Stop advertising and start innovating.

Marketing that works is marketing that people choose to notice.

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

The only thing that makes people and organizations great is their willingness to be not great along the way. The desire to fail along the way to reaching a bigger goal is the untold secret of success.

Don’t try to change someone’s worldview is the strategy smart marketers follow. Don’t try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money. Instead, identify a population with a certain worldview, frame your story in terms of that worldview and you win.

You create your own reality. There is no other rule.

Consciousness is, among other things, a spontaneous exercise in creativity.