Every single important thing we do is something we didn't use to be good at, and in fact, might be something we used to fear.

Great stories agree with our worldview. The best stories don't teach people anything new. Instead the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were in the thirst place.

That's why there's lots and lots of kinds of hot sauces, and not so many kinds of mustard. Not because it's hard to make interesting mustard - you could make interesting mustard - but people don't, because no one's obsessed with it, and thus no one tells their friends.

Giving people what they want isn't always what they want.

The cost of being wrong is less than the cost of doing nothing.

You can game the social media in the short run, but not for long.

If you wait until there is another case study in your industry, you will be too late!