the #1 New York Times bestseller Extreme Ownership: How U.S. Navy SEALs Lead and Win. He

“The culture of news is a culture without nuance.”

Don’t try to please anyone but yourself. . . . The second you start doing it for an audience, you’ve lost the long game because creating something that is rewarding and sustainable over the long run requires, most of all, keeping yourself excited about it. . . .

“beautiful language.”

Write to Get Ideas, Not to Express Them “What I discovered, which is what many writers discover, is that I write in order to think. I’d say, ‘I think I have an idea,’ but when I begin to write it, I realize, ‘I have no idea,’ and I don’t actually know what I think until I try and write it. . . . That was the revelation.”

Time Enough for Love: “A human being should be able to change a diaper, plan an invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, cooperate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty

Everyone talks about why their brand is better. But prospects have an open mind when it comes to categories. Everyone is interested in what’s new. Few people are interested in what’s better.

When you launch a new product, the first question to ask yourself is not “How is this new product better than the competition?” but “First what?” In other words, what category is this new product first in?

keep your knees locked. 2. Walk your hands out