A brand that stands for what all brands stand for stands for nothing much.
All motivation is self-motivation. Your family, your boss, or your co-workers can try to get your engine going, but until you decide what to accomplish, nothing will happen.
The way you make something happen is to do something that a fool could screw up.
The less people know, the more they yell.
You can raise the bar or you can wait for others to raise it, but it's getting raised regardless.
What marketers used to do is make average products for average people. That's what mass marketing is. They would ignore the geeks, and - God forbid - the laggards. It was all about going for the center. I don't think that's the strategy we want to use anymore.