Original visions are often wrong. Companies have to morph as they learn what customers don't want.

The companies that are successful, they start out to make meaning, not to make money.

Writing is one way to achieve enchantment.

Enchantment is the purest form of sales

Let yourself be enchanted in small ways.

When you enchant people, your goal is not to make money from them or to get them to do what you want, but to fill them with great delight.

'Branding' has taken on too much of a role as a specialized craft performed by voodoo artists.