The easier it is to quantify, the less it's worth.
The desire that we have to do something thatโs never been done before means that the people who are around you generally will not encourage you to do itโฆif they were encouraging you to do it, then other people would be doing it already and it wouldnโt be unique.
Facts are irrelevant. What matters is what the consumer believes.
Don't create for the masses. Create for the people who are your kind of weird.
The only path to amazing runs directly through not-yet-amazing
So by giving people a tool that they can share and benefit from, it's a form of media that isn't controlled by Rupert Murdoch or the guys at Viacom. It is a form of media that is earned every single time it spreads.