The Penthouse
Become the Answer to "Who Do I Call?"
Own that question in your market and you own the market.
When something breaks, when a need appears, the customer asks one question: who do I call? The whole game, boiled down to a sentence, is making the answer to that question be you. Not the best worker, not the cheapest supplier - the name that comes to mind the instant the need appears. Own that reflex and every deal starts at your door by default.
Everything in this book is in service of becoming that answer: the trust, the brand, the speed, the guarantee, the reputation. Build until you are the obvious, automatic, top-of-mind call for a real need in a real market. When you are the answer to 'who do I call?', you never have to chase a deal again - the deals come to you, because you've become the doorway the whole market reaches for first.
Be the first name that comes to mind when the need appears, and the market routes to you.
This is one of 48 laws from MIDDLEMAN - The 48 Laws of the Money in the Middle. Read it in full to climb the whole building, floor by floor.