Excellence isn’t about meeting the spec, it’s about setting the spec. It defines what the consumer sees as quality right this minute, and tomorrow, if you’re good, you’ll reset that expectation again

Our job as marketers and leaders, is to create vibrant pockets, not to hunt for mass.

Communication is the transfer of emotion.

The job is not the work.

Say what you believe and see who follows.

The resistance is not something to be avoided, it's something to seek out.

Copy, not from your industry, from others. You have to go where there is no competition.