Good Marketers Measure.

You Have To Find A Group That Really Desperately Cares About What It Is You Have To Say. Talk To Them. They Have Something I Call Otaku. It's A Great Japanese Word. It Describes The Desire Of Someone Who's Obsessed To, Say, Drive Across Tokyo To Try A New Ramen Noodle Place 'cause That's What They Do, They Get Obsessed With It.

Build It, And They Will Come" Only Works In The Movies. Social Media Is A "build It, Nurture It, Engage Them, And They May Come And Stay.

Emotional Labor Is Available To All Of Us, But It Is Rarely Exploited As A Competitive Advantage.

Gifts Are Not Favors. If You Expect Something In Return, It's Not A Gift.

It Takes Confidence And Guts To Intentionally Create Tension.