If you know the Way broadly you will see it in everything. —MIYAMOTO

This is thinking like a growth hacker—it’s how you get the most bang for your buck and how you get it from the right people.

Apple has been particularly forward-thinking in the art of crafting publicness into their product and marketing strategy.

the product must be inherently worth sharing—and then on top of that, you must facilitate and encourage the spreading you’d like to see by adding tools and campaigns that enable virality.

Users have to be pulled in. A good idea is not enough. Your customers, in fact, have to be “acquired.” But the way to do that isn’t with a bombardment. It’s with a targeted offensive in the right places aimed at the right people.

But the most effective method is simply the Socratic method. We must simply and repeatedly question every assumption. Who is this product for? Why would they use it? Why do I use it?

This means that our outward-facing marketing and PR efforts are needed simply to reach out to and capture, at the beginning, a group of highly interested, loyal, and fanatical users. Then we grow with and because of them.

They opt, deliberately, to attract only the early adopters who make or break new tech services and seek to do it as cheaply as possible.

we don’t simply set up viral features and hope they work. Keeping our growth engine going is a step unto itself. We must dive deeply into the analytics available to us and refine, refine, refine until we get maximum results.