Repeating easy tasks again and again gets you not very far. Attacking only steep cliffs where no progress is made isn’t particularly effective either. No, the best path is an endless series of difficult (but achievable) hills.

So sure, start with a slogan. But don't bother wasting any time on it if you're merely going for catchy. Aim for true instead.

If it's worth listening to, it's worth questioning until you understand it.

You gain converts by winning at something the existing provider didn't think was so important.

If failure isn't an option, then success isn't either. Success is just failure repeated until it works.

You can game the social media in the short run, but not for long.

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.