Now for the first time, you can choose yourself. You can be responsible for what you do and how you do it. You have to do the hard work of finding and pleasing an audience.

Every great company, brand, career has been built in exactly the same way: bit by bit, step by step, little by little.

Great boss is challenging people in the right way. Leading, not managing. Supporting them by giving them both a platform they can count on and expectations they can stretch for.

Normal is fading away. Governments and industries and schools like normal, because it's easier, it scales and it's profitable. But people don't like it - we want to be who we are, not who some marketer tells us to be.

Deadlines have a lousy name. Call them live-lines instead. That´t what they are.

Everyone has failed, everyone has misspoken, everyone has meant well but done the wrong thing. Your favorite restaurants, cafes and books have all gotten a one-star review along the way. No brand is perfect, no individual can pretend to be either. Perfect can't possibly be the goal, we're left with generous, important and human instead.

Most people have been brainwashed into believing that their job is to copyedit the world, not to design it.