Be genuine. Be remarkable. Be worth connecting with.

Everyone picks the best one when given a choice.

You can use social media to turn strangers into friends, friends into customers and customers into salespeople.

The status quo is persistent and resistant. It exists because everyone wants it to. Everyone believes that what they've got is probably better than the risk and fear that come with change.

Do the emotional labor of working on things that others fear.

The media wants overnight successes (so they have someone to tear down). Ignore them. Ignore the early adopter critics that never have enough to play with. Ignore your investors that want proven tactics and predictable instant results. Listen instead to your real customers, to your vision and make something for the long haul. Because that's how long it's going to take, guys.

You market when you hire and when you fire. You market when you call tech support, and you market every time you send a memo.