Matthew Gillogly explains the business concept of a beachhead: one message to one market with one offer. Many companies fail by violating this rule of ones, trying to do too much at once instead of establishing a foothold first.
This is the concept called the beachhead. Arianna talked about it a little bit. We're going to dive into it a little bit more. But this is where most of you fall down. You violate this rule, this science of business all the time. You have to, in order to be successful, you have to be having one message to one market with one offer to get them to come in the door. We call it the rule of ones. The concept of the beachhead is rooted in military science. This allowed us to get the, the red is where they got to at the end of day 1.
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