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.

The goal isn't to do work and hand it in just before it's due. The goal is to do the work as beautifully as you can, faster than anyone else, so you can do more work.

The easiest thing is to react. The second easiest thing is to respond. But the hardest thing is to initiate. – When people ask you to tell them what to do, resist.

Marketers need to spend less time making promises and more time keeping them.

When you see the world as it is, but insist on making it more like it could be, you matter.

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.

Marketing is about spreading ideas, and spreading ideas is the single most important output of our civilization.