Johan Broddfelt
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A book to be, about business

Today's post is a bit different. I'm actually in the process of writing some kind of paper or small book about how to become a smarter more successful entrepreneur. The reason why I do this is because I have spent a lot of time these last 5 years studying all the important aspects of running a business from the personal performance to products, design, marketing, sales and management. But now I feel it is time to put the information to use, but everything all the information was just a big mess of porridge in my head so I decided to start to write every aspect I thought was important down and I soon realised that this could be some kind of book.

Now I have a list of chapters and content for about 50% of the book so far. Primarily this is a book for me, it contains my thoughts in a structure that makes sense to me. But I have a feeling that there might be some parts that I'm missing out. So that is why I'm posting some of the content her today for you to see and I want to let you come with feedback if you think there is something I have missed or something you really want to know more about that I might want to split up unto more chapters. If you have any suggestions on names for the book that is also appreciated.
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Strategies for success
10 000 hour rule
Focus, focus, focus
Do what you love and you will succeed
6 * WHY?
Serve and the money will come
The gap of knowledge
The early bird gets the worm
What doesn’t kill you make you stronger
Divide and conquer
Product or Service
How to identify what you should work with
Why design is important
Design and emotions
The design process
What to design and how
Let users influence your design
Who is your target audience?
Which platform should I market on
No marketing is not an option
Automate marketing
Process optimisation
Standard systems vs tailored vs DIY frameworks
Do not cut the organisation, optimise instead
Automate or delegate
Confusing good advice
Think inside and outside the box
Focus but do not put all eggs in one basket
Target audience and the masses
Find your passion…

Sample chapter from the book in it's current state...

Who is your target audience?

Often when we talk about a target audience we talk about gender, age and some other criteria like region or in best cases what kind of media the audience consume. But there is a lot more to explore here. One good thing to do is ask exactly what problem you solve for the customers and then explore who else might suffer from that problem. When you have that covered you can create several profiles that help you find the people that has the problem you solve. You should also acknowledge that you probably solve several problems, and for each problem you solve you can find a list of profiles. Then you want to figure out which of those profiles are most profitable and focus on that profile first. The goal for this exercise is to end up with a list of platforms where you best can find your audience and when you are there what message you should send in order to get their attention. The more specific you can be here the less resources you need to spend and the happier customers you’ll get. Sometimes you might notice that a competitor is targeting the same people as you do. Then it is a good thing to target a more narrow subset of the group or differentiate your message from your competitor in order to highlight your unique qualities. But, you say, I want to reach everybody with my message. Bad idea is my answer. First of all, if you have the perfect product that fit all, then you would be so busy you would not have time to deliver. And if there are some faults in your product you will have a huge list of unhappy customers that will never return. So even if you won't earn as much in the beginning, it will be a good way to test out your product and then let the word of mouth be the biggest part of your marketing. There is no better marketing than people liking your product and then telling their friends about it. So even if you’ll earn less, you’ll actually spend less on your marketing to make up for it in the long run. A really good sample of this is, that started out selling books. Now, I guess they have almost every product imaginable in store.

- Business Success Book

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