Mass attention is almost unattainable and it's not clear that you want it.

What marketers used to do is make average products for average people. That's what mass marketing is. They would ignore the geeks, and - God forbid - the laggards. It was all about going for the center. I don't think that's the strategy we want to use anymore.

Don't create for the masses. Create for the people who are your kind of weird.

Isn't the drawing board the place where all the best work happens? It's not a bad thing to go back there. It's the entire point.

Why do we value leadership, connection and grace? Because it's scarce, and that scacity creates value.

The edge is a great place to be. Inside the box is too dark. Outside the box, there's no leverage. But on the edge of the box, you can get things done!

And it doesn't matter to me whether you're running a coffee shop or you're an intellectual or you're in business or flying hot air balloons. People who can spread ideas, regardless of what those ideas are, win. But consumers, they got way more choices than they used to and way less time.