Great marketers don't make stuff. They make meaning.

Stop trying to find the formula that will instantly make your idea into a winner. Instead of being scientists, the best marketers are artists. They realize that whatever is being sold is being purchased, because it creates an emotional want, not because it fills a simple need.

The job is not the work.

Artists are people with a genius for finding a new answer, a new connection, or a new way of getting things done.

A well-defined backup plan is sabotage waiting to happen. Why push through the dip, why take the risk, why blow it all when there's the comfortable alternative instead? The people who break through usually have nothing to lose, and they almost never have a backup plan.

Measurement is fabulous. Unless you're busy measuring what's easy to measure as opposed to what's important

There's no correlation between how good your idea is and how likely your organization will be to embrace it.