A well-defined backup plan is sabotage waiting to happen. Why push through the dip, why take the risk, why blow it all when there's the comfortable alternative instead? The people who break through usually have nothing to lose, and they almost never have a backup plan.
Seth GodinThe reason it seems that price is all your customers care about is that you haven't given them anything else to care about.
Seth GodinDesire can't be sated, because if it is, the longing disappears and then we've failed, because desire is the state we seek.
Seth Godin