Second, there is a problem we don’t know we have, that gets evangelized so well that it becomes a whole new market category.

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

And when two people say, “I’m the best,” by definition one is lying.

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

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

It comes down to leveraging the exponential value of what makes you or your venture “different”

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.

Like all legendary entrepreneurs, she’s a missionary, not mercenary.