Here's the thing: The book that will most change your life is the book you write.

And in a world where we have too many choices and too little time, the obvious thing to do is just ignore stuff. And my parable here is, you're driving down the road and you see a cow, and you keep driving 'cause you've seen cows before. Cows are invisible. Cows are boring. Who's going to stop and pull over and say, oh, look, a cow? Nobody.

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

If we can fall in love with serving people, creating value, solving problems, building valuable connections and doing work that matters, it makes it far more likely we're going to do important work

Those that spend the most effort in search of shortcuts are often the most disappointed and the least successful.

The job is not the work.

If you use your money to create exceptional products and services, you won't need to spend it on advertising.