Decide, before you start, that you're going to change three things about what you do all day at work. Then, as you're reading, find the three things and do it. The goal of the reading, then, isn't to persuade you to change, it's to help you choose what to change.

Flexible in the face of change, resilient in the face of confusion. All of these attributes are choices, not talents, and all of them are available to you.

Excellence isn’t about meeting the spec, it’s about setting the spec. It defines what the consumer sees as quality right this minute, and tomorrow, if you’re good, you’ll reset that expectation again

What marketers used to do is make average products for average people. That's what mass marketing is. They would ignore the geeks, and - God forbid - the laggards. It was all about going for the center. I don't think that's the strategy we want to use anymore.

More process, less innovation. More operations, less innovation. More management, less innovation. More entrepreneurs, more innovation.

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

The way to work with a bully is to take the ball and go home. First time, every time. When there's no ball, there's no game. Bullies hate that. So they'll either behave so they can play with you or they'll go bully someone else.