why you need a project, a phrase I will 100% use, and a great list of the best people in PR

Anything you might want to accomplish—executing a project at work, getting a new job, learning a new skill, starting a business—requires finding and putting to use the right information.

Like a scientist capturing only the rarest butterflies to take back to the lab, our goal should be to “capture” only the ideas and insights we think are truly noteworthy.

Pursue massive media attention, not for vanity or ego, but so your stories can open minds, spark imaginations, and lead to further explorations.