Making promises and keeping them is a great way to build a brand.

I don't like offending people, and it's easy to offend people when you don't know as much as they do. This group knows more about what it takes to lead in this way than I ever will. My goal is to push people, but I need to do it from a place of respect.

If you treat your employees like mushrooms (keep them in the dark and regularly throw crap on them), it's entirely likely you will get precisely the work you deserve in return.

When you are trusted because you care, it's quite likely the revenue will take care of itself

Go for the edges. Challenge yourself and your team to describe what those edges are, and then test which edge is most likely to deliver the marketing results you seek.

Yes, I think it's okay to abandon the big, established, stuck tribe. It's okay to say to them, "You're not going where I need to go, and there's no way I'm going to persuade all of you to follow me. So rather than standing here watching the opportunities fade away, I'm heading off. I'm betting some of you, the best of you, will follow me.

Marketing yourself to a new person often involves being charismatic, clever and quick-but most jobs and most relationships are about being consistent, persistent and brave.