People don't believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.

Perhaps marketing is about to transition to a new kind of profession, one that requires insight, dedication and smarts.

Our job is obvious: we need to get out of the way, shine a light, and empower a new generation to teach itself and to go further and faster than any generation ever has.

More time [to decide] without more information just creates anxiety, not insight.

The brand of the future...is patient, consistent, connected, and trusted. The new brand is based on the truth that only comes from experiencing the product, not just yelling about it. Word of mouth is more important (by a factor of 20) than TV advertising, and the remarkability word of mouth demands comes from what we experience, not from spin or taglines or a campaign slogan.

Once you free yourself from the need for perfect acceptance, it's a lot easier to launch work that matters.

The future isn't so much about absorbing or tolerating change, it's about making change.