Survival is Not Enough/Godin 115-117

116 Signals matter

Apparent over spending on high-leverage signals may be the best investment you make in a new project.

117 Six ways companies can use signaling strategies.
1) Have a very fancy receptions so the potential employee will be more likely to accept your job offer.
2) Hire an extremely well-paid, highly esteemed executive, regardless of price, if the presence of that executive signals the gatekeepers at crucial clients or backers.
3) Run intentionally wasteful direct mail campaigns that reach very small numbers of influential targets. Send signed leather hardcover books by Federal Express to the fifty people you most want to seduce.
4) Fire a profitable client in a very public way.
5) Hire a beautiful receptionist.
6) Pay your receptionist $10 million in bonuses for no good reason.
The goal of each of these strategies is to waste money, but to do it in a way that brings maximum impact. Because if you waste the money the right way, you’re not really wasting it, are you? All too often companies waste money indiscriminately.