The tiny cost of failure...is dwarfed by the huge cost of not trying.
When the legacy you leave behind lasts for hours, days or a lifetime, you matter.
Too often, we don't give people the opportunity to fill in the blanks.
Market-driven design builds the success of the product's marketing into the product itself.
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.
You can listen to what people say, sure. But you will be far more effective if you listen to what people do.