Go for the edges. Challenge yourself and your team to describe what those edges are, and then test which edge is most likely to deliver the marketing results you seek.

Cheap is the last refuge of a product developer or marketer who is out of great ideas.

There's nothing wrong with having a plan. Plans are great. But missions are better. Missions survive when plans fail, and plans almost always fail.

Surprise comes from defying expectations.

The secret to being wrong isn't to avoid being wrong! The secret is being willing to be wrong. The secret is realizing that wrong isn't fatal.

It's much easier to spend a lot of time making your microphone louder than it is working on making your message more compelling.

The sound of a small bell during a dark night, is louder than the din of traffic outside your window during rush hour. Surprise and differentiation have far more impact than noise does.