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

Defy the crowd. The crowd isn’t always wise. It can also lead you down a path of silliness, sub-optimal choices, and downright destruction. Enchantment is as necessary for people to diverge from a crowd as it is to get people to join one.

The two most important things about people on a revolutionary team are their ability and passion. Their educational level or work experience is meaningless--most of the engineers who did ground-breaking work of the Macintosh design didn't even graduate from college.

Enchantment can be done with writing but I think enchantment is basically a prospective or an operating system for life. That you can enchant a person who is assigning your airplane seat, your hotel room, your waiter, your waitress.

The Future belongs to those who can spread ideas.

Coming from the U.S., you tend to look at one homogeneous market with 350 million people. But in Europe, every country has its own customs and laws.

One must understand what people are thinking, feeling and believing in order to enchant them.