Expectations are the engines of our perceptions.

If your team is filled with people who work for the company, you'll soon be defeated by tribes of people who work for a cause.

Do not personally give any more conscious consideration, either of you, to events that you do not want to happen. Any such concentration, to whatever degree, ties you in with those probabilities, so concentrate upon what you want, and as far as public events are concerned, take it for granted that sometimes even men are wiser than they know.

Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.

Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money. Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk.

It doesn't matter if you're right, it matters if you are understood.

People do not buy goods and services. They buy relations, stories and magic.