It’s the fact that category design actually requires going against that pack mentality.

It takes courage to believe in a provocative, non-conformist point of view about a problem and why it matters.

It takes courage to step out and say, “Here’s all those other people and what they do. And here’s what I do and why I’m different.”

“It’s great to be unique, but it’s really damn hard,”

His advice on how to build a digital-content strategy? Share your point of view, but don’t blatantly try to sell your product. “Be a missionary, not a mercenary,” he told us.

Conditioning the market is the process of teaching the market to think about a problem and a solution in a very particular way. Your way.

Apple didn’t compete in a traditional way. It did not get into a feature or price war like most tech companies do. It redesigned the definition of a mobile phone. It had a different point of view.

Picasso designed, and then dominated, the category of cubism. He endures as a personal brand because cubism made him a brand.

Language changes how we think about things, so it’s incredibly important.