On smallest viable audience

You don’t have to be the best, most beautiful, or coolest to win in a crowded market. You just have to be the most relevant.

People don’t need a viable product. They want a LOVEable product.

Be clear and tell an interesting story nobody else can tell.

The greatest brands aren't built on being everything to everyone. They're built on being exactly the right something for someone.

Better to do fewer things with care than many things carelessly.

The quickest way to the top is to be something for someone. The quickest way to the bottom is to be everything for everyone.

It’s hard to matter when all you are is wandering generality.

Specificity is the ultimate advantage. It’s gutsy. It’s bold. It has a point of view.