Market-driven design builds the success of the product's marketing into the product itself.

But if the cow is purple, you'd notice it, OK? The thing that's going to decide what gets talked about, what gets done, what gets changed, what gets purchased, what gets built is, is it remarkable? And remarkable's a really cool word 'cause we think it just means neat, but it also means worth making a remark about, and that is the essence of where idea diffusion is going.

We’ve been trained to prefer being right to learning something, to prefer passing the test to making a difference, and most of all, to prefer fitting in with the right people, the people with economic power. Now it’s your turn to stand up and stand out.

Marketing is a contest for people's attention.

Who gets to decide what you want?

Self sufficiency appears to be a worthy goal, but it's now impossible if you want to actually get anything done. All our productivity, leverage and insight comes from being part of a community, not apart from it. The goal, I think, is to figure out how to become more dependent, not less.

When we intentionally seek out the difficult tasks, we're much more likely to actually create value.