Surprise Comes From Defying Expectations.

You Can't Have Good Ideas Unless You're Willing To Generate A Lot Of Bad Ones.

The Resistance Is The Voice In Your Head Telling You To Use Bullets In Your Powerpoint Slides...it’s The Voice That Tells You To Leave Controversial Ideas Out Of The Paper You’re Writing, Because The Teacher Won’t Like Them. The Resistance Pushes Relentlessly For You To Fit In.

The Sound Of A Small Bell During A Dark Night, Is Louder Than The Din Of Traffic Outside Your Window During Rush Hour. Surprise And Differentiation Have Far More Impact Than Noise Does.

Great Work Is Always Shunned At First.

Facts Are Irrelevant. What Matters Is What The Consumer Believes.