"When we really focus on things that really move the needle, that create big changes, that's going from zero - one. Pushing that needle to craft that next big idea or new hooks; that's going from 1 - N or from two sales to four sales, or four to five; whatever that is to you. That's the incremental process.  

So in this episode, I am going to share with you some ideas of what really moves the needle.  These ideas are what I share with my private clients and those who have come to my live events.  

• Big needle movers is what we look at first; big changes, that is what is most important;
• Examine your hook, is it unique? 
• Examine your stats, are people showing up?
• Incremental improvements lead to BIG changes and big needle movers;
• So how can you go from zero - 1 with your marketing angles? How can you bring new concepts that people have never heard of before because nobody wants to buy an improvement, they want to buy a saving grace, a life line, anything that will take them to "hell island to heaven island"? 
• Test those brand-new ideas and explore some cross disciplinary research.

**Take action now**

Book Recommendation that I referred to in this episode:

Zero to One by Peter Thiel

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