The best worldviews from a marketer’s point of view are those that include a healthy dose of “I gotta share this!”

We don’t need what you sell, friend. We buy what we want.

A talented marketer is someone who takes a story and expands it and sharpens it until it’s not true anymore (yet). Your goal should not (must not) be to create a story that is quick, involves no risks and is without controversy. Boredom will not help you grow.

People clump together into common worldviews, and your job is to find a previously undiscovered clump and frame a story for those people.

You’ll understand (perhaps for the first time) that there is a complete disconnect between observable reality and the lies we tell ourselves.

Over and over, marketers focus at the center of every curve they encounter. And every time, they’re disappointed. The center is crowded, jammed with noise and devoid of unfilled wants. It’s at the edges that you’ll find people with an unfulfilled worldview.

If your story is easy to spread, and if those you converted believe that it’s worth spreading, it will.

There are four reasons why your new release failed: 1. No one noticed it. 2. People noticed it but decided they didn’t want to try it. 3. People tried it but decided not to keep using it. 4. People liked it but didn’t tell their friends.

found a shared worldview; framed a story around that view; made it easy for the story to spread; created a new market, which he owns.