Marketing begins before the product is launched.

Ideas in secret die. They need light and air or they starve to death.

If you treat your employees like mushrooms (keep them in the dark and regularly throw crap on them), it's entirely likely you will get precisely the work you deserve in return.

Decide, before you start, that you're going to change three things about what you do all day at work. Then, as you're reading, find the three things and do it. The goal of the reading, then, isn't to persuade you to change, it's to help you choose what to change.

Marketing is the way your people answer the phone, the typesetting on your bills and your return policy.

If you're going to buy a real book, a paper book, there better be a good reason. Perhaps scarcity is one of those reasons.

Popular is not the same important, or often, not the same as good.