So sure, start with a slogan. But don't bother wasting any time on it if you're merely going for catchy. Aim for true instead.

When you think about Uber and Airbnb and the other companies that are turning things upside down, Uber isn't big 'cause they ran a lot of ads. They're big because someone took out their iPhone and said to their friend, watch this, and pressed a button and a car pulled up.

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

Sometimes, we're so focused on being consistent that we also lower the bar on amazing. After all, the thinking goes, if we can't be amazing all the time, better to reset the expectation to merely good. Which robs us of the ability to (sometimes) be amazing.

Way more productive, I think, to push yourself to be more in the world, not to encourage yourself to hide.

Every great company, brand, career has been built in exactly the same way: bit by bit, step by step, little by little.

Do your art. But don't wreck your art if it doesn't lend itself to paying the bills. That would be a tragedy.