At least at first, the new thing is rarely as good as the old thing was. If you need the alternative to be better than the status quo from the very start, you'll never begin.

It might be bold to put your work into the world unadorned, but it's probably ineffective.

Competence is the enemy of change!

The rules are now clear: no one is going to inform you, but it's easier than ever to inform yourself.

Personalizatio n wasn't supposed to be a cleverly veiled way to chase prospects around the web, showing them the same spammy ad for the same lame stuff as everyone else sees. No, it is a chance to differentiate at a human scale, to use behavior as the most important clue about what people want and more important, what they need.

And the reason is that until Wonder came along and figured out how to spread the idea of sliced bread, no one wanted it. That the success of sliced bread... is not always about what the patent is like, or what the factory is like - it's about can you get your idea to spread, or not.

The sound of a small bell during a dark night, is louder than the din of traffic outside your window during rush hour. Surprise and differentiation have far more impact than noise does.