The brand of the future...is patient, consistent, connected, and trusted. The new brand is based on the truth that only comes from experiencing the product, not just yelling about it. Word of mouth is more important (by a factor of 20) than TV advertising, and the remarkability word of mouth demands comes from what we experience, not from spin or taglines or a campaign slogan.

Social Networking that matters is helping people archive their goals. Doing it reliably and repeatability so that over time people have an interest in helping you achieve your goals.

A brilliant author or businesswoman or senator or software engineer is brilliant only in tiny bursts. The rest of the time, they’re doing work that most any trained person could do.

A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate.

To make a product, to market an idea, to come up with any problem you want to solve that doesn't have a constituency with an otaku, is almost impossible... There's a hot sauce otaku, but there's no mustard otaku.

Seek out habits that help you overcome fear or inertia. Destroy those that do the opposite.

Marketing begins before the product is launched.