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.

You get what you concentrate upon. There is no other main rule.

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 must watch the pictures that you paint with your imagination. Your environment and the conditions of your life at any given time are the direct result of your own inner expectations. If you imagine dire circumstances, ill health or desperate loneliness, these will be 'automatically' materialized, for these thoughts themselves bring about the conditions that will give them a reality in physical terms. If you would have good health then you must imagine this as vividly as you fearfully imagine ill health.

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.

Advertising is just a symptom, a tactic. Marketing is about far more than that.

The best time to do great customer service is when a customer is upset.