Real change comes from finding and embracing and connecting and amplifying those that are inclined to like you and believe in you. Ideas spread from person to person, not so much from you to them. So find your biggest fans and give them a story to tell.

Go ahead and make something for the elites. Not the elites of class or wealth, but the elites of curiosity, passion and taste. Every great thing ever created was created by and for this group.

Think big. Start small.

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.

Persistence isn't using the same tactics over and over. Persistence is having the same goal over and over.

The goal of a marketing interaction isn't to close the sale, any more than the goal of a first date is to get married. No, the opportunity is to move forward, to earn attention and trust and curiosity and conversation.

The edge is a great place to be. Inside the box is too dark. Outside the box, there's no leverage. But on the edge of the box, you can get things done!