1. The product must be magnetic. This is kind of obvious. No duh, your product has to be awesome. I'm sick and tired of everyone using Apple as an example. Apple is one of those once in a generation type companies. Not very many companies have new products that blaze new trails. It is difficult to apply learnings from Apple to John Doe's product X. But, he offers other examples of great products. A good reminder that your product must be exceptional. I especially enjoyed the Zipcar example. A very interesting story.
2. Identify the hassles (aka problems) and fix 'em. He calls it a 'Hassle Map'. I remember the Bloomberg story most. Again, very interesting from a historical point of view, but I think that this concept is obvious.
3. Trigger. My favorite part of the book. Even some of the greatest most successful companies did NOT FIRST succeed. Hmmm. Two examples that I really liked. Netflix and Nespresso. Until Netflix solved it's distribution problem, it never caught on. Until Zipcar solved it's density problem, it never caught on. The Nespresso story was most fascinating, especially since I am a big fan of the brand, having owned a machine for 5 years now. Their trigger was providing customer samples in the middle of stores. It took +20 years to get to that point. Wow.
The book continues with more examples, some good and some not so interesting to me. My take home message: The common thread among all of the examples is TIME...lots of it. More often that not, it takes time to create DEMAND. Nothing happens overnight. You have to persevere and carefully build one block at a time. Whether its a blog or a product or a service....whatever business you are promoting. It will take time to build something of significant value.