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.

Take the long way. Do the hard work, consistently and with generosity and transparency. And then you won't waste time doing it over.

Competence is no longer a scarce commodity.

Catering to the passionate is exactly what you should do.

Now for the first time, you can choose yourself. You can be responsible for what you do and how you do it. You have to do the hard work of finding and pleasing an audience.

Success brings with it the fear of blowing it. With more to lose, there's more pressure not to lose it.

Discomfort brings engagement and change. Discomfort means you're doing something that others were unlikely to do, because they're hiding out in the comfortable zone. When your uncomfortable actions lead to success, the organization rewards you and brings you back for more.