Faced with the opportunity to become the category of one, we almost always hesitate, almost always compromise, almost always dumb it down to play it a little bit safer

A book is a souvenir of an idea.

The goal, then, isn't to draw some positioning charts and announce that you have differentiated your product. No, the opportunity is to actually create something that people choose to talk about, regardless of what the competition is doing.

I think if you're remarkable, amazing or just plain spectacular, you probably shouldn't have a resume at all.

The market and the consumer and idea trump the system.

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

My new favorite word is 'awkward.'...Th e reason we need to be in search of awkward is that awkward is the barrier between us and excellence, between where we are and the remarkable. If it were easy, everyone would have done it already, and it wouldn't be worth the effort.