I wrote a post eight years ago called Why Google Wins. In it I shared what I think is the secret of success for all business efforts. Before, Google does not expose you to what’s in it for them until they first show you (and provide) what’s in it for you. Simply, Google’s search business gives you value before they extract any. I think about that post whenever I’m talking with sales reps, marketing managers and other executives about how to initiate conversations and sales opportunities in the...
