111 ridiculously obvious thoughts on...
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by Tom Peters
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111ridiculously obvious thoughts on selling >
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“Everyone lives by selling something.” — Robert Louis Stevenson
1. “Strategy”overrated,simply“doin’stuff”underrated.SeeKelleherandBossidy:“Wehave a‘strategicplan,’it’scalleddoingthings.”—HerbKelleher.“Executionisasystematic
processofrigorouslydiscussinghowsandwhats,tenaciouslyfollowingthrough,andensuringaccountability.”—LarryBossidy&RamCharan/Execution: The Discipline of Getting Things Done. Action has its own logic—askGenghisKhan,Rommel,COLJohnBoyd,U.S.Grant,Patton,W.T.Sherman.
2. What are you personally great at?(Keyword:“great.”)Playtostrengths!“DistinctorExtinct.”Youshouldaimtobe“outrageouslygood”/B.I.W.atanichearea(ormore).
3. Areyoua“personality,”adefacto“brand”intheindustry?TheDr.Philof...
4. Opportunism (with a little forethought) mostly wins.(“SuccessfulpeoplearetheoneswhoaregoodatPlanB.”)
5. Little starts can lead to big wins.Mosttruewinners—thinksearch&Google—startassomethingsmall.Manybigdeals—Disney&Pixar—couldhavebeendoneaslittle-erdealsifyou’dhadthenervetostepoutbeforethevaluebecameobvious.
6. Non-obvious targets have great potential.Amongmanyotherthings,everybodygoesaftertheobviousones.Also,the“non-obvious”areoftengoodPartnersfortechnologyexperiments.
7. Thebestrelationshipsareoften(usually?)not“toptotop”!(Oftenthebest:hungrydivi-sionGMseagertomakeamark.)
First prepared for presentation toGEEnergy01.24.2006.
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8. IT’S RELATIONSHIPS, STUPID—DEEP AND FROM MULTIPLE FUNCTIONS.
9. In any public-sector business, you must become an avid student of “the politics,” the incentives and constraints, mostly non-economic, facing all the players. Politiciansareusuallyincrediblylogical—ifyou(deeply!)understandthematrixinwhichtheyexist.
10.Relationships from within our firm are as important—oftenmoreimportant—asthosefromoutside—againbroadisasimportantasdeep.Allies—avidsupporters!—withinandfromnon-obviousplacesmaybemoreimportantthanrelationshipsattheClientorganization.Goal:an“insanelyunfair‘marketshare’”ofinsiders’timedevotedtoyourprojects!
11. Interesting outsiders are essential to innovative proposal and sales teams. An “exciting”sales-proposalteamisasimportantasaprestigiousone.
12. Istheproposal-salesteamweirdenough—weirdoscomeupwiththemostinteresting,game-changerideas.Period.
13. Lunch with at least one weirdo per month.(Goal:alwaysontheprowlforinterestingnewstuff.)
14. Gratuitouscomment:Luncheswithgoodfriendsaretypicallyawasteof(professional)time.
15. Don’t short-change (time, money, depth) the proposal process. Miss one tiny nuance, onepotentialincentivethat“makesmyday”forakeyClientplayer—andwatchthewholegig be torpedoed.
16. “Stickingwithit”sometimespays,sometimesnot—ittakesalotoftriestoforgethebestpathin.Sometimesyouneverdo,afteraliterallifetime.(Ah,life.)
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17. WOMEN ARE SIMPLY BETTER AT RELATIONSHIPS—don’tgethungup—particu-larlyintechfirms—onwhatindustries-countries“womencan’tdo.”(Orsomesuchbullshit.)
18. Work incessantly on your “story”—most economic value springs from a good story (think Perrier)!Insensitivepublicorquasi-publicnegotiations,acompellingstoryisofimmensevalue—politicsisaboutthetensionamongcompetingstories.(Ifyoudon’tbelieveme,askKarlRoveorJamesCarville.)(“Storytellingisthecoreofcul-ture.”—Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld, JamesTwitchell)
19. Callthis18A,or18repeat:Becomeafirst-rateStoryteller!(“Akey—perhapsthekey—toleadershipistheeffectivecommunicationofastory.”—HowardGardner,Leading Minds: An Anatomy of Leadership)
