If You Think Cat Food Is For

Every Single Important Thing We Do Is Something We Didn't Use To Be Good At, And In Fact, Might Be Something We Used To Fear.

Go Ahead And Make Something For The Elites. Not The Elites Of Class Or Wealth, But The Elites Of Curiosity, Passion And Taste. Every Great Thing Ever Created Was Created By And For This Group.

Fitting In Is A Short-term Strategy That Gets You Nowhere. Standing Out Is A Long-term Strategy That Takes Guts And Produces Results.

Market-driven Design Builds The Success Of The Product's Marketing Into The Product Itself.

Discomfort Brings Engagement And Change. Discomfort Means You're Doing Something That Others Were Unlikely To Do, Because They're Hiding Out In The Comfortable Zone. When Your Uncomfortable Actions Lead To Success, The Organization Rewards You And Brings You Back For More.