Attention is a bit like real estate, in that they're not making any more of it. Unlike real estate, though, it keeps going up in value.

The brand of the future...is patient, consistent, connected, and trusted. The new brand is based on the truth that only comes from experiencing the product, not just yelling about it. Word of mouth is more important (by a factor of 20) than TV advertising, and the remarkability word of mouth demands comes from what we experience, not from spin or taglines or a campaign slogan.

The secret of leadership is simple: Do what you believe in. Paint a picture of the future. Go there. People will follow.

There's nothing wrong with having a plan. Plans are great. But missions are better. Missions survive when plans fail, and plans almost always fail.

Great projects, like great careers and relationships that last, are gardens. They are tended, they shift, they grow. They endure over time, gaining a personality and reflecting their environment. When something dies or fades away, we prune, replant and grow again.

If you're not the best in the world at what you do, then you have to get better.

It always feels too soon to leap. But you have to. Because that's the moment between you and remarkable.