20. RiskAssessment&RiskManagementismoreaboutstoriesthanadvancedmath—i.e.,brilliant scenario construction.
21. Goodlistenersaregoodsalespeople.Period.
22. Lousylistenersarelousysalespeople.Period.
23. GREAT LISTENERS ARE GREAT SALES PEOPLE.(Listening“skills”arehardtolearnandsubjecttoimmenseeffortinpursuitofMastery.Avirtuoso“listener”isasrareasavirtuosocelloplayer.)(“Ifyoudon’tlisten,youdon’tsellanything.”—CarolynMarland,MD/GuardianGroup)
24. Thingsthatarefunnytome(American)areoften-mostlynotfunnytothoseinothercultures.(Humorisasfine-edgedasitgets,andrarelytravels.)
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25. You don’t know Jack Squat about other peoples’ cultures—especially if you are a typically myopic American.(Likeme.)
26. Are you a great interviewer? It’samakeorbreakskill.(ThinkBarbaraWalters—i.e.,herskillatextractingunwantedtruthsfromprosinpersona-protection...infrontof10sofmillionsofpeople.)
“If you don’t listen, you don’t sell anything.” — Carolyn Marland, Managing Director, Guardian Group
27. Are you a great (not merely “good”) presenter?Masteringpresentationskillsisalife’swork—withstupendouspayoff.
28. Work like hell on the Big 2: LISTENING/INTERVIEWING, PRESENTING.Theseare“theessenceof[sales]life”—andusuallypickedupinanamateurish,catch-as-catch-canfashion.Mistake!(Becomea“professionalstudent”ofthesetwoareas,achieveMastery.)
29. Areyougoodatflowers?Think:FLOWERPOWER!(SeeHarveyMackay’s“Mackay66”—whatyoushouldknowaboutaClient;e.g.,birthdays&anniversaries.)(My “flowers budget” is out of control. Hooray for me.)
30. Youcan’tdoitall—beclearatwhatyouaregoodat,badat,indifferentat.Hubrissucks.
31. Thepointisnotto“proveyourself.”(That’sego-talk.)LetthebestpersonpresenttotheClient—perhapsa“lowerlevel”geek.(“Controlfreaks”gettheirjustdessertsinthelonghaul—orsooner.)
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32. Thenumberswillmoreorlesstakecareofthemselvesoverthelonghaul—iftherelationship/sis/aresolidgold.
33. The Gold Standard in selling: INDISPENSABLE to the Client. Noothergoalisworthy.
34. Neverstopgrowing-broadening-deepeningtherelationship.The key to “indispensability” is to get the Client more and more … and more … and then more … imbedded in “our” web.Hencetheso-called“sellingprocess”isonlythefirststep!
35. USE THE WORD “WE” … CONSTANTLY & RELIGIOUSLY!(E.g.,“We”—theClient&me—“aregoingtochangetheworldwiththisservice.”)
36. Don’t waste your time on jerks—it’ll rarely work out in the mid- to long-term.
37. Genius is walking away from lousy “scores” (deals)—and accepting the attendant heat. BigBusinessisthepremierhometoBigEgosoverpayingbyafactorof2to22withbillion$$$$atstake.(ThinkJerryLevinandAOLTimeWarner.)
38. Youhaven’taclueastohowthissituationwillactuallyplayout—bepreparedtomovefastinadifferentdirection.
39. Keepyourword.
40. KEEP YOUR WORD.
41. Underpromise(i.e.,don’tover-promise;i.e.,cutyourselfalittleslack)evenifitcostsyoubusiness—winningisalong-termaffair.Over-promisingisSign#1ofalackofintegrity.Youwillpaythepiper.
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42. Thereissuchathingasa“goodloss”—ifyou’vetestedsomethingnewanddevelopedgoodrelationships.Ahalf-dozenhonorable,ingeniouslossesoveratwo-yearperiodcanpavethewayforaBigVictoryinaNewSpaceinyear3.
43. It’sacompetitiveworldoutthere.New,innovativeproductsarehardertosellthanoldstand-bys.Nonetheless, you will be a long-term star to the extent that you are willing to push the harder-to-sell-at-the-moment Innovative Products that cement long-term Client success (Indispensability!)—evenifitmeansa#shitthisquarter.PART OF YOUR JOB: TAKE CLIENTS ON AN ADVENTURE THAT PUTS THEM AHEAD OF THE GAME CALLED (GAMECHANGING—hopefully) COMPETITIVE ADVANTAGE!
