There are always limits, and opportunities. The ones we rehearse and focus on are the ones that shape our future.

A product for everyone rarely reaches much of anyone.

The goal of a marketing interaction isn't to close the sale, any more than the goal of a first date is to get married. No, the opportunity is to move forward, to earn attention and trust and curiosity and conversation.

The rest of the world isn't nearly as important as the few who are here.

For most modern marketers, quantity isn't the point. What matters is to matter. Lives changed. Work that made an actual difference. Connection.

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

The biggest takeaway for anyone seeking to write is this: don't go looking for the way other authors do their work. You won't find many who are consistent enough to copy, and there are enough variations in approach that it's obvious that it's not like hitting home runs or swinging a golf club. There isn't a standard approach, there's only what works for you (and what doesn't).