could carry your entire music collection in one elegant device.
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