44. Think“legacy”—whatthehellisallthisreallyaboutforyouandtheworld?(“Tellme,whatisityouplantodowithyouronewildandpreciouslife?”—MaryOliver)
45. THERE ARE NO “MODERATES” IN THE HISTORY BOOKS!
46. Keep it simple!(Damnit!)Nomatterhow“sophisticated”theproduct.Ifyoucan’texplainitinaphrase,apage,ortoyour14-year-old...youhaven’tgotitrightyet.
47. Know more than the next guy.Homeworkpays.(Ofcourseit’sobvious—butinmyworkitistoooftenhonoredinthebreach.)
48. Regardlessofprojectsize,winningorlosinginvariablyhingesonaraftof“littlestuff.”Little stuff is and always has been everything!!!!!!!!!!!!!!!!!!!!—or, “one man’s little stuff is another man’s 7.6 Richter deal-breaker.”
49. In public settings in particular, face saving is all.Whensomethingchanges,allowtheotherguytocomeoutlookinglikeawinner,especiallyifhehaslost.(Evenifyoumustaccepttheeggonyourface—hewillalwaysrememberyou!)
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50. Don’tholdgrudges.(Itistheultimateinsmallmindedness—andincrediblywastefulandineffective.There’salwaystomorrow.)
51. IT’S ALWAYS “THE POLITICS”—wee private sector deal or giant public sector deal.(Everyplayer,smallorlarge,isanglingforsomething.Masterthecalculusofadvantage.)
52. To beat the “turnover problem” in key Client posts amidst long negotiations, invest outrageous amounts of time building a wide & deep set of relationships with mid-level (& lower!!) “plodding” “careerists.”Theinvisiblecareeristsarethebedrockuponwhichrepeatedsuccessisbuilt!(My“CapitolHillAxiom”:It’sthe24-year-oldLAwhointheendbriefstheSenatorrightbeforeshegoestotheFloortovote.)
53. Speakingof“she”:GenderdifferencesareEnormous—dealingwithawomananddealingwithamanaredifferentkettlesoffish—youmustbecomeanA+studentofgenderdif-ferences.(E.g.:Menaretypicallymoreinterestedintheshort-term“score.”Womenaremoreinterestedinthelong-termconsequences.)
54. “LITTLE PEOPLE” OFTEN HAVE BIG FRIENDS.
55. Thisisnotwar,damnit.Allpartiescanwin(ornotlose,anyway).Andlosingbidderscanwalkawayfromadealwithincreasedrespectforyouandyourteam.
56. Never,everdumponacompetitor—theTomWatsonIBMglory-daysmantra.
“Nothing is so contagious as enthusiasm.” —Samuel Taylor Coleridge
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57. Never forget the “Law of Cousins!”Indevelopingnationsinparticular,powerbrokersatalllevelsareatleastcousins!Considerationforasecondcousincanpayoffbigtime.
58. Speakingof“favors,”jailsucks.
59. Work hard beats work smart. (Mostly.)
60. REPEAT: HE/SHE WHO HAS THE MOST-BEST RELATIONSHIPS WINS. RELATIONSHIPS ARE THE ESSENCE OF THE WORK OF THE SALESPERSON. THE HARD ... AND LONG ... WORK OF THE SALESPERSON.
61. Manovs.mano“hardball”isseldomtheanswer—endrunsbasedonandpatientmulti-levelrelationshipbuildingviadeeper-widernetworkswin.
62. Ifthedealiswiredfrombelow,trulywired,thentheso-called“bignegotiations”areessentially irrelevant.
63. Ifeveryquarterisa“littlebetter”thanthepriorquarter—thenyouarenottakinganyseriousrisks.
64. Phones beat email.
65. A THREE-MINUTE CALL TODAY CAN AVOID A GAME-LOSER OF A FIASCO NEXT MONTH. There was always a time when a little thing could have been addressed that headed off a subsequent big thing.Astoavoidingthatcall,didn’tsomeonesay,“Pridegoethbeforethefall”?
