Be Personal. Be Relevant. Be Specific.

Perfect Can't Possibly Be The Goal, We're Left With Generous, Important And Human Instead.

You Want It To Be Hard. If It's Hard, Then That Means Others Can't Do It Easily And You Can Charge For That Value.

If You Think Your Organization Needs A Bigger Marketing Budget, Maybe You Just Need To Be Less Average Instead.

Playing Safe Is Very Risky.

Even Good Excuses, Really Good Ones, Don't Help Very Much. Explanations, On The Other Hand, Are Both Scarce And Useful. And Accurate Forecasts And Insightful Intuition Are Priceless.