: We want to feel special. How are you embracing “mass-customization” and personal service? How do your customers feel independent and special, as if your solutions arecatering to their unique wants?
: Your customers are dominated by trends, currents, and regulatory forces. Fansgravitate to stars who exemplify their ideals.3)
: Who personifies the big antagonist, the antithesis, the Goliath, of your fans? How can they overcome this enemy by joining forces with you?4)
: Who are the notable figures of innovation in your industry sector?Who is the revolutionary “David to Goliath”? How are you rallying your fans? How are youdeveloping the right charisma with your community?
: Fans showcase their shared mindset through characteristics and habits. In businesses, followers pay for this privilege. With musicians, we chant their lyrics and buy their songs.5)
: What do you want your customers (and prospects) to do on a repeated basis? Whyshould they develop these habits? What’s in it for them? How are you ritualizing these thinkingand action patterns?6)
: What are the conveniently-packaged products that help your fans affirm their allegiance? These are often videos, audios, texts, and events. What are your sound-bites,valuable lingo and memorable symbols that help people advocate your ideology?Mitch Kapor, of Netscape fame, could be leading the anti-Microsoft revolution. In 2003, hisorganization, Mozilla, introduced Firefox. This browser is far superior to even the latest MSInternet Explorer 7 – not because Mozilla is great, but because their model is. Instead of fearingcompetition, they grow through cooperation. Private programmers help to extend the features of Firefox.Mozilla offers an “open-source platform.” It is the opposite of Microsoft’s strategy, to sustaindominance through patents, acquisition, and integration. Open-source platforms enabletechnology geeks to adapt the program’s source code; standards ensure quality, integrity, etc.