The first 90 seconds matter more than you think. Whether it's the first 90 seconds of a conversation with a new client, or the first 90 seconds of speaking in front of a room full of people - it matters. Bottom line - in most situations, people make up their mind about you and your message in those 90 seconds (even less in many cases).
What does that mean for you? It means there are no throw away moments. In a world where people are constantly introduced to your brand through social media and the internet - you never know when your 90 seconds started. You never know what will be the first "tweet" someone will read, or the first post they stumble across on your blog.
It's even more important because, for most people, the filter is binary. You're either a 1 or a 0. Within that first 90 seconds, the switch is flipped. Yes or no. Credible or not. Interesting or not.
Knowing this, how does that change things for you? How does it effect the next email you write, phone call you make, presentation you prepare, or client meeting you hold?