This Is Marketing: You Can't Be Seen Until You Learn to See

Where do we stand? What does the tribe think of us? Who’s up, and who’s down?

it permits them to tell a story to themselves that they’re proud of.

And it’s about being a driver of the market, not simply being market-driven.

the only people who buy it will buy it because they believe it’s worth more than a thousand dollars.

The most important lesson I can share about brand marketing is this: you definitely, certainly, and surely don’t have enough time and money to build a brand for everyone. You can’t. Don’t try. Be specific. Be very specific. And then, with this knowledge, overdo your brand marketing. Every slice of every interaction ought to reflect the whole. Every

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.

Perhaps it makes more sense to begin with a hurdle you can leap. Perhaps it makes sense to be very specific about the change you seek to make, and to make it happen. Then, based on that success, you can replicate the process on ever bigger challenges.

If you’re a business consultant, a designer, or an inventor, being famous to the right three thousand people is plenty.

The familiar is normal and the normal is trusted.

while everyone has a platform, not everyone is using it.