Turning them from customers to students.

It shouldn’t be called “the culture” It should be called “a culture” or “this culture,” because there is no universal culture, no “us” that defines all of us. When we’re comfortable realizing that our work is to change “a culture,” then we can begin to do two bits of hard work:

The Comic-Con has permission. Permission from raving fans, neophiliac fans, to break new ideas, to help them find the next big thing.

The alternative is to build your own quadrant. To find two axes that have been overlooked. To build a story, a true story, that keeps your promise, that puts you in a position where you are the clear and obvious choice.

Because after capturing the energy and affection of some neophiliacs, the ratchet kicked in. Using Slack is better when your coworkers use it. So, existing users have a powerful selfish reason to tell the others, and in fact, every day they don’t is painful for them.

Are there people in the world who want you to succeed so badly that they’re willing to pay you to produce the change you seek to make?

The very existence of a fancier alternative degraded their experience at their former favorite.

You’ll serve many people. You’ll profit from a few.

They’re as true as we want them to be. And if you tell yourself a story enough times, you will make it true.