Things that look like shortcuts are actually detours (disguised as less work).
Average feels safe but it's not. It's invisible.
You don't launch a popular blog, you build one.
Good marketers tell a story.
When your art fails, make better art.
The goal, then, isn't to draw some positioning charts and announce that you have differentiated your product. No, the opportunity is to actually create something that people choose to talk about, regardless of what the competition is doing.