You can win with consistent benefits, delivered over time. You win by incrementally earning share, attention and trust.

If you're going to invest a valuable asset (like time), go ahead and make it productive. Use a postit or two, or some index cards or a highlighter. Not to write down stuff so you can forget it later, but to create marching orders. It's simple: if three weeks go by and you haven't taken action on what you've written down, you wasted your time.

What is school for? If you're not asking that, you're wasting time and money.

Now for the first time, you can choose yourself. You can be responsible for what you do and how you do it. You have to do the hard work of finding and pleasing an audience.

Marketing is no longer about the stuff that you male, but about the stories you tell.

That the horrible Zika virus or HIV, we can look at what it means to be patient zero, what it means to need not much contact to spread, and all of those things follow into the way ideas spread.

People rarely buy what they need. They buy what they want.