BOBOWdHHHHHHSHX Z-jFLOM!`:kxHH@Rg(HH(dh 7l@/dn"?@Uxnd{  ^vDSETr444XX XXU6 U<     + ,     V W Q R h i     2X\Uh U :UpI didnt wake up one day from a dream of about some baseball player tellling me hey Jer if you build it, they will come. Quite frankly it doesnt work that way anymore. If you build it, you have to tell them about it. If you build it, you have tell them to come. If you build it, you have to tell them why they should come to you. If you build it, you have to tell them why your service is worth coming to. If you build it, you have to teach them! Education is the key. You have to educate you customers and potential customers. And its not just about education. It about unlearning. You are gonna have to unlearn or unteach your customer about what they have already been taught. Its an uphill battle. Your customer is not stupid. But they are ignorant. Ignorant to your service that is. Ignorant to your technology. They have been taught that your service is inseucre. They have been taught that your service is unreliable. Whose teaching the them this? Your competitor. Sorry to burst your bubble, but believe it or not, your competitors know about you. They know what you provide. They know what you charge. They know your customers and they know your potential customers. Used to be that in the early days of the ISP the big boys would sit around and wait for us to bulid a customer base. Once we did all the ground work, and layed out all the expense they would come in and buy us up. Made perfect sense then. We live in a different world now. Those days are over. Those days are long gone. Those days, sadly, will NEVER return. Now-a-days the big boyz as it were, find that the cost of customer aquistion by purchasing an existing customer base is far more expensive than simply taking those customers and potention customer by attrition. The big boyz can aquire your customers, they can aquire your potential customers, by offering cut throat pricing, outlandish promises. They can aquire your customers and potential customers by telling them that your service is insecure. They can aquire your customers and potential customers by telling them that your service is unstalbe. They tell your customers that your service is unreliable, and unproven. You need to dispell the myths. Heed the rumors. Were at war here folks. And the battle field is laden with the Time Warners, the SBCs the Charters, the McClouds, or whatever incumbant RBOC/CLEC or Cable OP is in your neck of the woods. You are naive if you think that again, if you build it they will come. You are really naive, dare I say stupid, if you think that if I am the only game in town they have to use me. You are even more naive if you think that using a new state of the art, or alternative technolgy that some how the masses will just flock to you. Dont forget, we are still in a high compeitive and diffcult busines. And we are in a crumy economy to boot. Wireless is not the save all end all technolgy or recipe for success. Wireless is not the killer fuckin app! Wireless is quite simply a way for us little guys, us mom and pops to compete in a broadband industry that is closed to us. We cant buy into the cable infrastructure and resell it. We cant buy into the DSL infrastructure and resell it, at least not at a profit. Wireless is the last bastion of the FREE ISP. By free I do not mean, we give it away. I mean to say that Wireless is an areana in which the playing field is finally level. Anyone of us can buy and AP , rent tower space and set up shop. Again, Wireless is not the killer fuckin app, its :yet another tool in our vast arsenal as a private, independant, average ordinary ISP. Again, WE ARE AT WAR! Sure you could go the way of the French and be complacent, or surrender. You could dig in and try to ride out the storm. You could go on the defensive and try to hold your ground. Or you could prempt the attack and move forward. Grab the bull by the horns. Grab the horse by the reins. Get in control of your destiny, set a goal and invade your customers mind with the truth. Tellyour customers and potential customer that you are here! Adverstise! ZNDSET2HYh6*DSET2H0߿Yt6*DSUMHDNISTYL JSTYLWWWWWWWWW          F HASH $. 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