The mistake so many marketers make is that they conjoin the urgency of making another sale with the timing to earn the right to make that sale. In other words, you must build trust before you need it. Building trust right when you want to make a sale is just too late.

It always feels too soon to leap. But you have to. Because that's the moment between you and remarkable.

So sure, start with a slogan. But don't bother wasting any time on it if you're merely going for catchy. Aim for true instead.

Most people have been brainwashed into believing that their job is to copyedit the world, not to design it.

Perfect can't possibly be the goal, we're left with generous, important and human instead.

It's entirely possible that there won't be a standing ovation at the end of your journey. That's okay. At least you lived.

Competence is no longer scarce.