Everyone has failed, everyone has misspoken, everyone has meant well but done the wrong thing. Your favorite restaurants, cafes and books have all gotten a one-star review along the way. No brand is perfect, no individual can pretend to be either. Perfect can't possibly be the goal, we're left with generous, important and human instead.

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.

Solving problems—actually solving them, not just claiming you do—solving perceived, urgent problems, is a surefire way to get the world to beat a path to your door.

Be genuine. Be remarkable. Be worth connecting with.

Risking the appearance of weakness takes strength. And the market knows it.

We are leaving the industrial economy and entering the connection economy.

Many Things That Are True Are True Because You Believe Them.