The best favors are worth doing for the doing, not because we'll ever get paid back appropriately.

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.

It's uncomfortable to challenge the status quo.

You are far more likely to do your best work if you are willing to delight a few as opposed to soothe the masses.

Following instructions is overrated.

How was your day? If your answer was "fine," then I don't think you were leading.

The brand of the future...is patient, consistent, connected, and trusted. The new brand is based on the truth that only comes from experiencing the product, not just yelling about it. Word of mouth is more important (by a factor of 20) than TV advertising, and the remarkability word of mouth demands comes from what we experience, not from spin or taglines or a campaign slogan.