I hope I'm better looking than Yoda, but - I'm really interested in people who have something to say, a change they want to make and can't figure out why they can't make it spread.

Without a specific reason for the consumer to behave, without a reward or benefit, the overwhelmed consumer will refuse.

When the room brightens when you walk in, you matter.

Criticism comes to those who stand out.

The purpose of an elevator pitch is to describe a situation or solution so compelling that the person you're with wants to hear more even after the elevator ride is over.

You have to find a group that really desperately cares about what it is you have to say. Talk to them. They have something I call otaku. It's a great Japanese word. It describes the desire of someone who's obsessed to, say, drive across Tokyo to try a new Ramen noodle place 'cause that's what they do, they get obsessed with it.

A brand is the set of expectations, memories, stores and relationships that, taken together, account for a consumer's decision to choose one product or service over another.