But this is a remarkable egg, an egg worth talking about, an egg worth crossing the street for, an egg worth writing about.

We live in a vague world. And it gets vaguer all the time. In this environment, the power of the specific, measurable and useful promise made and kept is difficult to overstate.

Your best customers are worth far more than your average customers.

Gratitude and opportunity create more of the same.

If you work in an urgent-only culture, the only solution is to make the right things urgent.

That's why there's lots and lots of kinds of hot sauces, and not so many kinds of mustard. Not because it's hard to make interesting mustard - you could make interesting mustard - but people don't, because no one's obsessed with it, and thus no one tells their friends.

Don’t do it because it’s your job, do it because you can.