66. Behyper-organizedaboutrelationshipmanagement—youareintheanthropologybusiness.Studythegreatpols!BrilliantNRM(networkrelationshipmanagement)isnotaccidental!Itisnotcatchascatchcan.(Footballanalogiesarecute—butdeeppoliticalunderstandingpaystheprivate-schooltuition.)
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67. Think/obsessonROIR(ReturnOnInvestmentInRelationships).
68. “THANK YOU” NOTES: World’s highest-return investment!!!!!!!!!
69. Thewaytoanyone’sheart:Doinganicethingfortheirkid.(But,gawd,doesthistakeagentletouch.)
70. Scoringoffotherpeopleisstupid.Winners are always in the business of creating the maximum # of winners—among adversaries at least as much as among “partners.”
71. Yourcolleagues’successesareyoursuccesses.Period.(Trustme,mygreatestpersonalsuccess—financiallyaswellasartistically—hasbeencreatingabiggerpondinwhicheveryonewins,evenifmy“marketshare”isdown.)
72. Lend a helping hand, especially when you don’t have the time.E.g.,sharerelation-ships—the more you give away the more you get in return(justliketheysayinchurch).
73. Listenup:“ItwasmuchlaterthatIrealizedDad’ssecret.Hegainedrespectbygivingit.Hetalkedandlistenedtothefourth-gradekidsinSpringValleywhoshinedshoesthesamewayhetalkedandlistenedtoabishoporacollegepresident.Hewasseriouslyin-terestedinwhoyouwereandwhatyouhadtosay.”—SaraLawrence-Lightfoot,Respect. (I.e.,RespectisCool.)
74. Mentoringisathrill—andthepracticalpayoffisenormous.Thebestmentorshavethewholeworldworkingitsbunsoffforthem!
75. Hireforenthusiasm.Promoteforenthusiasm.Cherishenthusiasm.REMOVE NON-ENTHUSIASTS—THEY ARE CANCERS.(“Nothingissocontagiousasenthusiasm.”
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—SamuelTaylorColeridge.“Amanwithoutasmilingfacemustnotopenashop.”—ChineseProverb.)
“You can’t behave in a calm, rational manner. You’ve got to be out there on the lunatic fringe.”
— Jack Welch 76. IT’S ALWAYS YOUR PROBLEM—you sold it to them.
77. It’s never over: While there may be an excellent service activity in your company, the “relationship” belongs to You!Hencethe“aftersales”“momentsoftruth”areatleastas—ifnotmorethan*—importanttotheContinuingRelationshipasthesale“transaction”itself.(*Ivotefor“morethan.”)You’llgetyourbiggest“points”withtheClientforbeinganeffectiveafter-the-factgo-betweenwithyourcompany.
78. Don’tgettoohungupon“systemsintegration”—first&foremost,theindividualbitshavegottowork.
79. For God’s sake don’t over promise on “systems integration”—it’s nigh on impos-sible to deliver.
80. Ontheotherhand…winnersclamberUptheValue-addedLadder,andoffereversomuchmorethan“mere”product.ALL SUCCESSFUL SALESPEOPLE ARE IN THE “SOLUTIONS BUSINESS”—nomatterhowjargonythatmaysound.
81. “Systems”/“Solutions”sellingmeansgrapplingdirectlywith“culturechange”inClientorganizations.(“Thebusinessofsellingisnotjustaboutmatchingviablesolutions
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tothecustomersthatrequirethem.It’sequallyaboutmanagingthechangeprocessthecustomerwillneedtogothroughtoimplementthesolutionandachievethevaluepromisedbythesolution”—JeffThull,The Prime Solution: Close the Value Gap, Increase Margins, and Win the Complex Sale)
82. Shit happens. That’s what they pay you for.
83. Thisisnota“GE”or“Ben&Jerry’s”sale—itisaJoeJones/JaneJonessale.YOU ARE THE “BRAND” THE CLIENT BUYS—especiallyoverthelonghaul.
84. Duh:Youmakemoney,thecompanymakesmoney,onrepeatbusiness.
85. Master—yes,you—the“PR”Game.“WordofMouth”isnotaccidental!You want Word of Mouth? Make it happen!
86. GOAL #1: MAKE YOUR CLIENT A HERO—YOU ARE NOT THERE TO GET CREDIT. (“Takingcredit”isforego-maniacs.Andlosers.)
87. “Decentmargins,”overthemid-tolong-term,areaproductofbetterrelationships,notbetter“negotiatingskill.”(Mostly.)
