If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

I'm not saying that advertising is going away. But the balance is shifting. If today the successful recipe is to put 70 percent of your energy into shouting about your service and 30 percent into making it great, over the next 20 years I think that's going to invert.

You cannot make a business case that you should be who you are not

If you're truly obsessed over customers, it'll cover a lot of errors.

The framework I found which made the decision incredibly easy was what I called — which only a nerd would call — a “regret minimization framework.” So, I wanted to project myself forward to age 80 and say, “Okay, now I’m looking back on my life. I want to have minimized the number of regrets I have.”

There'll always be serendipity involved in discovery.