““Assume your service is bad. It can’t hurt, and it will force you to improve.” – Harry Beckwith, Selling the Invisible Originally recommended by Derek Sivers to me as “the best book on marketing he’s ever read,” Selling the Invisible is a masterpiece. In it, Harry Beckwith repeatedly makes the point that, before you do any fancy marketing, you need to make your service good. And he recommends you start by assuming it’s bad.””