88. Intheimmortalwordsofex-GEViceChairmanLarryBossidy,moreorless,“Realismrocks.”(“Bullshitartist”and“greatsalesperson,”contrarytoconventionalwisdom,areDiametricOpposites.“Truthteller”andGreatSalespersonismorelikeit.)
89. BethefirsttotelltheClientbadnews(e.g.,slippeddelivery);hisintelligencesources,andhehasthem,willtellhimfast—youwanttobetherefirstwithyourstoryandtoenhanceyourrepasTruthteller!
90. Worklikehelltogetareputationasavaluedindustryexpert,tobecomeanindustryresource.
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91. WorktheTradeAssociationangleforallit’sworth—itmaytakeadecadetopayoff—e.g.,whenyoubecomeanofficerorareonanimportantpanelortestifybeforeCongress.
92. PAY YOUR DUES IN THE CLIENT ORG AND IN YOUR OWN ORG!
93. It’s all bloody tactics.
94. Youmust...LOVE....theproduct!(Period.)
95. YOU MUST LOVE THE PRODUCT!
96. Don’t over-schedule.“Runninglate”isinexcusableatanylevelofseniority;itistheultimatemarkofself-importancemixedwithcontempt.
97. Ittakestimetogettoknowpeople.(DUH.)
98. Women are better salespeople.(SeeAddendum.)
99.Theveryideaof“efficiency”inrelationshipdevelopmentis...STUPID.
100.MBWA (still) rules.
101.“Preparingthesoil”isthe“first98percent.”(Ormore.)
102.WORK THE PHONES!
103. Rule5K-5M:5Kmilesfora5-Minutemeetingoftenmakessense.(Yes,often.)(Evenwithconstrainedtravelbudgets.)(Thanks,super-agentMarkMcCormack.)
104.Becomeastudent!Studygreatsalespeople!(IncludingPresidents.)(“Natural”isalittlebittrue—butthenNaturalsarealwaystheoneswhostudyhardest—e.g.,JerryRice.)
105. Becomeastudent!Yes,youcanstudyRelationshipBuilding.So,study…
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106.Bewarecomplexifiersandcomplicators.(Truly“smartpeople”...simplifythings.)
107.Thesmartestguyintheroomrarelywins—alas,heusuallyisawarehe’sthesmartestguy.(Andneedn’twastehistimeonthat“softrelationshipcrap.”)
108.Be kind. It works.
109.Beespeciallykindwhentherearescrew-ups.(There’splentyoftimelatertoplaytheGreatAccountabilityGame.)
110.PresidentsnevertireofbeingtreatedlikePresidents.
111. Luck matters. So: Good luck!
ADDENDUM: WOMEN ROCK (AS SALESPERSONS)
Andtheanswersare?
“TAKETHISQUICKQUIZ:Whomanagesmorethingsatonce?Who puts more effort into their appearance?Whousuallytakescareofthedetails?Who finds it easier to meet new people? Whoasksmorequestionsinaconversation?Who is a better listener? Whohasmoreinterestincommunicationskills?Who is more inclined to get involved?Whoencouragesharmonyandagreement? Who has better intuition? Whoworkswithalonger‘todo’list?Who enjoys a recap to the day’s events?Whoisbetteratkeepingintouchwithothers?”
Source:Selling Is a Woman’s Game: 15 Powerful Reasons Why Women Can Outsell Men,NickiJoy&SusanKane-Benson
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infoinfoABOUT THE AUTHOR
FortunecallsTomPeterstheUr-guruofmanagementandcompareshimtoRalphWaldoEmerson,HenryDavidThoreau,WaltWhitman,andH.L.Mencken.The EconomisttagshimtheUber-guru.HisunconventionalviewsledBusinessWeektodescribehimas“business’sbestfriendandworstnight-mare.”Tomdescribeshimselfasaprinceofdisorder,championofboldfailures,maestroofzest,professionalloudmouth(asaspeakerhe’s“aspitter”accordingtothecartoonstripDilbert),corpo-ratecheerleader,loverofmarkets,capitalistpig…andcard-carryingmemberoftheACLU.
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