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.

Laptop computers dramatically increased the time people spend doing work. (The internet dramatically decreased it, so we're even).

If it's worth doing, it's worth doing well.

Leaders lead when they take positions, when they connect with their tribes, and when they help the tribe connect to itself.

Be relentlessly generous, without focusing on when it will come back to you.

Go for the edges. Challenge yourself and your team to describe what those edges are, and then test which edge is most likely to deliver the marketing results you seek.

I intentionally abandoned the hard stuff early on because not only do I think it's useless, I think it's a distraction.