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.

Low price is a great way to sell a commodity. That's not marketing though, that's efficiency.

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

Most of your competition spend their days looking forward to those rare moments when everything goes right. Imagine how much leverage you have if you spend your time maximizing those common moments when it doesn't.

Instead of wondering when your next vacation is, maybe you should set up a life you don't need to escape from.

Competence is no longer a scarce commodity.

Everyone will think it's stupid!" "Everyone says it's impossible." Guess what? Everyone works in the balloon factory and everyone is wrong.