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.

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

When we intentionally seek out the difficult tasks, we're much more likely to actually create value.

The application process changes the list of who applies. Your applicants reflect your methods.

Persistence isn't using the same tactics over and over. Persistence is having the same goal over and over.

The essence of marketing today is to tell a story to people who want to hear it, in a way that resonates with them so they are likely to either respond or connect to you, or tell their friends.

Go for the edges. Challenge yourself and your team to describe what those edges are, and then test which edge is most likely to deliver the marketing results you seek.