Average feels safe but it's not. It's invisible.

Good marketers measure.

Your positions on EVERYTHING are based on the story you tell yourself and not some universal fact from the universal fact database.

Real change comes from finding and embracing and connecting and amplifying those that are inclined to like you and believe in you. Ideas spread from person to person, not so much from you to them. So find your biggest fans and give them a story to tell.

Perfect can't possibly be the goal, we're left with generous, important and human instead.

As soon as you are willing to say 'it's not for you', you're freed up to make art.

Authenticy in marketing is telling a story people want to hear.