If You Work In An Urgent-only Culture,

Trust Is Precious And Easily Wasted, And Guessing Is A Lousy Foundation For Future Progress.

Defending Mediocrity Is Exhausting.

Our Job As Marketers And Leaders, Is To Create Vibrant Pockets, Not To Hunt For Mass.

Everyone We Interact With Is Changed Forever. The Only Questions Are: How Will They Be Different (and How Different Will They Be), And How Will We Be Different (and How Different Will We Be) As A Result?

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.