The goal, then, isn't to draw some positioning charts and announce that you have differentiated your product. No, the opportunity is to actually create something that people choose to talk about, regardless of what the competition is doing.

Excellence isn't about meeting the spec, it's about setting the spec.

The job is not your work; what you do with your heart and soul is the work.

Without people pushing against your quest to do something worth talking about, it's unlikely to be worth the journey. Persist.

The first step toward becoming extraordinary is, of course, to stop being ordinary.

Waiting for perfect is never as smart as making progress.

Most people have bosses who hire them to fill a slot in the work chart and to do what they are told. And most people who are doing what they are told feel safe; it feels reliable.