Being an artist isn't a genetic disposition or a specific talent. It's an attitude we can all adopt. It's a hunger to seize new ground, make connections, and work without a map. If you do those things, you're an artist.

Faced with the opportunity to become the category of one, we almost always hesitate, almost always compromise, almost always dumb it down to play it a little bit safer

Change is not a threat, it's an opportunity. Survival is not the goal, transformative success is.

The secret to being wrong isn't to avoid being wrong! The secret is being willing to be wrong. The secret is realizing that wrong isn't fatal.

So sure, start with a slogan. But don't bother wasting any time on it if you're merely going for catchy. Aim for true instead.

If you want to dig a big hole, you need to stay in one place.

Excellence isn’t about meeting the spec, it’s about setting the spec. It defines what the consumer sees as quality right this minute, and tomorrow, if you’re good, you’ll reset that expectation again