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.
Seth GodinWe live in a vague world. And it gets vaguer all the time. In this environment, the power of the specific, measurable and useful promise made and kept is difficult to overstate.
Seth GodinSolving problemsโactually solving them, not just claiming you doโsolving perceived, urgent problems, is a surefire way to get the world to beat a path to your door.
Seth Godin