The more we want our customers to be a certain way, the less our offerings are something they authentically want.

People don't want you to be perfect. What they want is to feel connected with you.

Well, the first problem is that people have a really terrible idea about what they really want, to the point where most people think they want one thing, when in reality that is exactly what they don't want.

The desire to be special can only exist if you don’t know who you are.