It's easy to pretend expertise when there's no data to contradict you.

As the amount of inputs go up, as the number of people and ideas that clamor for attention continue to increase, we do what people always do: we rely on the familiar, the trusted and the personal. The incredible surplus of digital data means that human actions, generosity and sacrifice are more important than they ever were before.

The combination of passion and art is what makes someone a linchpin.

Great innovations, powerful interactions and real art are often produced by someone in a state of wonder. Looking around with stars in your eyes and amazement at the tools that are available to you can inspire generosity and creativity and connection

Everyone is not your customer.

I'm not proposing that you let the crowd dictate, or that you work hard to fit in. Far from it. I'm proposing that you know the impact your choices are having and act accordingly.

Traditional sales and marketing involves increasing market shares, which means selling as much of your product as you can to as many customers as possible. One-to-one marketing involves driving for a share of customer, which means ensuring that each individual customer who buys your product buys more product, buys only your brand, and is happy using your product instead of another to solve his problem. The true, current value of any one customer is a function of the customer's future purchases, across all the product lines, brands, and services offered by you.