![]() I found myself skipping a few chapters that I didn’t necessarily “need help with,” to get to parts that affect me in my business right now, so you can choose to read the book that way too if it makes sense for you. Lastly, the book is a super easy read, one that could actually be read in chunks. That’s what Smart Passive Income is all about. I appreciate Jay’s focus on repeat customers, and getting people to go deep with you to increase the lifetime value of a customer, and doing it in a way that aligns with my goals and methods: through serving and solving problems. Jay lays out everything from understanding what your unique selling proposition is and how to make people know about it, to helping your audience remove their fear of risk when it comes to decisions they make with you (e.g., guarantees and risk-reversals), to even how to interact with clients and customers to make sure they keep coming back and help spread the word about your business. Throughout the book, Jay provides specific examples about companies both large and small, some well known and some of Jay’s actual clients-it’s a great framing device for helping me (and you!) understand how we can take the same approach and (hopefully) achieve the same results in our businesses. This book was published in 2000, and even though some of the examples refer to older technologies, the principles will always apply. It’s jam-packed with innovative, foundational ideas that will last, and, I believe, be a mainstay in your business, life, and growth journey. ![]() And that’s not to say that this book is “basic” by any means.
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