World barista champions use the AeroPress to make coffee on the folding tray tables of airplanes.

World barista champions use the AeroPress to make coffee on the folding tray tables of airplanes.

I always point people to the article '1,000 True Fans' by Kevin Kelly. If you choose your thousand ideal customers or readers properly and find the single author blog that targets that audience, you never have to do any more marketing. You're done. That is a lesson that very few product developers and marketers have learned, and it's unfortunate.

There is an infinite selection of things that I could test in life, so I generally will look for a critical mass of word that comes back to me. At this point I have hundreds of friends who are the best at what they do, arguably number one in the country or in the world. I will oftentimes just kind of throw a volley out to people, ask them what they're obsessing on or what they find interesting that's on the fringe. If the same answer comes back a few times, I'm like, "Okay."

The biggest misconception about work is that you need to spend the majority of your time doing it.

Companies that start by redesigning the economics of an industry often finish by redesigning the whole industry-and owning it.

I'll repeat something you might consider tattooing on your forehead: What we fear doing most is usually what we most need to do.