Yesterday (while reading the Book of Isaiah) I learned a new word:“Capricious”!Which means something governed or characterized by sudden, irrational and unpredictable impulses or whims.Kinda like your average marketing gooroo fanboy who buys everything his little heart desires… yet… never ends up using the products.Anyway…These goblins exist in every market.And you must avoid them at all costs.Because you’ll end up spending all your precious advertising pesos on folks who never use your products and switch to the next shiny trend.So how do you filter out these undesirables?Easy:You Must Make Your Products Or Services"Hard" To Buy!(I can already hear the reply…