Ilana Ettinger

Knowledge work is less structured, more spontaneous, and harder to teach. “Our knowledge,” says Glaeser, “builds on things that we learn from people around us.“ Being close to other knowledge workers makes it easier for us to learn new things and develop new ideas. As such, knowledge work is best done in cities.

Earned marketing is about brand, messaging, press, influencers, content — all the things that define who you are.

On being an early adopter of organic cotton in Patagonia's garments: “The constraints we place on ourselves require innovation that then sets us apart from other companies”

How to do it: 1. Define a larger cause.  2. Articulate the problem better than anyone else. 3. Attack the status quo. 4.  Define a category. 5. Build the right team. 6.  Use “grassroots” customer testimony. 7.  Release news in lightning strikes, not dribs and drabs. 8. Organize events to focus attention.9. Nurture your community. 10. Pick noble... See more

“Women need to be twice as good to get half the credit. Fortunately many women are four times as good.” —Alison Davis-Blake, former president of Bentley University (p. 17)

Hell is a collection of individuals who are spending the bulk of their time working on a task they don’t like and are not especially good at.

While working for the internet can be rewarding, it can also be an isolating experience, with little room for error.