And in a world where we have too many choices and too little time, the obvious thing to do is just ignore stuff. And my parable here is, you're driving down the road and you see a cow, and you keep driving 'cause you've seen cows before. Cows are invisible. Cows are boring. Who's going to stop and pull over and say, oh, look, a cow? Nobody.

It's clearly more fun to make the rules than to follow them.

If you think cat food is for cats, how come it doesn't come in mouse flavor?

Competent people are the most resistant to change

In a battle between two ideas, the best one doesn't necessarily win. No, the idea that wins is the one with the most fearless heretic behind it.

By being remarkable, being genuine, you can be worth connecting with. And you don't have to have it figured out perfectly the first time - you can adjust.

There's nothing wrong with having a plan. Plans are great. But missions are better. Missions survive when plans fail, and plans almost always fail.