The opportunity is not in being momentarily popular with the anonymous masses. It's in being missed when you're gone, in doing work that matters to the tribe you choose.

And it doesn't matter to me whether you're running a coffee shop or you're an intellectual or you're in business or flying hot air balloons. People who can spread ideas, regardless of what those ideas are, win. But consumers, they got way more choices than they used to and way less time.

If your project or organization depends on knowing things that other people don't know (but could find out if they wanted to), your days are probably numbered. Ask a travel agent The alternative, while difficult, is obvious. Provide enough non-commodity service and customization that it doesn't matter if the ideas spread. In fact, it will help you when they do.

Care. Care more than you need to, more often than expected, more completely than the other guy.

The sound of a small bell during a dark night, is louder than the din of traffic outside your window during rush hour. Surprise and differentiation have far more impact than noise does.

A product for everyone rarely reaches much of anyone.

Persistent people are able to visualize the idea of light at the end of the tunnel when others can't see it