We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth.

When you focus on delighting an audience you care about, you strip the masses of their power.

A generation that hates war will not bring peace. A generation that loves peace will bring peace.

It's unlikely that you'll create something scarce without doing something risky to get there.

Your turn Imagine that the world had no middlemen, no publishers, no bosses, no HR folks, no one telling you what you couldn’t do. If you lived in that world, what would you do? Go. Do that.

Rather than simply interrupting a television show with a commercial or barging into the consumer’s life with an unannounced phone call or letter, tomorrow’s marketer will first try to gain the consumer’s consent to participate in the selling process.

It takes a lot of guts to stop measuring things that are measurable, and even more guts to create things that don't measure well by conventional means.