Everyone has a comfort zone. Worth considering: How hard (and how often) are you willing to work to get out of it? You can turn that into a habit if you choose.

Everyone will think it's stupid!" "Everyone says it's impossible." Guess what? Everyone works in the balloon factory and everyone is wrong.

The best time to start promoting your book is three years before it comes out. Three years to build a reputation, build a permission asset, build a blog, build a following, build credibility and build the connections you'll need later.

Go ahead, do something impossible.

What people are afraid of isn't failure. It's blame. Criticism.

Normal is fading away. Governments and industries and schools like normal, because it's easier, it scales and it's profitable. But people don't like it - we want to be who we are, not who some marketer tells us to be.

The goal, then, isn't to draw some positioning charts and announce that you have differentiated your product. No, the opportunity is to actually create something that people choose to talk about, regardless of what the competition is doing.