So much easier to aim for the smallest possible audience, not the largest, to build long-term value among a trusted, delighted tribe, to create work that matters and stands the test of time.

Don't create for the masses. Create for the people who are your kind of weird.

You don't become indispensable merely because you are different. But the only way to become indispensable is to be different. That's because if you're the same, so are plenty of other people.

The rules are now clear: no one is going to inform you, but it's easier than ever to inform yourself.

Marketing is a contest for people's attention.

Set up a life you don't need to escape from.

If you're not upsetting anyone, you're not changing the status quo.