Be Personal. Be Relevant. Be Specific.

The Resistance Is Not Something To Be Avoided, It's Something To Seek Out.

A Brand That Stands For What All Brands Stand For Stands For Nothing Much.

Don't Scale Because You Think There's A Pot Of Gold Over That Rainbow. Scale Because You're Ready And Eager To Do Heroic Work, Every Day, Forever.

No One Knows More About The Way You Think Than You Do.

By All Means, Fire The Customers Who Aren't Worth The Time And The Trouble. But Understand That The Moment You Insist The Customer Is Wrong, You've Just Started The Firing Process.