If you wait until there is another case study in your industry, you will be too late!

You don't have to settle for the status quo, for being good enough, for getting by, for working all night.

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.

A product for everyone rarely reaches much of anyone.

The problem with competition is that it takes away the requirement to set your own path, to invent your own method, to find a new way.

Quality is not an absolute measure. It doesn't mean 'deluxeness' or 'perfection'. It means keeping the promise the customer wants you to make.

We don't need to be taught to make art, but sometimes we need permission to do so. Following instructions is overrated.