Knowing what to do is very, very different than actually doing it.

Micro trends matter more than macro ones, but most of all, people matter. Individual human beings with names and wants and interests.

If you'd rather be a chooser, enter a market or a transaction where you have something to trade, something of value, something to offer that's difficult to get everywhere else. If all you have is the desire to get picked, that's not sufficient.

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

The best experiences and the biggest ideas don't fit into a category. They change it. They don't get filed away, they transform us.

The only purpose of starting is to finish, and while the projects we do are never really finished, they must ship.

And yet the real success goes to those who obsess. The focus that leads you through the Dip to the other side is rewarded by a marketplace in search of the best in the world. A woodpecker can tap twenty times on a thousand trees and get nowhere, but stay busy. Or he can tap twenty-thousand times on one tree and get dinner.