So by giving people a tool that they can share and benefit from, it's a form of media that isn't controlled by Rupert Murdoch or the guys at Viacom. It is a form of media that is earned every single time it spreads.

A big part of doing your work is defending your time and your attention so you can do your work.

Marketing is a contest for people's attention.

You don't win an Olympic gold medal with a few weeks of intensive training.

The way the world works now, the way the rules of engagement operate, you can't claim to make sense out of the exterior without booking voyages into the interior. Think about it: How can you understand 'it' if you haven't made any effort to understand 'you'? Because what you're really doing is establishing a living, electrical, vital, energetic connection between it and you. You're creating both of them, simultaneously. A lot like quantum physics.

Everyone has failed, everyone has misspoken, everyone has meant well but done the wrong thing. Your favorite restaurants, cafes and books have all gotten a one-star review along the way. No brand is perfect, no individual can pretend to be either. Perfect can't possibly be the goal, we're left with generous, important and human instead.

The best experiences and the biggest ideas don't fit into a category. They change it.