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.

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.

The paradox is that by the time you get to be senior, the decisions that matter the most are the ones that would be best made made by people who are junior.

You want something, you dwell upon it consciously for a while, you consciously imagine it coming to the forefront of probabilities, closer to your actuality. Then you drop it like a pebble into Framework 2, forget about it as much as possible for a fortnight, and do this in a certain rhythm.

Leaps look good in the movies, but in fact, success is mostly about finding a path and walking it one step at a time.

What could you measure? What would that cost? How fast could you get the results? If you can afford it, try it. If you measure it, it will improve.

An artists is someone who does something for the first time, something human, something that touches another.