It takes confidence and guts to intentionally create tension.

Quality is not an absolute measure. It doesn't mean 'deluxeness' or 'perfection'. It means keeping the promise the customer wants you to make.

Don't try to be the 'next'. Instead, try to be the other, the changer, the new.

Everyone is not your customer.

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

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

The only way to consistently grow in B2B is to be better than very good.