Tell Your Lizard (brain) To Shut Up.

The Goal Of A Marketing Interaction Isn't To Close The Sale, Any More Than The Goal Of A First Date Is To Get Married. No, The Opportunity Is To Move Forward, To Earn Attention And Trust And Curiosity And Conversation.

When You Think About Uber And Airbnb And The Other Companies That Are Turning Things Upside Down, Uber Isn't Big 'cause They Ran A Lot Of Ads. They're Big Because Someone Took Out Their Iphone And Said To Their Friend, Watch This, And Pressed A Button And A Car Pulled Up.

The Next Thing You Do Today Will Be The Most Important Thing On Your Agenda, Because, After All, You're Doing It Next. Well, Perhaps It Will Be The Most Urgent Thing. Or The Easiest. In Fact, The Most Important Thing Probably Isn't Even On Your Agenda.

Persistent People Are Able To Visualize The Idea Of Light At The End Of The Tunnel When Others Can't See It

Solving Problems—actually Solving Them, Not Just Claiming You Do—solving Perceived, Urgent Problems, Is A Surefire Way To Get The World To Beat A Path To Your Door.