pick a logo,

Your emergency is not a license to steal my attention. Your insecurity is not a permit to hustle me or my friends. There’s a more effective way.

to see what’s there

But they’re not in the business of selling ice cream cones. The ice cream cones are a symbol, a beacon, a chance to engage. If you run everything through a spreadsheet, you might end up with a rational plan, but the rational plan isn’t what creates energy or magic or memories.

If you want someone who has never hired a gardener to hire you to be their gardener, you’re asking for a pattern interrupt.

The smart marketer begins to realize that some people are open and hungry for a shift in status (up or down), while others will fight like crazy to maintain their roles.

it doesn’t matter what people you’re not seeking to serve think. What matters is whether you’ve changed the people who trust you, the people who have connected with you, the people you seek to serve.

To grow your project, sure, but mostly to serve the people you care about.

There’s no reason to talk about a new kind of chocolate you really like. It doesn’t make your life better if others eat it. On the other hand, you spend a lot of time telling people about Snapchat or Instagram or Twitter, because if your friends followed you, your life would improve. That’s the simple ratchet power of network effects. Connected